ALTERNA BLANKETS LOS ANGELES WITH HEMP AGAIN IN SUPPORT OF NATIONWIDE
PRO-HEMP LEGISLATION

LOS ANGELES (April 29) BUSINESS WIRE -April 29, 1999--In an effort to keep
the message of industrial drug-free hemp alive in Los Angeles, Alterna
Applied Research Laboratories, maker of professional hemp hair care
products, has re-posted its thought-provoking hemp leaf ad images all over
the county. In the wake of being forced to remove 100 of its renowned hemp
shampoo ads as a result of a rift with DARE America last October, Alterna
has regained its powerful lobbying position for industrial hemp by
re-posting its dialog-generating ads on 75 of the city's busses.

"The forced removal of the city-owned bus benches in October temporarily
impeded our hemp awareness campaign in Los Angeles," explains Mike Brady
vice president of sales and marketing for Alterna. "Our new bus poster
campaign allows us to keep the message of industrial drug-free hemp alive.
Public acceptance is growing and laws are changing."

Education is the key to enlightenment and the recent passing of pro-hemp

legislation in Canada, North Dakota, Hawaii and soon to be Virginia and
Montana has fueled a deluge of media coverage--blatant evidence that hemp
education is working. The California Democratic National Party has
demonstrated support for the industrial hemp issue, which is the first time
in history that a major political party has embraced drug-free hemp. It is
likely that there will be an industrial hemp plank in the Democratic
National Party's platform for the elections in 2000.

Since incorporating hemp seed oil into its products as of January of 1998,
Alterna 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. By associating a hemp leaf with the word
"HEMP" and the phrase "THC (Drug) free" in its advertising campaign Alterna
has sent a clear message to the public that the company is opposed to the
drug culture. In addition, Alterna's information-laden hemp educational
packages are mailed out to anyone who is interested to learn more about
hemp. A consummate education advocate, Alterna conducts hemp essay contests
in high schools across the nation awarding college scholarship funds.
Furthermore, Alterna is steadfast about not aligning itself with any group
that advocates the use or legalization of marijuana.

Alterna's bus poster image displays a green hemp leaf with the words "THC
(Drug) free" clearly written below it with a bottle of the hemp shampoo and
the word "HEMP" emblazoned across the ad. The company's phone number and
web site address is also prominently displayed so the public can learn more
about hemp's vast benefits, including how hemp seed oil can help improve
the strength, shine and healthy appearance of the hair.

Unconventional in its approach, Alterna consistently sets new standards in
the beauty industry in the fields of advanced formulation and product
performance. The first professional hair care company to harness the power
of nutrient-rich hemp seed oil in January of 1997, Alterna continually
redefines itself as an industry innovator.