HRAL Hear AtLast Holdings Inc (PK)

HearAtLast Holdings, Inc. (PINKSHEETS: HRAL), a leading provider of suitable affordable solutions to clients with hearing needs in the billion dollar hearing loss market, today announced the Company has assembled a new Board of Directors to lead HearAtlast into 2010. Since its formation of their Advisory Board on June 30, 2009, the present Advisory Board will make up the new HearAtLast Board of Directors along with the addition of Janice Parente as a new member to the Board.

Furthermore, HearAtLast also announces the following Advisory Board Members returning and accepting positions as members of the Board of Directors: Louie Mele, consultant and former CEO of McDonald's Canada; and Gora Ganguli, President & CEO of VitaSound Audio, Inc.; and Dr. Randy Lacey.

Mr. Matthew Sacco is pleased to announce the acceptance of Janice Parente for the upcoming year, as well as the return from the Advisory Board Members and becoming part of the Board of Directors. "We are honored to have this elite group coming together for HearAtLast. All parties have experience that will be very beneficial in the implementation of our growth plans for 2010. Some of the members are returning for a second term and I strongly believe that the group as a unit will give myself and our management team some great direction and leadership in this expansion phase for our company." The first formal Board of Directors meeting is expected to take place in January 2010 where issues such as new corporate governance, shareholders meeting, company expansion and growth will be addressed.

About Janice Parente

Janice completed both her PhD and Post-Doctoral Fellowship in Molecular Pharmacology. After developing her skills at the Director level in global pharma, Janice founded a Canadian CRO and was its President and Managing Director for 10 years. With the same drive and determination that led her former company to become one of Canada's fastest growing companies for 6 years running, Janice created Montreal-based ethica Clinical Research Inc., a contract research organization (CRO) that conducts ethical clinical research in the development of drugs, devices, and natural health products.

ethica is celebrated in becoming the first Canadian entity and the first CRO in the world to become accredited by the Association for the Accreditation of Human Research Protection Programs (AAHRPP) -- earning this accreditation in December 2006. In August 2007, ethica formed a joint venture with India-based Matrix Group to create ethicamatrix CRO Pvt Ltd, thus becoming the first Canadian CRO to expand clinical trial management operations to India. The following year, ethica took another important step in the globalization of its business.

In August 2008, ethica formed a joint venture with Blanchard y Asociados, a clinical research consulting firm based in Buenos Aires (Argentina), in order to provide ethics review services in Latin America under the banner of Veritas IRB. Veritas IRB, a non-profit division of ethica Clinical Research Inc., was established in1996 and remains the only Canadian IRB to be accredited by AAHRPP. Janice was nominated by Ernst & Young and the Bank of Montreal for the prestigious Entrepreneur of the Year Awards for the Province of Quebec in 2003, 2004, 2005 and again in 2007. She became a finalist in 2005 and in 2007. Janice is also congratulated in ranking 65th of Canada's top 100 women entrepreneurs in the 2008 PROFIT W100 ranking of Canada's Top Women Entrepreneurs by PROFIT Magazine. Janice has been a member of the Board of Directors for the Festival International de Lanaudière since 2005 and for the Canadian Foundation Fighting Blindness since 2006. Janice is also an active member of various industry organizations such as BioQuebec, the Drug Information Association (DIA), and the Canadian Association of Research Ethics Boards (CAREB).

For more information on ethica Clinical Reasearch Inc., please visit www.ethicaclinical.ca

About Louie Mele

Mr. Mele began his career with McDonald's in 1972 as a crew member and through his dedication and commitment he was eventually appointed to Operations Manager in 1985. In 1987 he took his Canadian experience overseas to Italy where he assumed the role of Director of Operations and in April 1990 was named President of McDonald's Italy. Mr. Mele relocated to the United States in 1995 where he served as Regional Manager of the Southeast Division, a position held until 2001.

In April 2001, Mr. Mele returned home to Canada where he took on the role of Executive Vice President of McDonald's Restaurants of Canada and in 2003, he added the role of Chief Operating Officer for the Company. In April 2005 he was appointed as President of McDonald's Restaurant Canada bringing in a renewed focus to the Canadian System. Mr. Mele also served on the Board of Directors for the Ronald McDonald House Charities of Canada, the Canadian Restaurant and Food Services Association, and the Brick. He has also served as Chair of the CRFA's Fitness and Nutrition Roundtable, a committee he was instrumental in establishing. In 2006 Mr. Mele was honoured by the Caboto Club in his hometown of Windsor with the 2005 Italian of the Year Award.

About Gora Ganguli

Mr. Ganguli is President & CEO of VitaSound Audio, Inc., an early stage technology company. He is a technology/business executive with extensive experience in the microelectronics and semiconductor industries, including over 11 years in hearing instruments.

Prior to VitaSound, Gora was a Senior Vice-President at Gennum Corporation and General Manager of its Audio & Wireless Division. He successfully led the transition from analog technologies to digital and broadened the scope of business from hearing instruments to consumer-focused audio and wireless products. During this period, he served two terms as Director on the boards of the Hearing Industry Association and the Better Hearing Institute and was twice elected Secretary/Treasurer of both organizations.

Before Gennum, Gora was with IBM in their Micro-Electronics Division. At IBM, he performed various technical and management functions, and ultimately in senior operational and business unit management positions. Based in Canada, he also undertook international assignments in the United States and Japan.

Involved in university-industry relations throughout his career, he was a member of the original team that developed the Advanced Design and Manufacturing Institute (ADMI) program and remains a member of its Program Committee. He was on the Advisory Board of the Operations Management Program at McGill University's Faculty of Management, where he also taught Operations Management as a Faculty Lecturer. Gora holds a B.Eng. in mechanical engineering and an MBA, both from McGill University in Montreal, Canada.

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operates its wholly-owned subsidiary of hearing stores co-located within select Wal-Mart stores throughout Canada. Their chain of hearing stores specializes in the sale of digital hearing aids and testing services. The Company is the affordable hearing solution for Canadians, combining the most sought after retail space in North America with convenience and location. HearAtLast provides State of the Art Hearing Testing and Dispensing services to individuals with all types of measurable hearing loss.

HearAtLast facilities sell a selection of high quality brand name hearing aids and also offer complimentary screening tests, clinical hearing tests, high end ear buds and assistive listening devices. The Company's mission is to consolidate the highly fragmented hearing services industry while providing unparalleled service to the estimated 30+ million hearing impaired individuals throughout North America. After a prescription is approved, the independent on-site audiologists and hearing aid practitioners at HearAtLast utilize a refined process to dispense the latest in Name Brand digital hearing aids.

For more information please visit the company website at: www.hearatlast.com

Safe Harbor

Statements about the Company's future expectations and all other statements in this press release other than historical facts, are "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as that term is defined in the Private Securities Litigation Reform Act of 1995. The Company intends that such forward-looking statements be subject to the safe harbors created thereby.

The information contained in this press release may include forward-looking statements. Forward-looking statements usually contain the words "estimate," "anticipate," "believe," "expect," or similar expressions that involve risks and uncertainties. These risks and uncertainties include the company's uncertain profitability, need for significant capital, uncertainty concerning market acceptance of its products, competition, limited service and manufacturing facilities, dependence on technological developments and protection of its intellectual property. The company's actual results could differ materially from those discussed herein.

Investor Relations: HearAtLast Holdings, Inc. Aldo Rotondi 416-436-3795 investorrelations@hearatlast.com