DEA PERMITS HAWAII TO PLANT INDUSTRIAL HEMP

Hawaii makes American history as the first industrial hemp seeds are
planted in U.S. soil since the crop was banned after WWII. Hawaiian
Governor Benjamin J. Cayetano will host the historical hemp seed planting
ceremony at the Alterna Hemp Research Project agricultural plot in Whitmore
Village on Oahu on Dec. 14, 1999, at 10 a.m. Hawaiian time.

Hawaiian Hemp's Political History:

After three years, the dedication and tenacity of Hawaii State
Representative Cynthia Thielen paid off last May when the legislation to
conduct the research needed to initiate the recovery of the industrial hemp
crop in the United States passed in Hawaii. Governor Cayetano signed the
industrial hemp bill into law and the political minutia building up to the
seed planting again ensued.

"The project was made possible by a $200,000 grant from hemp shampoo maker
Alterna's Professional Hair Care Products," explained Thielen. "Due to
Alterna's financial support, the construction for the facility for the
one-quarter acre industrial hemp plot began."

Built exactly per the strict requirements set forth by the Drug Enforcement
Agency (DEA), the one-quarter acre is surrounded by chain length fencing
with razor wire top, and a 24-hour infrared security system. Construction
was completed in September, allowing for the state permit application to be
submitted. The state permit issued in October and the federal permit
application was submitted promptly to the DEA.

With the guidance of Thielen hot on the Fed's heals, the final and most
difficult leg of the now four-year conquest was granted to Hawaii a month
later. Hawaii is currently the only state in the United States to obtain
permission from the DEA to grow industrial hemp following WWII.

Cayetano said, "My administration supports stimulating Hawaii's economy and
keeping our agricultural lands productive. Industrial hemp could meet both
of these objectives."

Plight of American Farmers:

Hemp farming is of integral importance to Hawaii as the state's economy is
still suffering from the loss of its main export, sugar cane. Hawaii also
has the dubious national distinction of 17.6 percent unemployment rates on
one of its islands. Thousands of farmers across the nation are also
suffering from the declining profitability of crops they produce.

Farmers have a dearth of options. The dilemma of the American farmer is
aggravating for Kentucky Hemp Growers Cooperative president, Andrew Graves,
who spearheaded the lawsuit filed against the DEA last year, in an effort
to allow Kentucky tobacco farmers the right to grow industrial hemp in lieu
of their diminishing tobacco crops.

"It makes no sense that the same government that encouraged and paid my
father good money to grow hemp 40 years ago during WWII, is restricting me
from saving my ailing tobacco business by forbidding me to grow the exact
same plant."

Despite the domestic demand for hemp products, American businesses are
still forced to import hemp from any one of the 29 industrialized nations
that grow the crop. All members of the Group of Seven Industrialized
Nations permit hemp cultivation except one -- the United States.

Which State is Next?

During the past three years, 22 states have approved some form of
legislation or resolution supporting industrial hemp, including California,
Virginia, New Mexico, New Hampshire, Maryland, Iowa, Vermont, Tennessee and
Montana, to name a few. Like Hawaii, North Dakota and Minnesota legalized
the cultivation of industrial hemp in spring of 1999 and aim to plant seeds
in spring of 2000.

Due to the dedicated efforts of Campaign for Agricultural and Industrial
Renewal (C.A.I.R.), California's effort to renew the legal status of
industrial hemp, California is making great strides for the hemp cause.

The California Democratic National Party adopted a resolution supporting
hemp at its state convention in March of 1999, which is the first time in
history that a major political party has embraced industrial hemp. In
addition, the California State Assembly approved a resolution supporting
industrial hemp in September.

Industrial Hemp Research:

Although this small one-quarter acre test crop will not reap economic
benefit for Hawaii immediately, it will, however, provide a forum for
scientists to provide research to prove that large-scale hemp crops will be
a financial boon to the struggling Hawaiian economy in many ways.

Esteemed plant geneticist David West, Ph.D., one of very few plant breeders
in the United States actively involved in reestablishing industrial hemp,
directs Alterna's hemp seed variety trial research in Hawaii.

"This is a huge step for Hawaii and the U.S. as a whole. Once the DEA
removes its restrictions on growing industrial hemp freely outside of the
test plot trials, the vast economic and ecological benefits of this plant
will make themselves known to American farmers."

Why Industrial Hemp?

Industrial hemp is more versatile than the precious soybean, the mainstay
cotton plant and the reliable Douglas fir, combined. There are more than
25,000 different uses for this non-drug wonder plant. Hemp thrives in any
climate, grows rapidly, and is resistant to disease and insects, which
eliminates the need for pesticides or herbicides.

Due to no chemical use during cultivation, the soil and groundwater is left
untainted, making hemp an excellent rotation crop. Harvest time is a mere
60 to 90 days after seed planting, allowing for several crops to be grown
in a season.

Dollars speak the loudest, however, and the exceptional global resurgence
of hemp bears witness to the powerful commercial potential of this crop. As
permitted by GATT and NAFTA, millions of dollars worth of industrial hemp
material is imported every year, regardless of the fact that American
farmers are fighting to diversify the ailing farm industry with it.

Worldwide hemp sales figures were only a few million dollars in 1993 but in
1997 sales surpassed $75 million and sales for year 2000 are projected to
be in the billions. Carpet, car parts, hemp-reinforced plastics, building
materials, nutritional food products and personal care products, like
Alterna's hair care line, are only a few of the hemp-based products already
in the marketplace.

Sixty years ago, Popular Mechanics magazine called industrial hemp the "new
million dollar crop." If legislation continues to pass across the nation,
it's safe to say that hemp will be the new millennium's multi-billion
dollar crop.

About Alterna:

Since incorporating hemp seed oil into its products as of January 1998,
Alterna Professional Hair Care Products has undertaken an aggressive
national hemp education campaign, called Learn More, which is designed to
dispel myths and misinformation about the marked differences between hemp
and marijuana.

Proactive in its approach to educate the nation of hemp's many
environmental, economic and cosmetic benefits, Alterna holds fast to two
proven facts: hemp is not marijuana and hemp is not a drug.

A consummate education advocate, Alterna conducts industrial hemp essay
contests in high schools across the nation, awarding college scholarship
funds. The sponsorship of the historical hemp test plot in Hawaii is a
demonstration of the company's continued commitment to the hemp movement.

"Alterna feels a responsibility to help support America's farmers and
affording them the opportunity to grow industrial hemp for American-made
products is our ultimate goal," said Mike Brady, president of Alterna's
Professional Hair Care Products. "Funding the test plots in Hawaii is an
honor for us and we urge other hemp industrialists to be pro-active and to
offer private funding for hemp test plots in states that will follow
Hawaii's precedent-setting lead."

Contact - Alterna Applied Research Laboratories
Kimberlee Mitchell
310/824-2508, ext. 258