THE STORY OF BEN'S

In the USA the familiar orange bottles of Ben's 100 Insect Repellent have achieved almost cult status. However, the story of its development is as interesting as the formula is effective in repelling biting insects Most insect repellents start life in the laboratories of large companies, but Ben's comes literally from the backwoods of northern New England.

It all started in the early 1980's with an entrepreneur called Mark Mowatt who owned a sporting goods and trapping supply business called World Traders Inc based in Maine. The state had a reputation for its biting insects and so Mowatt reasoned that a way to increase his business would be to provide an effective insect repellent to protect his valued customers. This would allow them to go about their business unhindered.

Mowatt decided that currently available products were not effective enough. Although DEET-based products were available they were in lower concentrations. Mowatt went back to his training as a research biologist and created his own repellent using 100% DEET to create a stronger, more effective and longer lasting repellent.

Next he needed a name for his product. From his marketing experience, he knew that the name had to be short to fit on small bottles, yet distinct enough to stand out. The name also needed to differentiate the new product from other repellents. Combining the name of his son with the fact that the repellent contained 100% DEET, Mowatt christened his new product, Ben's 100.

Word quickly spread amongst Mowatt's hunting and trapping customers in the bug-infested woods of Maine that the new product really worked. Sales increased rapidly with countless people using Ben's 100 and finding relief from stinging, biting insects. The secret of Ben's success is its formula, which protects for up to ten hours where other repellents require repeated application. For people who need or want to be out in the woods for long periods of time, Ben's has become a trusted friend.

By 1987, the repellent business had grown to a point where it became attractive to a New Hampshire- based company called Tender Corporation. Tender produced the leading US product for insect bites called After BiteŽ. Hoping to expand into the outdoor sportsman's market, Tender decided that Ben's complemented their insect bite treatment. With Ben's strong regional loyalty in the North East, it became a perfect fit for this White Mountains-based company.

Under the Tender umbrella, sales of Ben's doubled shortly after acquisition and have enjoyed steady growth ever since. Recognising a winner in the Ben's name and formula, Tender has since developed the range and marketed new additions to the Ben's line including both 20% and 30% DEET formulas.

Ben's is now sold in all 50 states, Canada and in numerous countries including Russia, South America, Europe and parts of Africa, where it is popular with the military. In most sporting goods markets, Ben's is recognised as one of the best selling insect repellents. Sales are particularly strong in North East USA and Alaska. Big chain stockists include Wal-Mart and CVS Pharmacy.

The affection felt for Ben's is best summed up by Gene Mueller, outdoor columnist for the Washington Times who wrote: 'Forgive me when I brag about the Ben's 100 with which I've battled insects from the forests and tundra of Canada and Alaska to the tidewater marshes of Maryland. Thanks to the stuff, I've survived beautifully and if that's a commercial endorsement, so be it!'