Skip to main content

Hy-Vee Homefront Kicks Off Second Year, Adds Veterans Recruitment Initiative

November 7, 2014 | News & Press Releases


Customers can support veterans by rounding up their grocery bills now through Nov. 16

WEST DES MOINES, Iowa (Nov. 7, 2014) — Hy-Vee, Inc. is kicking off the second year of Hy-Vee Homefront, an initiative that has raised more than $387,000 to help support organizations that serve our nation’s military members, veterans and their families. Hy-Vee Homefront includes several supporting efforts — the Round Up program, veterans and military member employee recruitment, Honor Flights and Veterans Day breakfasts.

New this year is Hy-Vee’s increased focus to recruit and provide employment to veterans and active-duty military members. Veterans and service members possess qualities, such as leadership, loyalty, honor and commitment, that closely align with Hy-Vee’s core values. In the coming years, Hy-Vee will more actively recruit from the increasing pool of veterans who are re-entering civilian life and looking for employment.

“We’ve learned an estimated one million service members will be looking for employment in the next five years. These individuals are assets to our communities, and we want to help lead efforts to offer them employment opportunities as they return to civilian life,” said Kate Wolfe, group vice president of human resources at Hy-Vee. “Veterans have demonstrated their commitment to service, and would be a good fit in our company and culture.”

As part of this new effort, 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 Bank. In addition, all veterans and active-duty members will 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.

Customers can join Hy-Vee in supporting veterans and military members when they check out at Hy-Vee’s 237 stores across eight Midwestern states now through Nov. 16. The Homefront Round Up program provides customers the opportunity to round up their purchases to the nearest dollar — or a desired dollar amount — at checkout. Hy-Vee will match customer donations, up to $100,000.

Last year’s Veterans Day Round Up generated about $267,000 through store events, Hy-Vee’s match and a donation from the Kansas City Chiefs. Additional money was raised with two other Round Up events held this past year, bringing the total to more than $387,000. All proceeds go to three benefiting organizations that support veterans: 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 provides service dogs to veterans.

“Helping our veterans and military members has long been a commitment of Hy-Vee. And the continued interest from our customers, communities and suppliers affirms what we already knew — this is the right thing to do,” said Brad Waller, assistant vice president of community relations at Hy-Vee.

Hy-Vee will also celebrate Veterans Day by offering a free breakfast to all veterans and active-duty military members on Nov. 11. Hy-Vee expects to serve about 80,000 veterans and service members at more than 200 stores this year.

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


Hy-Vee, Inc. is an employee-owned corporation operating 237 retail stores across eight Midwestern states with sales of more than $8 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