West Des Moines, Iowa – November 12, 2007 – Iowa’s number one grocery retailer, Hy-Vee Inc., today announced its launch of “Hy-Vee Mobile powered by Fusion Mobile” cell phone service. Starting November, Hy-Vee customers will be able to conveniently purchase a Hy-Vee Mobile phone and minutes at all Hy-Vee Food Stores.

All Hy-Vee Food Stores in the United States will carry Hy-Vee Mobile phones and Plan Cards with prepaid minutes. The low-cost minutes plans will run from $20- $125 and all phone accounts will come with free features such as:

• keep your unused minutes • free unlimited nights and weekend minutes • free domestic long distance • free nationwide coverage • text message • voicemail • caller ID • three-way calling

Additionally, customers may purchase phones that can send three Picturemails for 18 cents a day, browse the wireless web for 20 cents a day and be Walkie-Talkie capable for only 50 cents per day. Calls to Mexico are as low as 2.5 cents per minute. The stylish Hy-Vee phones will be competitively-priced from $50-$200.

“With today’s fast-pace lifestyles, cell phones quickly keep families, friends and businesses connected,” said Tom Watson, Hy-Vee, Vice President of General Merchandising. “To keep things extremely simple, there are no credit checks, no long-term contracts and no hidden fees. Getting your phone and minutes at a Hy-Vee checkout line is about as easy as it gets.”

Hy-Vee’s technology partner in this groundbreaking venture is wireless industry leader Fusion Mobile located in Austin, Texas. For more details about Hy-Vee Mobile powered by Fusion Mobile products and services, you can go to www.hy-veemobile.com.