ArmorLite Roofing Technology Releases Long Awaited Most Natural-Looking "Cedar Shake Shingle" in MarketAuthentic-looking rough cedar shake material is one of the most beautiful and unique products to ever be created.

December 5, 2007 - Santa Ana, Calif. - ArmorLite Roofing Technology has released its stunning new shake roofing product, President and CEO Frank Lane announced today. "This is a landmark day in the history of ArmorLite and the roofing industry," Lane says. "For years, we heard the anguish of the industry, desperately wanting a great-looking synthetic cedar shake product, and ArmorLite answered the call. We have taken natural material and enhanced it artistically to create the most beautiful authentic-looking shake ever."

ArmorLite's "Nu Shake" is "stunningly beautiful," says Seattle-based roofing contractor Bill Venn. "It looks better than real shake. There's nothing that compares to it in the market today."

Nu-Shake

"Nu Shake" offers all the features of its original "Nu Slate" including:
*It is eight times lighter than all other roofing material, thereby solving the 100-year-old weight problem of the roofing industry. The average roof on a home weighs up to 30,000 pounds; in contrast, ArmorLite is 3,500 pounds. ArmorLite is 70 pounds per 100 square feet while the competition averages 600 pounds per 100 square feet.
*It is manufactured in 2' x 4' panels, enabling roofers to install it quicker and easier - and with 70% less nails. "I'm able to do twice as many jobs with ArmorLite," says roofing contractor Randy Ramsey of Ramsey Roofing in San Juan Capistrano.
*It dramatically reduces the number of injuries to roofing contractors and roofing applicators, and decreases workman comp claims while lowering insurance rates;
*Dramatically reduces shipping, handling and transportation costs because it is so light weight;
*Provides the ability to walk on roof without breakage;
*Nearly 0% breakage;
*ICC and Cool Roof Certified and Energy Star compliant;
*Double-barrier fire protection system;
*Reflects heat back into atmosphere and provides insulation, both of which dramatically reduce heating and cooling costs, ultimately saving consumers thousands of dollars (rebates are even offered from utility companies for using "cool roof" rated roofing materials like ArmorLite);
*100% recyclable with 0% waste in manufacturing;
*Uses the least amount of earth's resources of any roofing material;
*Engineered to withstand the most extreme climatic conditions -- high winds, earthquakes and fires;
*Increases home value because it is an artistic masterpiece of beauty, elegance, and distinction;
*Offered in multiple colors as well as unique multiple designs such as seashells and stacked stone.

"Our product lines have revolutionized the industry," Lane says. "No product features the number of benefits we offer." Says Venn: "No product features the dimensional thickness of ArmorLite. It is 100% thicker than any other product. What's great about that is that it gives more of a realistic and beautiful look for shadow lines."

ArmorLite's breakthrough represents one of the biggest - if not the biggest -- in the history of the roofing industry. Its product is the lightest, greenest, most environmentally-sustainable roofing material ever. ArmorLite's highly-engineered patented polymer products were created with help from General Electric. The product is made from a highly weatherable material called GE Geloy for superior weatherability. This type of material has been used for more than 40 years for outdoor weatherable applications, yet it has never been used in roofing technology -- until now.

"ArmorLite has redefined the roofing industry," says Rob Keen, President of Pacific Supply Co. in Orange, Calif., one of the nation's leading roofing distributors.

LIFE CHANGES FOREVER FOR ROOFING CONTRACTORS
ArmorLite has changed life forever for roofing contractors - changed it for the better. For the last half century, roofing contractors have longed for the day when they can install roofs quicker, reduce the number of injuries to their applicators, decrease shipping and handling costs, install roofs more easily, and to be able to easily walk on roofs without breakage. That day has finally arrived with ArmorLite.

"I had a tough time keeping good applicators because of wear and tear," Ramsey says. That's not the case anymore, thanks to ArmorLite. "They want to comeback and install ArmorLite because it's so light and easy to install," he says. "My guys look forward to working when they know we're installing ArmorLite."

Says Venn: "I love the product. Once it's on, it's on for a generation - or two. Nothing's ever been made with such quality and beauty. It's one of a kind. I can't say enough about it from its light weight, color options, the fact that it doesn't flip up like all other roofing after 15-20 years, and it is easier and less costly to ship. The bottom line is that there's nothing like it in the marketplace. Every roofing contractor needs to use this, not only to benefit themselves, but their employees and their customers, period."

There is also virtually zero percent breakage factor with ArmorLite -- a huge benefit for contractors. "You can step on it, jump on it, and it won't break, nick, scratch or dent," Ramsey says. "I can't tell you how many times I've had to go out to homes to change broken tiles, slate and shake. With ArmorLite, I don't have to do that anymore. It's the most durable product ever made. To me, it's a lifetime product. Homeowners won't ever have to get another roof when they get ArmorLite."

Because of the weight of archaic roofing materials like concrete, tile, metal and asphalt, roofing applicators have the highest workman's comp rate of any industry in the country. But ArmorLite changes all that, too, reducing injuries, workman comp claims and insurance rates.

AN EASY SELL
ArmorLite is easier for roofing contractors to sell to homeowners for a number of reasons:
*It increases home value;
*It is so durable that it is the last roof a homeowner will ever need;
*Saves homeowners significant energy and cooling costs;
*No leakage.

"Because of ArmorLite, the homeowners' worries are over when it comes to the roof, safety and maintenance factors, and the increase in home value," Venn says. "When you stand next to a homeowner as they look at a new ArmorLite roof, you feel their happiness and satisfaction. From a roofing contractor's perspective, it's a great feeling."

GREENEST ROOFING PRODUCT EVER MADE
Nothing has been more un-green and un-environmentally-friendly than the roofing industry, which for more than 100 years has been defined by unsafe, landfill-cluttering, energy-inefficient products like asphalt, metal, wood, clay, and concrete.

ArmorLite has solved this gruesome problem. It uses the least amount of the Earth's resources, is 100% recyclable and has 0% waste in manufacturing. From a cost-saving perspective, ArmorLite reflects heat back into atmosphere and provides insulation, both of which dramatically reduce homeowners' and building owners' heating and cooling costs.

It also is healthier for the homeowners because the material is made from highly-engineered polymers that resist rotting, mold and mildew.

WHAT HOMEOWNERS SAY
"We wanted the safest roof in high winds, earthquakes and fire, and we found it with ArmorLite," says California homeowner Dr. Carl Buckhorn, M.D. "We also liked the eco-friendly benefits and architectural beauty of ArmorLite. That made our decision quite an easy one after we saw all the information on ArmorLite's web site (www.ArmorliteRoofing.com)."

"It's a great product," says Roofers Exchange Magazine Publisher Vickie Sharples, who has been in the roofing industry for 30 years. "I've never seen anything like it in all my years in this industry - and I've seen it all." Sharples chose ArmorLite for her Brea, Calif. home. "When someone like Vickie Sharples chooses ArmorLite over all the other products in the industry, that is quite a ringing endorsement of our product," Lane says. "She's considered the voice of the roofing industry."

Says Tustin, Calif. homeowner Kathleen Italiane: "Asphalt shingles are not attractive, especially on our Cape Cod style home. We wanted a slate look, but not the weight or breakage of slate. ArmorLite had the best durability and most artistic thick profile of any of the synthetic slates I had seen. With ArmorLite, my home value increased, so ArmorLite paid for itself. And now our home is the most beautiful on the block."

For more, visit www.armorliteroofing.com.