Earthquake expected to shake out host of new sales for woman whose bag is survival.

Earthquake expected to shake out host of new sales for woman whose bag is survival

Hopping up and down - with anticipation, not fear - in the June 28 earthquake was Roberta Goldfeder, founder of Pasadena-based Extend-A-Life, an 8-year-old outfit which offers products and planning services for riding out the Big One.

Extend-A-Life offers duffle bags stuffed with survival gear, designed to get worried employees or others through the three days following a large earthquake. Inside the bags: dehydrated food, water, hand-crank radios, first-aid supplies, booklets, lightsticks and other essentials.

"We have been told that following a major seismic event, people will be told to stay where they are for three days," said Goldfeder. Water, gas and electricity may be out. Employers should be prepared to house workers for 72 hours.

Goldfeder's survival packs, which have a five-year shelf life, come for the single person ($39.95), two people ($89), four ($219) or 10 people ($349). Quantity discounts are available.

Meanwhile, Goldfeder is busy at the cash register. "After each quake, business increases from 50 percent to 1,000 percent," she said, recalling the recent Whittier and San Francisco temblors. "Then people come in looking for help."