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Join Hy-Vee's Homefront Effort and Help Serve Our Nation's Veterans

November 4, 2016 | News & Press Releases


Hy-Vee customers can support veterans by rounding up their grocery bills now through Nov. 13

WEST DES MOINES, Iowa (Nov. 3, 2016) — To honor our nation’s veterans, Hy-Vee is encouraging its customers to join its Hy-Vee Homefront initiative and serve the men and women who have served America. The Hy-Vee Homefront initiative is comprised of several company efforts, including complimentary Veterans Day breakfasts at all Hy-Vee stores, Honor Flights and veterans and military member employee recruitment. 

‘Round Up’ Contributions to Surpass $1 Million
Through the Hy-Vee “Round Up for the Homefront” program, customers can join Hy-Vee in supporting veterans and military members when they check out today through Nov. 13 at the company’s 242 grocery stores across eight Midwestern states. Customers can participate by simply “rounding up” their purchases to the next dollar — or a desired dollar amount — at the checkout. Hy-Vee will match customer donations, up to $100,000.

And this year is the first time that customers can donate through Hy-Vee’s Aisles Online. The online shopping service will allow customers to contribute $1 or $5 per order to support veterans.

“Hy-Vee Homefront is our way of partnering with our customers to say thank you to those who have served our country,” said Brad Waller, assistant vice president of community relations at Hy-Vee. “With the generous support of our customers and our company match this year, we anticipate surpassing $1 million in funds raised over the past three years to assist veterans and their families.”

All proceeds from Hy-Vee’s Round Up program benefit Hope for the Warriors, Operation First Response and the Puppy Jake Foundation.

Hope for the Warriors is dedicated to enhancing the quality of life for post-9/11 service members, their families and the families of the fallen who have sustained physical and psychological wounds in the line of duty. Operation First Response helps meet the immediate personal and financial needs of wounded military members and their families. And, the Puppy Jake Foundation raises, trains and provides service dogs to veterans.

Veterans Day Breakfasts to Serve 90,000
In addition to Hy-Vee’s Round Up effort, Hy-Vee will commemorate Veterans Day on Nov. 11 by offering a free breakfast to all veterans and active-duty military members. Hy-Vee expects to serve more than 90,000 veterans and service members at its 242 stores.

More Than 1,100 Heroes Hired Through Recruiting Efforts
Every year, Hy-Vee increases its efforts to recruit and provide employment to veterans and active-duty military members. Over the past two years, Hy-Vee has hired more than 1,100 veterans or active military members in full- or part-time positions.

As part of the recruitment initiative, Hy-Vee offers newly hired veterans a relocation package that includes a $5,000 signing bonus with a two-year commitment, transportation of household goods and an allowance on closing costs of a home purchase through Midwest Heritage. In addition, all veterans and active-duty military members receive a paid day off on Veterans Day, career placement assistance for their spouses or family members, and coordination of military-related community outreach programs.

For more information about the Hy-Vee Homefront initiative, the organizations benefited and how you can get involved, visit


Hy-Vee, Inc. is an employee-owned corporation operating more than 240 retail stores across eight Midwestern states with sales of $9.3 billion annually. Hy-Vee ranks among the top 25 supermarket chains and the top 50 private companies in the United States. Supermarket News, the authoritative voice of the food industry, has honored the company with a Whole Health Enterprise Award for its leadership in providing services and programs that promote a healthy lifestyle. For more information, visit