New Duraflame Firelog Made with 100% Renewable Resources in Response to Market Demand and Air Quality Needs in West.

STOCKTON, Calif. -- Duraflame Mixes Product Development Ingenuity with Environmental Leadership

This fall, North America's firelog brand leader, Duraflame, Inc., will be addressing two important corporate issues with the introduction of a new product, the All Natural Firelog.

Faced with a shrinking supply of petroleum wax and a rise in woodburning fireplace restrictions by air quality districts in the West, Duraflame's product development team set out this past year to determine how to make the next generation of manufactured firelogs. The result is a firelog comprised completely of renewable resources that produces very little smoke -- the All Natural Firelog.

This firelog is made of recycled biomass and plant waxes and oils and produces more than three-quarter's less particulate emissions than a comparable firewood fire. According to Duraflame vice president Chris Caron, this new product will provide people with even greater comfort that they are doing the right thing to protect local air quality while using a firelog.

"This is the direct result of our work with air districts and our need to continue to increase the sustainability of our products in order to meet market demand," adds Caron. "The All Natural Firelog will make recommending the use of firelogs an even better air quality policy for reducing emissions from residential fireplaces."

What started out as an effort to recycle sawdust produced by wood milling operations 30 years ago has grown into a way of doing business for Duraflame. The company's research and development department regularly experiments with resources to determine unique approaches to product development. For example, a few years ago Duraflame discovered a natural seed product they could add to firelog ingredients to create a pleasant, natural crackling sound without ejecting sparks from the fireplace. Duraflame received a patent for this formulation and now markets the "Crackeleflame" firelog throughout North America. In just a few shorts years since its introduction, the Crackleflame log has secured an eight percent share of the US market for firelogs.

Duraflame's commitment to innovation is evident with the All Natural Firelog. The difference between this firelog and other duraflame(R) firelog products is that it utilizes vegetable and plant waxes, rather than petroleum wax as a combustible binder.

Caron adds that soy and palm plant oils and waxes have become more popular for use in all types of organic food and non-food products, including candles. Increasing costs and shorter supplies of petroleum wax in recent years have also reduced the economical barriers to using the more expensive natural wax alternatives. Like other duraflame(R) firelogs, the All Natural Firelog is made from recycled biomass products such as wood sawdust and ground nutshells.

Reducing emissions from fireplaces is not a new environmental need, but has become a priority in many communities throughout North America. Local air quality agencies, as well as the US Environmental Protection Agency, are advocating that people reduce the amount of smoke that comes from their fireplaces in an effort to improve air quality during the winter months.

Over the past decade, Duraflame has worked with air quality agencies to promote cleaner burning practices for the traditional fireplace. Many air quality regulators have recognized the low emission properties of manufactured firelogs. Several agencies, such as the Puget Sound Clean Air Agency in Washington and the San Joaquin Valley Air Pollution Control District in Central California, now recommend households burn a firelog instead of firewood in fireplaces to reduce particulate emissions in residential neighborhoods.

"Duraflame is very cognizant of the air quality struggles of the West, and even beyond," notes Caron. "Due to this, we are very sensitive to the balance between regulations and people's interest in enjoying a cozy fire."

The All Natural Firelog will be available in September at supermarkets throughout the US and Canada. For more information on Duraflame, its products and its environmental commitment, visit www.duraflame.com.

About Duraflame, Inc.

Duraflame, Inc. is America's leading marketer of manufactured firelogs. Headquartered in Stockton, Calif., Duraflame is a privately held company that has been in business for more than 30 years. The company produces firelogs, fire starters, fireplace accessories and outdoor products at four factories across North America. More information about Duraflame and its complete product line can be found at www.duraflame.com.