�APPRENTI� CHILL OUT ON EPISODE TWO WHEN TRUMP�S TASK HAS THEM CREATING AND SELLING NEW FLAVOR OF GELATO FOR CIAO BELLA (SEPTEMBER 16, 9:20-10:59PM ET)

TRUMP IS RUTHLESS IN ELECTRIFYING BOARDROOM THAT LEAVES ONE CANDIDATE IN COMPLETE SHOCK

NEW YORK -- September 13, 2004 �- Candidates get the scoop on the 20 billion dollar ice cream business during this week's installment of "The Apprentice" (September 16, 9:20-10:59pm ET). After selecting project managers, each team heads to the Ciao Bella Gelato factory where they brainstorm on a new flavor of gelato to develop. Once a flavor is decided upon, a 14 hour production and freezing process ensues. The following day, candidates sell as much gelato as possible around Manhattan.

One team concocts an innovative and heart-felt gimmick. Alliances begin to form on both teams and the knives come out in the boardroom. The climactic boardroom showdown is gasp-inducing and Trump has never been more ruthless and unpredictable. One candidate has trouble handling the intensity.

"MOSAIC": Pamela, Raj, John, Chris, Kelly, Andy, Wes, and Kevin

"APEX: Bradford, Ivana, Jennifer C., Jennifer M., Stacie J., Stacy R., Sandy, Elizabeth and Maria

Week 2 Boardroom Exemption: Bradford

"We were honored to be approached by a television show that has captured the attention of the entire nation," said Charlie Apt, President of Ciao Bella Gelato. "Ciao Bella is New York's premiere ice cream and we welcome the chance to introduce our product to the discerning fans of 'The Apprentice' -and to The Donald himself."

About The Ciao Bella Gelato Company:

The Ciao Bella Gelato Company is the nation's top producer of artisanal gelato (ultra premium ice cream and sorbet). It began as a tiny storefront in New York's Little Italy; today their mouthwatering, premium products are available in gourmet markets, top-rated restaurants, and Ciao Bella cafes across the country. While the company's growth has been tremendous, the focus on quality has never wavered: all of Ciao Bella's gelato and sorbet is handmade from their secret Italian recipe and includes only the best ingredients from around the world. Ciao Bella is the recipient of many awards, including several "Best Dessert" nods from the National Association for the Specialty Food Trade (NASFT), and awards from Zagat, and Time Out New York and Angelino magazines. A dazzling assortment of gelati and sorbetti - including flavors developed by the contestants on "The Apprentice" - are available online at www.ciaobellagelato.com, as well as at retail locations throughout the country.

"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump and Jay Bienstock are executive producers. Conrad Riggs and Kevin Harris are co-executive producers.