AMK To Unveil Revamped Mountain Series at Outdoor Retailer

OAKLAND, CA (January 15th, 2010) — Adventure® Medical Kits (AMK), the leading developer of medical kits and survival gear for outdoor enthusiasts, today confirmed its participation at the 2010 Outdoor Retailer Winter Market. Marking its 21st consecutive year attending the show, which is held between January 21 and 24 in Salt Lake City, UT, AMK will unveil its revamped Mountain Series kits and other new products at its booth (#6021) located in the Salt Palace Convention Center.

The preferred medical kits of campers, backpackers and elite outdoor athletes — including high altitude mountaineers Ed Viesturs, IMG’s Eric Simonson and Phil Ershler – AMK’s flagship Mountain Series’ kits have been a mainstay on the gear lists of numerous high profile expeditions to the 7 summits, the North and South Poles.

The updated 2010 edition of the Mountain Series will consist of five kits based on trip duration and group size – The Comprehensive, The Fundamentals, The Weekender, The Day Tripper and The Women’s Edition Outdoor Kit. Key innovations AMK added include clear inner pocket windows made of a Polyurethane material, which improves the kits’ cold crack rating from 0 F to -30 F; extra customizable space to accommodate prescription meds and other sundries; and a special compartment designed to hold an Epipen® auto-injector, which can be used treat life-threatening allergic reactions.

“We surveyed our customers extensively and these were the product enhancements they most wanted to see incorporated into the new Mountain Series,” says AMK’s marketing director and co-founder Frank Meyer.

In addition, each kit in the Mountain Series comes with AMK’s Easy Careâ„¢ system, which intuitively organizes hospital quality meds and wound care materials into injury specific pockets and includes MD-penned illustrated instructional cards, which enable even a novice to confidently administer first aid. The kits also come with a copy of A Comprehensive Guide to Wilderness & Travel Medicine, 3rd Ed. Written by Eric A. Weiss, associate director of trauma at the Stanford University Medical Center, the book expands on the contents of the Easy Careâ„¢ cards, providing guidance on identifying and treating injuries and illnesses, as well as tips on how to improvise treatments.

Capping off the launch of the new series, at 5 pm on Friday January 22nd, one of the stars of The Discovery Channel’s series Everest: Beyond the Limit, International Mountain Guides’ Eric Simonson will be appearing in AMK’s booth (#6021) sharing his experiences filming the latest installment of the show on Mt. Everest and discussing how he used the Mountain Series kits to treat cast and crew members who were hurt in the course of the production.

Throughout OR, AMK will also be selling its Mountain Series’ Women’s Edition Outdoor Kits at 50% off the list price (MSRP$40.00) and will donate 25% of proceeds raised to Tubbs Romp to Stomp Out Breast Cancer effort, which benefits the Susan G. Komen for the Cure® charity through snowshoe walk and race events. Released last Spring, AMK’s Women’s Outdoor Kit includes hospital quality medications and wound care materials as well as carefully selected women’s specific hygiene and skincare items. For more information on AMK’s involvement in the Tubbs Stomp Out Breast Cancer fundraising events, visit AMK’s site.

AMK will begin rolling out the new Mountain Series kits with the release of the Day Tripper (MSRP$33.00) in February, with the remainder of the kits hitting store shelves in April.

About Adventure® Medical Kits
Adventure® Medical Kits, a division of Tender Corporation, is the world leader in developing innovative first aid and outdoor survival products that help people enjoy safe outdoor adventures. Co-designed with top emergency, outdoor, marine and travel medicine experts, AMK’s activity-specific products are specially designed to prevent and treat common injuries and ailments that occur during outdoor activities, including mountaineering, hunting, sailing, hiking or traveling. Many of the kits follow AMK’s unique Easy Careâ„¢ system, which organizes hospital quality supplies into injury specific compartments, allowing the novice or pro to quickly and confidently administer first aid.

Additionally, the company markets a wide range of survival products, including its top-selling Thermo-Lite® Bivvy Sack and Pocket Survival Pakâ„¢, and bug repellants and bite treatments, such as Ben’s® insect repellent and the world-famous AfterBite®. More recently, the company has expanded into the hygiene category, with the release of the Adventure® Hand Sanitizer and exclusive distribution into the outdoor retail channel of Fresh Bathâ„¢ Wipes , both of which help reduce the likelihood people will contract an illness while out in the field.

PR contact: Simon Ashdown
E: sashdown@adventuremedicalkits.com
M: 416.560.9016

Web: www.adventuremedicalkits.coms
Facebook: Adventure Medical Kits
Twitter: AdventureMed

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