News Releases

Montreal, September 23, 2010 — Sobeys Québec and BMO Bank of Montreal today announced a new Québec partnership to introduce a credit card earning IGA customers more AIR MILES reward miles launching in mid-October, 2010.

The No Fee BMO IGA AIR MILES MasterCard will enable customers to collect AIR MILES reward miles all around the world. As part of the launch, cardholders will receive exclusive offers and rewards unavailable with any other credit card. In addition, they will enjoy the added benefit of extended warranty protection, the added security of Chip and PIN functionality as well as MasterCard PayPass "Tap & Go" functionality.

With the new card, customers of the participating banners (IGA, IGA extra, Les Marchés Tradition and Rachelle-Béry) will receive two AIR MILES reward miles for every $20 in purchases in addition to the miles they earn using their AIR MILES Collector card. Everywhere else the No Fee BMO IGA AIR MILES MasterCard card is accepted, collectors will earn one mile per $20 spent.

“We’re delighted to partner with BMO to offer customers at our participating banners another way to earn AIR MILES reward miles even faster,” said Guy Terroux, Vice President, Marketing, Sobeys Québec.

Introductory Offer

• Automatic AIR MILES GOLD Collector Status
• Cardholders will earn two AIR MILES reward miles per $20 spent at IGA, IGA extra, Les Marchés Tradition and Rachelle-Béry during the first six months
• In addition, earn two AIR MILES reward miles per $35 spent at Club Voyages for a vacation package, cruise, or charter flight during the first six months
• Welcome bonus of 140 AIR MILES reward miles upon first purchase with card

“We're proud to be teaming up with Sobeys to provide our customers with access to an outstanding credit card that offers convenience and flexibility along with great rewards,” declared François Hudon, Senior Vice President, Québec Division, BMO Bank of Montreal. “It testifies to our commitment to providing smart products that meet our customers’ needs.”

This national program is adapted to each of Canada’s regions and loyalty programs. Introduced in the rest of Canada on September 10, it will officially launch in Quebec in mid-October, 2010.

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.

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.

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