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

November 4, 2015 | News & Press Releases


Hy-Vee customers can support veterans by rounding up their grocery bills Nov. 5–15

WEST DES MOINES, Iowa (Nov. 4, 2015) — 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.

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 Nov. 5–15 at the company’s 240 grocery stores across eight Midwestern states. The Round Up program provides customers the opportunity to round 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.

“Hy-Vee customers are grateful for the service our veterans and active military members provide this country, and they show it through their generosity at the checkout,” said Brad Waller, assistant vice president of community relations at Hy-Vee. “By partnering with our customers, we’ve raised more than $621,000 over the past two years through the Round Up for the Homefront program, and we look forward to adding to that total again this year.”

All proceeds from Hy-Vee’s Round Up program go to benefiting three organizations that support veterans and their families: 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.

In addition to Hy-Vee’s Round Up effort that runs Nov. 5–15, Hy-Vee also 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 approximately 80,000 veterans and service members at its 240 stores.

Every year, Hy-Vee increases its efforts to recruit and provide employment to veterans and active-duty military members. Over the past 18 months alone, Hy-Vee has hired 561 veterans in full-time and part-time positions.

“We know that veterans and military service members possess loyalty, honor and commitment – qualities that match Hy-Vee’s core values,” said Sheila Laing, executive vice president and chief customer officer at Hy-Vee. “We will continue to actively recruit those with military experience because it is good for veterans, good for communities and good for Hy-Vee.”

Hy-Vee now 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 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