High Altitude Mountaineer Will Cross Joins HealthiFeet Team

Tender Corp. has joined forces with world renowned high altitude mountaineer and adventure athlete Will Cross to help educate the public on the importance of proper foot care for people with diabetes.

LITTLETON, N.H. (NOVEMBER 11TH, 2009) – Tender Corp., a leading manufacturer of over-the-counter topical cream and first aid products designed to enhance consumers’ quality of life, today announced that it has joined forces with world renowned high altitude mountaineer and adventure athlete

Will Cross to help educate the public on the importance of proper foot care for people with diabetes.

Diagnosed with Type I diabetes 32 years ago, Cross has not let his condition stop him from amassing an impressive list of accomplishments, which includes successfully climbing the highest peaks -- including Mount Everest – on all seven continents; walking to both the North and South Poles; and participating in expeditions in Patagonia, Mountains of the Moon and the Sahara Desert.

On all of his adventures, Cross’s diabetes has been a constant companion, forcing him to take extra precautions with his health – especially his feet.

“When I’m on a climb or expedition, I subject my feet to extremely cold temperatures and a lot of wear and tear,” says Cross, adding, “with diabetes I have to make doubly sure that they’re healthy.”

People who have diabetes are often afflicted with serious foot problems, which, if left untreated, can become deadly. Diabetes impairs blood flow to the feet. A loss of normal sensation in the feet can cause sores and ulcers to develop, which can become infected and ultimately require amputation. Poor circulation in the feet of people with diabetes results in 82,000 foot amputations each year*. Studies show that half of patients who lose a foot to amputation die within five years. However, comprehensive foot care programs have been shown to reduce amputations by 50%.**

Along with careful, daily inspection of his feet, Cross uses

Healthifeet, a new moisturizing cream designed to improve the foot health of people who suffer from the pain associated with poor foot circulation or just plain old cold feet.


When used as directed, the podiatrist-recommended HealthiFeet® has been clinically proven to increase blood flow by 33% - 35% and foot temperature by five to eight degrees.*** HealthiFeet® contains L-Arginine, a naturally occurring amino acid which the body uses to regulate circulation. The L-Arginine in HealthiFeet® is transported through the skin by a patented delivery system, restoring normal temperatures to cold feet and keeping them warm and healthy.

“Usually, when I come home from an expedition climbing Mount Everest, my feet remain numb for the next six weeks, due to the exposure to the cold and because of my diabetes,” says Cross, who began using HealthFeet® two weeks after returning from a recent climb of the world’s highest mountain.

“However,” he added, “after using HealthiFeet for just seven days, I began to feel definite sensation in my feet once again -- which is a huge improvement.”

Cross says that adding Healthifeet® to his daily foot care regimen greatly enhances his ability to control an important aspect of his condition, “and allows me to focus on what’s important – helping other people battling diabetes to achieve their goals.”

A member of the prestigious Everest Speakers Bureau, Cross is also a highly sought after motivational speaker, who delivers numerous speeches each year on how he manages his diabetes and maintains a successful career as an adventure athlete to nonprofit groups, like Children With Diabetes; retailers, including Wal-Mart and REI; and various professional medical organizations.

For Tender Corp. CEO Jason Cartwright, the chance to partner with someone like Will Cross on the important issue of foot care and diabetes is extremely exciting. Says Cartwright, “Will’s inspiring life story not only demonstrates what seemingly unreachable goals can be achieved through hard work and determination, but also complements perfectly one of Tender Corp.’s core mandates -- encouraging people to get active in the outdoors.”

During the month of November and continuing into 2010, Tender and Cross will be spreading the word on the importance of foot care for people with diabetes through media interviews, personal appearances and regular blog posts on Tender’s website (www.tendercorp.com) and that of its outdoor division

Adventure Medical Kits.

On November 21st, Will Cross will be giving a speech on diabetes at a grand opening of a new REI store in Pittsburgh, PA. The event will be co-sponsored by the American Diabetes Association and will help raise money for diabetes research For Will’s full schedule of events, visit www.willcrossmotivates.com.

For all media requests, contact Simon Ashdown – sashdown@tendercorp.com

Download hi-res artwork of Will Cross here

About Will Cross

Will Cross is an accomplished athlete who has battled diabetes for 32 years. Sharing his experiences with diabetes patients around the world, Will encourages those with the disease to strive to accomplish their goals. A world-class adventurer, Cross has ascended to the highest peaks on all seven continents

and walked to both the North and South Poles. Cross has also climbed 15 unmapped, unexplored mountains in Greenland, and participated in expeditions in Patagonia, Mountains of the Moon, the Sahara Desert, and the Thar Desert of India. Will translates his experiences in climbing and in managing diabetes into powerful messages of leadership, vision, and purpose, speaking to audiences of all sizes all over the world. A native of Pennsylvania, Cross lives in Pittsburgh with his wife and six children.

About Tender Corporation

Tender Corporation is a privately owned and operated business located in the heart of the White Mountains in Littleton, NH. The company maintains offices and distribution centers in Barrie, Ontario; Rotterdam, Holland; Newbury, England; and Oakland, California. Currently, its products are distributed worldwide in over 40 countries. Founded in 1975, the firm manufactures and markets the world-famous insect bite treatment, After Bite® -- The Itch Eraser™, a full line of well-known insect repellents, first-aid (treatments, sunburn and windburn products, as well as activity-specific first aid kits and survival gear through its outdoor division Adventure® Medical Kits. More recently, Tender has established exclusive partnerships with Z-Medica® (maker of the hemostatic product QuikClot®) and Strategic Science Technologies, LLC (maker of the foot moisturizing cream HealthiFeet®) to distribute their products through food, drug and mass retail channels. The company also maintains a contract packaging division, which produces OTC products for a variety of clients. Many of Tender’s products are packaged in innovative ways that make them extremely convenient to use as well as environmentally responsible. Partial proceeds from the sale of the company’s products go to Tender Corporation’s Environmental Scholarship Fund. Complete product information is available on the company's web site: www.tendercorp.com

Web: HealthiFeet.com

Facebook: HealthiFeet

Twitter: HealthiFeet

*American Diabetes Association

**National Institute of Diabetes and Digestive and Kidney Diseases “Ten Agencies Launch National Campaign to Reduce Amputation Rate”

***Diabetes Care, Volume 27, Number 1: 284-285, 2004 - When used as directed, after seven days the podiatrist-recommended HealthiFeet® has been clinically proven to increase blood flow by 33% - 35% and foot temperature by five to eight degrees


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