John Bello Back With New Food Endeavor, Firefighter Brands

Firefighter Brand Products, a New National Food Brand, to Launch at Florida Professional Firefighters 60th Annual ConventionFirefighter Brand Products, a new national food and beverage brand, launched Monday, June 7, 2004, at the Florida Professional Firefighters 60th Annual Convention. Twenty-five (25) percent of the brand’s net profits will be donated to local and national firefighter-related causes.

@@img1 Firefighter Brand Products

— Twenty-Five (25) Percent of Profits to be Donated to Firefighter-Related Causes; Working with Real Firefighters to Introduce Better for You Products

— Florida Firefighters Charities to Receive $10,000 Donation on Monday, June 7th

Britney Spears. Janet Jackson. Kobe Bryant. Jerry Polk. Who would you rather buy a product from for your kids and family? Who would you choose to support with your hard-earned dollars when shopping at your local supermarket?

Firefighter Brand Products thinks that Lieutenant Jerry Polk — Florida’s 2003 Professional Firefighter of the Year — along with other firefighters from Florida and across the country will win your support, while also winning over your taste buds. The new national food and beverage brand will be unveiled at the Florida Professional Firefighters 60th Annual Convention from June 5-7, 2004 at the Orlando/Altamonte Springs Hilton.

Twenty-five (25) percent of Firefighter Brand Products’ annual net profits will be donated to national and local firefighter-related charitable organizations and causes with an emphasis on providing funding to support the purchase of previously unfunded and unbudgeted, but essential firefighter apparatus and equipment. Firefighter Brand Products, which plans to launch in leading supermarkets and convenience stores throughout Florida in August, will include at its launch three varieties of chili; kettle potato chips; tortilla chips; and four varieties of soda — Courageous Cola, Firelight Diet Cola, Backdraft Root Beer and Incendiary Citrus.

“This is one of the most timely and necessary developments in the firefighting community in years,” said Lieutenant Polk, a member of the Orange County Fire Rescue Department for over 28 years and a Regional Director for Firefighter Brand Products. “Firefighter Brand Products has met with a great deal of support from the local Florida firefighter community who are eager to participate in this unique business enterprise that has tremendous community value.”

“When Firefighter Brand Products hit store shelves this summer, consumers will help make marketing history,” said John Bello, Founder and CEO of Firefighter Brands, LLC. “The strength of the Firefighter Brand concept transcends our better tasting, better for you products. It proves that we can change the way business, civic organizations and communities come together to create real value, which we believe consumers will find to be a refreshing alternative to corporate greed and marketers’ assault on American values. When consumers visit their supermarket later this summer, we think the choice will be clear. Our products have a purpose.”

Firefighter Brand Products will work closely with national firefighter organizations and local firefighters nationwide. The nation’s 1.2 million firefighters and their families — who represent nearly five percent of the American population — will be active participants in the company’s growth and success. “As profit sharers, firefighters are vested in this venture and vital to its success,” said Graham West, CEO of Firefighter Beverages, LLC. “We are thrilled with the partnering of firefighters and the nation’s leading retailers.”

All Firefighter Brand Products are made from superior quality ingredients for great taste. “Haz-Mat Free” is the brand’s response to the growing concerns regarding health and obesity in America. Firefighter Brand Products:

— Do not contain High Fructose Corn Syrup, which has been tied to the obesity crisis in America;

— Do not contain Trans Fats or Hydrogenated Oils, which have been shown to raise harmful LDL cholesterol levels;

— Contain 25% less sugar (versus other leading brands of soda).

“Supporting firefighters gives our brand a compelling reason for being, but our products will compete head-to-head against larger, well-known national brands on both taste and quality. Moreover, Firefighter Brand Products responds to consumer concerns about the ingredients in the products they consume. It’s truly a win-win alliance for America,” said Bruce Burke, co-founder and Chief Marketing Officer, Firefighter Brand Products.

$10,000 DONATION TO FLORIDA FIREFIGHTERS CHARITIES

Firefighter Brand Products will conduct a press conference and exhibit at the convention, where over 500 expected delegates representing the state’s 22,000 career firefighters will be able to sample product. At 10:30 AM on Monday, June 7, Firefighter Brand Products’ senior executives will officially launch the brand at the convention and will be joined by Bob Carver, President of Florida Professional Firefighters, Lt. Polk and other members of Florida’s firefighting community. During the press conference, Firefighter Brand Products will present its first check for $10,000 to Florida Firefighters Charities, the charitable arm of Florida Professional Firefighters.

Firefighter Brand Products will donate up to $1 million to benefit national and local firefighter-related organizations and causes from its first year of sales — before the company turns a profit — as it establishes the brand. Firefighter Brand Products will also participate at the Florida State Firefighters’ Association (FSFA) Conference from June 9-11 at the Hotel Royal Plaza at the Walt Disney World Resort. The FSFA is comprised of both career and volunteer firefighters.

About Firefighter Brand Products

Firefighter Brand Products is comprised of Firefighter Brands, LLC and Firefighter Beverages, LLC, independent companies, based in Norwalk, CT. These private, for-profit companies are dedicated to creating and marketing better-for-you food products that will benefit firefighter causes on a national and local level. Firefighter Brand Products will donate 25 percent of annual net profits to firefighter-related organizations and causes with an emphasis on providing funding to support the purchase of previously unfunded and unbudgeted, but essential firefighter apparatus and equipment. The senior management team combines years of entrepreneurial brand building and marketing experience with a significant expertise in food and beverage marketing.