News Releases

· BMO becomes Sobeys Inc.'s new financial services partner

· In Ontario and Western Canada -- Club Sobeys MasterCard will be re-launched as the new No Fee BMO Club Sobeys MasterCard

· In Atlantic Canada -- No Fee BMO Sobeys AIR MILES MasterCard will be introduced to Sobeys and Foodland customers to complement existing AIR MILES rewards miles program

· Sobeys customers will receive exclusive offers and rewards not available with any other credit card product

· BMO and Sobeys Inc. will jointly develop unique banking products for Sobeys' customers

TORONTO, SEPTEMBER 9, 2010 – BMO Bank of Montreal and Sobeys Inc. announced today an exclusive financial services partnership and the launch of new credit card products for Sobeys' customers in Atlantic Canada, Ontario and Western Canada.

"This partnership will expand our footprint as Canada's leading MasterCard issuer, and help us establish fuller relationships with Sobeys' customers," says David Heatherly, Vice President, Payment Products, BMO Bank of Montreal.

As a complement to the highly successful Club Sobeys rewards program, BMO and Sobeys will re-launch the Club Sobeys MasterCard in Ontario and Western Canada with the introduction of the No Fee BMO Club Sobeys MasterCard. Cardholders will continue to enjoy all of the rewards, features and convenience of a no fee credit card that was available to them through the original Club Sobeys credit card program but with the added benefit of extended warranty protection, the added security of Chip and PIN functionality as well as MasterCard PayPass "Tap & Go" functionality.

In Atlantic Canada, Sobeys and Foodland customers will reap more rewards from their everyday grocery shopping by increasing their AIR MILES earning potential with the No Fee BMO Sobeys AIR MILES MasterCard. This is the first time that a co-branded credit card rewards program has been available to Sobeys and Foodland customers in Atlantic Canada. Customers can now earn rewards two ways – by using their AIR MILES Collector card and their No Fee BMO Sobeys AIR MILES MasterCard when purchasing groceries at Sobeys and Foodland stores.

Both cards also offer member exclusive offers and rewards not available with any other credit card product.

Mr. Heatherly says the BMO and Sobeys Inc. partnership includes longer-term plans to develop additional banking products that will meet the financial services needs of Sobeys' customers.

"We're excited to be teaming up with BMO to provide our customers with great financial products starting with credit cards with benefits that will significantly enhance their membership in the Club Sobeys and AIR MILES rewards programs," says Belinda Youngs, Chief Marketing Officer, Sobeys Inc. "With today's announcement, we're giving customers more of the things they tell us they want – convenience, flexibility and rewards on items they buy and use everyday. When you combine all these things with a no fee credit card backed by the trust and security of Canada's first bank - you get a winning combination for our customers."

Customers can quickly and easily accelerate their Club Sobeys points or AIR MILES reward miles earning power by applying for the No Fee BMO Club Sobeys MasterCard or No Fee BMO Sobeys AIR MILES MasterCard online at www.bmoclubsobeys.com or www.bmosobeys.com respectively, or by picking up an application in-store at any Sobeys or Foodland store in Atlantic Canada or Sobeys store in Ontario and Western Canada.

About BMO

BMO Bank of Montreal is the largest MasterCard issuer in Canada and has been a founding sponsor of the AIR MILES Reward Miles Program since its inception in 1992 -- when it became the first major bank in North America to start rewarding its customers for their personal banking. Established in 1817 and based in Canada, BMO Financial Group serves more than 10 million personal, commercial, corporate and institutional customers in North America and internationally. Our operating groups – Personal and Commercial Banking, BMO Bank of Montreal in Canada and Harris in the United States; Private Client Group, our wealth management business; and BMO Capital Markets – share one vision: to be the bank that defines great customer experience.

About Sobeys Inc.

Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.