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CALDERA ENVIRONMENTAL CORP. ANNOUNCES STERLING SPRING WATER FILTER GOES 'DIRECT TO RETAIL'

 VANCOUVER, British Columbia, March 18 /PRNewswire/ -- Caldera Environmental Corp. (NASDAQ: CAEAF, Vancouver: KDS) announced that, following several months of negotiations, its wholly owned subsidiary, Sterling Air & Water, has entered into a marketing and distribution agreement with Direct to Retail (DTR), a company known throughout North America for its successes in direct response and retail marketing.
 DTR Chairman Victoria Grillo has established a successful formula that includes national television advertising with celebrity endorsements, followed by mass distribution through national retail chains. DTR has a presence in more than 60,000 retail locations across the United States and has a customer base that includes Wal- Mart, K-Mart, Sears, Target, Price Club, TruValue, Ace Hardware and numerous others.
 DTR's past successes include: Tripledge lifetime wipers, now the No. 1 after market automotive wiper blade in the United States, retailing in more than 60,000 locations nationwide; Ginsu 2000 knives, selling more than 1 million sets the first year; DidiSeven, now a brand name spot remover was recently awarded the Good Housekeeping Seal of Approval and retails in more than 40,000 locations; Colorcote car wax by Auri, established as the No. 1 car wax sold in retail outlets nationwide; DuraShears, Principal Secret, and Hydron Plus, many of which have benefited from celebrity endorsements including Cheryl Ladd, Dick Van Patten and Victoria Principal.
 In a market that is fragmented and where an opportunity exists to become a household name, DTR now plans to make the Sterling Spring water filter a brand name product and its next retail success. As consumers look for economical solutions to the serious problems associated with their drinking water, the Sterling Spring, with its certified lead and chlorine removal capabilities, will be a natural market choice.
 DTR's outstanding performance has resulted from sourcing quality products and creating consumer demand for their products at a reasonable price. In addition, DTR has a strong marketing support program that includes trade shows, trade advertising, retail packaging and point of purchase materials. Another reason for DTR's success is the self-funding aspect of direct response television advertising. Brand awareness is generated while direct television sales fund advertising and generate profits. As brand awareness and demand increase, retail sales increase. For example, for every one sale through direct response television, as many as twenty sales will occur in retail.
 Sterling and DTR will produce a series of short infomercial spots to be aired on national cable stations including CNN, TBS, Headline News, A&E, and others. Negotiations are currently underway with a known television celebrity who will introduce consumers to the Sterling Spring point-of-use water filter through the various advertising forms.
 In a joint effort with DTR, Sterling has also begun a second stage media program by testing its 30-minute infomercial on national cable stations. If successful, this program will substantially enhance Sterling's retail success on a national level. Results of this test will be announced when completed.
 Sterling continues to run its 30-minute infomercial on broadcast stations throughout the United States and invites shareholders to phone the company at 800-663-4377 for infomercial scheduling in their area.
 -0- 3/18/93
 /CONTACT: Dawn Van Zant, 604-737-7644 or (U.S.) 800-663-4377/
 (CAEAF KDA.)


CO: Caldera Environmental Corp. ST: British Columbia IN: REA SU:

KJ -- LA014 -- 7487 03/18/93 12:08 EST
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Date:Mar 18, 1993
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