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Leading Brands of America Appoints Four of the Beverage Industry's Leading Sales Executives To Launch U.S Sales of TREK, PEZ and Other Innovative Brands

VANCOUVER, CANADA - May 28, 2002 - 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) is North America’s only fully integrated premium beverage company. The Company’s unique Integrated Distribution System (IDS) ™ 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 TrueBlue®, LiteBlue®, TREK® Natural Sports Drinks, NITRO® Energy Drinks, INFINITY® Health Water™, Country Harvest® Juices, and Caesar’s® Cocktails.

Forward Looking Statements
Certain information contained in this press release includes forward-looking statements. Words such as “believe”, “expect,” “will,” or comparable terms, are intended to identify forward-looking statements concerning the Company’s expectations, beliefs, intentions, plans, objectives, future events or performance and other developments. All forward-looking statements included in this press release are based on information available to the Company on the date hereof. Such statements speak only as of the date hereof. Important factors that could cause actual results to differ materially from the Company’s estimations and projections are disclosed in the Company’s securities filings and include, but are not limited to, the following: general economic conditions, weather conditions, changing beverage consumption trends, pricing, availability of raw materials, economic uncertainties (including currency exchange rates), government regulation, managing and maintaining growth, the effect of adverse publicity, litigation, competition and other risk factors described from time to time in securities reports filed by Leading Brands, Inc.

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