Leading Brands Launches Distribution of TREK Optimized Performance Beverage in New York City, the World's Largest Beverage Market: Becomes 38th Market Opened in USA This Year

VANCOUVER, British Columbia--(BUSINESS WIRE)--Nov. 5, 2002--

TREK will be Available in Stores in the Area this Week

Leading Brands, Inc. (NASDAQ:LBIX) (TSX:LBI), Canada's largest independent, premium beverage company, announces that it will today commence distribution of its TREK(TM) Optimized Performance Beverage(TM) in New York City, the World's largest beverage market.
The Company has recently entered into a distribution agreement with F&V Distribution Company, LLC, one of the largest independent beverage companies in the United States, to service the New York City and Long Island markets comprising approximately 12,000,000 people. This brings Leading Brands access to a universe of over 40,000 retail accounts in the New York/Long Island area for TREK(TM) Optimized Performance Beverage(TM). New York is the 38th market opened by the Company in the United States this year.
Leading Brands of America, Inc. President Bob Miller said: "We are excited about this new launch. F&V is very selective about the brands it represents. We are extremely fortunate to be able to deal with a distributor of this size and caliber in this key market at this early stage of our brand's development. We will be working closely with F&V over the ensuing weeks and months to ensure that TREK(TM) Optimized Performance Beverage(TM) becomes the performance drink of choice for New Yorkers."
The Company has already shipped considerable product to the market in advance of the launch, and expects it to be available in NYC and Long Island stores this week.

About Leading Brands, Inc.

Leading Brands, Inc. (NASDAQ:LBIX) (TSX: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(TM), Pez(R) 100% Juices(TM), 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.


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