Skip to main content

Hy-Vee Announces 100 Million Meals* Challenge to Fight Hunger with Feeding America®

New hunger fighting campaign will run through the end of the year with a goal to provide 100 million meals to Feeding America and 18 partner food banks across the Midwest. 

March 1, 2023 | News & Press Releases

Hy-Vee announces its newest initiative to help fight hunger across its eight-state region. The supermarket chain is launching a major campaign now through the end of the year to provide 100 million meals* to the Feeding America® network of partner food banks across the Midwest. This collaborative campaign brings together Feeding America partner food banks, manufacturers and suppliers, as well as Hy-Vee customers to help support people across the Midwest who are experiencing food insecurity.  

The 100 Million Meals Challenge begins March 1 with a register round up across all Hy-Vee, Dollar Fresh Market and Hy-Vee Fast & Fresh locations. Customers can round up their purchases to the nearest dollar during checkout to donate to the Challenge. All funds collected at stores will go directly to partner food banks serving their local community. Customers can also donate online by going to

In addition to customer donations, Hy-Vee is working with national food manufacturers and suppliers** to provide food and funds to benefit the 18 Feeding America partner food banks that operate in its eight-state region. Those food banks support thousands of local pantries that provide food to families every day. For every $1 donated, Feeding America can help provide at least 10 meals* on behalf of local member food banks.

“Food insecurity remains a national crisis,” said Jeremy Gosch, CEO of Hy-Vee. “The kickoff to this campaign comes at a crucial time as emergency SNAP benefits end around the country. By working together with our employees, customers, partners and community leaders, we are going to do everything we can to achieve this goal and ensure organizations in our communities have the resources they need to combat hunger.”

“With nearly 34 million people experiencing food insecurity nationwide, ending hunger is a mission that requires strong collaboration and ambitious goals, and we’re grateful to have partners like Hy-Vee who offer just that,” said Casey Marsh, Feeding America’s Chief Development Officer. “At a time like this, as families' budgets continue to tighten, it’s exciting to think about the impact that this initiative will have on communities across the Midwest.”

Over the years, Hy-Vee has supported the Feeding America network of partner food banks through several initiatives including register round ups, food donations and disaster relief efforts. Last year’s Food Bank Fridays initiative provided ongoing support for the 18 Feeding America partner food banks that operate in Hy-Vee communities.

The 100 Million Meals Challenge launches in conjunction with the 2023 NTT INDYCAR SERIES season. The new season takes the green flag on Sunday, March 5, on the Streets of St. Petersburg, Fla. Hy-Vee will promote the challenge throughout the race season with prominence and special activities during its Hy-Vee INDYCAR Race Weekend, July 21-23, at Iowa Speedway in Newton, Iowa.

*$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. Pounds of food donated through in-store donations defines a meal as 1.2 pounds by the USDA. From March 1 – Dec. 31, 2023, Hy-Vee guarantees a minimum donation of $250,000 through fundraising activities associated with its 100 Million Meals Challenge campaign to support the Feeding America network.

** The following national suppliers are supporting Hy-Vee's 100 Million Meals Challenge: Ajinomoto Foods, American Pop Corn Co., Amplify Snack Brands, B&G Foods, Bang Energy – VPX Sports Nutrition, Barilla, Bays Bakery Inc., BEF Foods, BelGioioso Cheese, Bellisio Foods, Blackhawk Specialty Foods, Blue Buffalo, Blue Diamond, Blue Triton, Bob’s Red Mill, BODYARMOR, Cameron’s Coffee, Campbell Soup Company, Cargill, Celsius, Challenge Dairy Products, Chobani, Chocolette Distribution, Church & Dwight, Clorox, Coca-Cola, Conagra, Congo Brands, Consumers Supply, Continental Mills, Crystal Farms, Danone, Del Monte, Dot Foods, Dreyer’s, Eagle Foods, Fairlife, Ferrero, Filippo Berio, Frito-Lay, Frontier Natural Products, General Mills, Hain Celestial, Hormel Foods, Hostess Brands, Huhtamaki Chinet, Impossible Foods, Johnson & Johnson, Johnsonville, Kellogg’s, Kemps, Keurig Dr Pepper, Kimberly-Clark, Kraft Heinz, Land O’Lakes, Lassonde Industries, Lemon Perfect, Libman, Lindt, Mars Petcare, Mars Wrigley, Materne Industries, McCormick, McKee Foods, Mederer, Mission Foods, Mizkan, Mondelez, Monster Energy, Morton & Bassett Spices, Nature’s Bakery, Nestlé, Oberto Snacks, Palermo’s Pizza, Peet’s Coffee, PepsiCo, Pictsweet Co., Pompeian, Inc., Post Consumer Brands, Procter & Gamble, Promotion in Motion, Quaker Oats Company, Red Bull, Rhodes International, Rich Products, Riviana Foods, Rosina Food Products, Ruiz Foods, Sara Lee, Sargento, SC Johnson, Schwan’s Consumer Brands, Simply Good Foods, Smithfield Foods, Smuckers, Starbucks, Sunny Delight Beverages, Tattooed Chef, The Wonderful Company, Tyson Foods, Unilever, Upfield, Utz Brands, Wells Blue Bunny.


Hy-Vee, Inc. is an employee-owned corporation operating more than 285 retail stores across eight Midwestern states with sales of more than $13 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 5 Most Trusted Brands and has been named one of America’s Top 3 favorite grocery stores. The company’s more than 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit

Feeding America® is the largest hunger-relief organization in the United States. Through a network of more than 200 food banks, 21 statewide food bank associations, and over 60,000 partner agencies, food pantries and meal programs, we helped provide 5.2 billion meals to tens of millions of people in need last year. Feeding America also supports programs that prevent food waste and improve food security among the people we serve; brings attention to the social and systemic barriers that contribute to food insecurity in our nation; and advocates for legislation that protects people from going hungry. Visit, find us on Facebook or follow us on Twitter.