American Fire Retardant Corp. Launches $500,000 TV Campaign.

Business Editors

SAN DIEGO--(BUSINESS WIRE)--Jan. 28, 2003

American Fire Retardant Corp. (OTCBB:AMFR)(www.americanfireretardant.com) According to Sam Cooper, the president of Global Media Marketing, "We intend to launch American Fire Retardant Corp.'s $500,000 Direct-Response Television Campaign the second week in February 2003."

Cooper explained, "Our media strategy is comprehensive in that it includes national syndicated programs, cable television and network broadcast. Because the primary buyers of the 3-in-1 Hero product are women, the media buys will address that market segment."

The GMM/AFRC joint-venture agreement calls for Global Media Management to provide the telemarketing and back-end administration for the 3-in-1 Hero campaign. According to Bruce Raidl, VP of construction, American Fire Retardant Corp., adequate product inventories are in place.

AFRC has produced three DRTV commercials for the campaign to sell the company's flagship product, 3-in-1 Hero; two 60 second spots and one two minute commercial.

According to Steve Owens, the president of AFRC, "We produced three commercials because our focus group findings indicated that of the three properties of our 3-in-1 Hero Product: prevents fires, inhibits dust mites and prevents fading, the dust mite benefit had the largest consumer appeal. The fire retardant property was a close second." Owens concluded, "Therefore, we thought it would be prudent to produce one 60 second spot that featured Inhibiting Dust Mites and the other featuring the Fire Protection benefit."

Cooper added, "Because it's almost impossible to give equal time to the three properties of the 3-in-1 Hero in a 60 second format, we had AFRC produce a two minute tell it all commercial." Cooper concluded, "With this many marketing arrows in our quiver, we are very confident that the DRTV campaign will be successful."

About American Fire Retardant Corp.

American Fire Retardant Corp. is in the business of developing, manufacturing and marketing a line of interior and exterior fire retardant chemicals. The company provides fire resistive finishing services through its "Textile Processing Center" for commercial users.

American Fire Retardant Corp. also designs new technology for future fire resistive applications that are being mandated by local, state and governmental agencies. Additionally, the company is active in the construction industry as sub-contractors for fire stop and fire film installations.

Safe Harbor for Forward-Looking Statements: Except for historical information contained herein, the statements in this new release are forward-looking statements that involve risks and uncertainties and are made pursuant to the safe harbor provisions of the Private Securities Reform Act of 1995. Forward-looking statements involve known and unknown risks and uncertainties, which may cause the company's actual results in the future periods to differ materially from forecasted results.