Leading Brands to Launch Sales of TREK(R), PEZ(R) and Other Innovative Brands

STAMFORD, CONNETICUT–Leading Brands, Inc. (NASDAQ: LBIX; TSE: LBI) – Leading
Brands of America President Bob Miller today announced that the company has
recruited and hired four of the leading sales executives in the beverage
industry. Terry Casey, Senior Vice President of Sales, Central Division;
Arthur Greenwald, Vice President of Sales, National Accounts; Tim Larsen, Vice
President of Sales, Western Division; and Marty Jay Zirofsky, Vice President of
Sales, Eastern Division have joined Leading Brands of America to lead the sales
efforts surrounding the launch of the company’s innovative new U.S. brands
including the Optimized Performance Beverage(TM) TREK(R), and the 100% juice
drink PEZ(R).

The announcement marks a reunion for the senior level executives who have
previously worked together to dramatically increase sales for SoBe and a number
of other highly successful start-up beverage brands. Bob Miller remarked,
“Since we have a history of achievement together, I’m confident that each of us
shares the entrepreneurial zeal, focus on innovation and limitless energy that
reflects the direction of both the company and the brands we’re launching in
the U.S.” Strengthening the bench of the Leading Brands of America sales force
headed by Miller, Joe Garza, Southwestern Director of Sales and Chad Jeffries,
Northwestern Director of Sales have also joined the company.

“This is another significant step in assembling the top notch team that will
help propel the tremendous growth the company expects in the next few years,”
stated Leading Brands, Inc. Chairman and Chief Executive Officer Ralph McRae.
“It builds on the appointments of senior level executives at Leading Brands of
America and positions us to take full advantage of opportunities across the
rapidly changing beverage industry.”

About Leading Brands, Inc.

Leading Brands, Inc. (NASDAQ:LBIX; TSE: LBI) is the largest independent, fully
integrated premium beverage company in Canada. The Company’s unique Integrated
Distribution System (IDS) (TM) offers turnkey, one-stop shopping to food and
beverage brand owners, including manufacturing, distribution, sales/marketing
and licensing. In addition, Leading Brands produces their own line of beverages
such as TREK(R), Johnny’s Roadside(R) Iced Tea and Lemonade, Country Harvest(R)
Juices, Caesar’s(R) Bloody Caesar Cocktail, and Cool Canadian(R) Water. Leading
Brands recently undertook a major expansion into the United States, with its US
headquarters located in Stamford, CT. Its subsidiary, Quick, Inc. is building a
home replenishment and delivery system for the new economy.

Statements in this news release that are not historical are to be regarded as
forward-looking statements which are subject to risks and uncertainties that
could cause actual results to differ materially. Such risks and uncertainties
with respect to the Company’s business include general economic conditions,
weather conditions, changing beverage consumption trends, pricing, and the
availability of raw materials and economic uncertainties, including currency.

We Build Brands(TM)

(C)2002 Leading Brands, Inc.

This news release is available at www.LBIX.com

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FOR FURTHER INFORMATION PLEASE CONTACT :
Leading Brands of America
Howard E. Wishner
Phone: (203) 323-9435 xt. 3004
Email: hwish@lbix.com
or
Leading Brands of America
Matthew D. Kemp
Phone: (203) 323-9435 xt. 3003
Email: mkemp@lbix.com
or
Strategic Growth International, Inc.
Stan Altschuler
Investor Relations
Phone: (516) 829-7111
Email: info@sgi-ir.com
or
Strategic Growth International, Inc.
David Waldman
Investor Relations
Phone: (516) 829-7111
Email: info@sgi-ir.com
INDUSTRY : SFT
SUBJECT : COF