TOM'S OF MAINE® LAUNCHES NEW NATURAL SIMPLY WHITE® TOOTHPASTE

5/4/2011 – Kennebunk, Maine

Tom’s of Maine to Help Green Crow’s “100 Miles From Memphis” Spring Tour and Hold Volunteer Events to Restore Natural Beauty in Key Cities

KENNEBUNK, Maine, May 4, 2011 – Tom’s of Maine plans to bring back the natural beauty of smiles with its new, natural whitening toothpaste Simply White, and a fun partnership with Sheryl Crow’s “100 Miles From Memphis” concert tour kicking off May 7.   The project involves greening the concert tour, beautification events in key markets, a live chat with Sheryl Crow and an exclusive free song download for fans while supplies last.

“We wanted to find a memorable way to introduce Simply White and celebrate natural beauty,” said Ellen Saksen, Oral Care Associate Brand Manager at Tom’s of Maine. “Sheryl Crow is an American icon who shares our passion for the environment and healthy living. As we take Simply White on tour, we hope people will join us on the ground to bring back natural beauty and think about ways they can take care of their own natural beauty.”

Bringing Back Natural Beauty with Simply White
Now available nationwide, Simply White toothpaste is clinically proven to whiten teeth and contains no bleaching ingredients.  It provides whitening, cavity protection and fresh breath all in one, and  combines naturally sourced silicas to gently remove surface stains. As with all Tom’s of Maine products, there are no artificial flavors or preservatives and no animal testing or animal ingredients.

Greening Crow’s “100 Miles From Memphis” Tour
Through support from Tom’s of Maine and Reverb, the music industry’s leading environmental organization, Sheryl Crow’s spring tour will feature sustainability changes such as  biodiesel fuel, recyclying bins at concert venues and a commitment to natural cleaning products, local and organic catering and resuseable/biodegradable hospitality products, among other initiatives. At her tour venues, concertgoers can visit Tom’s of Maine at the on-site Eco-Village to learn more and to receive a free sample of Simply White toothpaste while supplies last.

Working Together To Bring Back Natural Beauty
To help celebrate the Simply White launch, Tom’s of Maine will be partnering with non-profits in select  cities to help restore parks, rivers and gardens with volunteer beautification efforts. The events are scheduled for Boulder, CO (May 14), Eugene, OR (May 14), Boise, ID (May 14), and Salt Lake City (June 24). Local residents can join in the fun and help with projects fit for all ages. Events are open to the public space permitting or on a first come, first serve basis. Sign-up information can be obtained by calling the non-profit listed on the Tom’s of Maine Facebook page.Tom’s of Maine is providing funding for trees, flowers, supplies and equipment and will offer free Simply White samples as a thank you to participants while supplies last. Details, including time and location, are available at facebook.com/tomsofmaine.

Enjoy A Free Song Download
Fans who can’t join Tom’s of Maine and Sheryl Crow on the road can visit the Tom’s of Maine Facebook page for an exclusive free download of her live recording “Long Road Home – Live from the Pantages“, while supplies last.

Join For A Live Chat on May 19
To discuss greening her tour and her passion for the environment, Crow will be doing a live, online video chat from the road on May 19 at 7 p.m. ET. She will take questions from fans who submit questions in advance or tune in for the chat live. For more information on the chat or details on the giveaways, visit the Tom’s of Maine Facebook page.

Going Across Country: Sheryl Crow Tour Schedule
The “100 Miles From Memphis” tour, in partnership with Tom’s of Maine, includes the following dates.  For ticket information visit www.sherylcrow.com/events


May 8th Rochester, MN Taylor Arena
May 9th  Duluth, MN Decc Auditorium
May 11th Waukegan, IL Genesee Theater
May 12th Omaha, NE Orpheum Theater
May 15th Boulder, CO Boulder Theater
May 19th  Boise, ID Idaho Botanical Gardens
May 20th Eugene, OR Hult Center
May 21st Sonoma, CA Field of Dreams Park
June 24th Salt Lake City, UT Red Butte Garden Amphitheater
June 25th Aspen, CO Aspen Music Festival
June 27th Beaver Creek, CO Vilar Performing Arts Center
June 29th Sioux City, IA Orpheum Theater
June 30th Joliet, IL Rialto Square Theater

About Tom's of Maine
Tom's of Maine is a leading natural products company focused on oral and personal care. TOMs sells high-quality toothpaste, mouthwash, dental floss, deodorant, bar soap, and body wash products.  Many TOMs  products are Kosher and Halal certified.  The company has a long-standing commitment to supporting people, communities and the living planet. For over 40 years, Tom's of Maine has sponsored hundreds of non-profit efforts by giving 10% of its profits back to the community and encouraging employees to use 5% (12 days) of employee time to volunteer. Tom's of Maine employees regularly contribute suggestions for improving the company’s high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Tom's of Maine enjoys partnering with its consumers, vendors and community organizations to support lasting, positive change good for people and the planet. Visit us online at http://www.tomsofmaine.com/  or at http://www.facebook.com/home.php#!/TomsofMaine.

About Reverb
Based in Portland, Maine, Reverb is a 501(c)(3) non-profit organization that was founded in 2004 by environmentalist Lauren Sullivan and her musician husband, Adam Gardner of Guster. Reverb provides comprehensive, custom greening programs for music tours while conducting grassroots outreach and education with fans around the globe.

Reverb has worked on over 100 major tours and 1,800 events, helped artists and fans reduce or eliminate over 100,000 tons of CO2, fueled trucks and busses with over 675,000 gallons of biodiesel fuel, hosted over 2,500 environmental groups in their interactive Eco-Village, trained over 7,000 volunteers and reached over 15 million fans.

For more information, http://www.reverb.org.

If you need any additional information about Tom's of Maine, please contact Susan Dewhirst, Media and Public Relations Leader. The best way to reach Susan is by email at sdewhirst@tomsofmaine.com. She can also be reached by phone at 207-467-2406.

For all other questions comments, please contact our Consumer Dialogue Department by email or at 800-367-8667.