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Hy-Vee on Fleur Employee Earns Company's Highest Honor

August 28, 2020 | News & Press Releases

WEST DES MOINES, Iowa (Aug. 28, 2020) — Shoppers and employees of the Hy-Vee on Fleur know exactly who to turn to when there’s a problem. Whether it’s finding a product, dealing with a major crisis or simply needing an ear to listen, Hy-Vee Assistant Director Jason Redd is there every time with a helpful smile and a positive attitude.

Jason has worked at the store since he was 14 and is referred to as the “backbone” of the store, doing anything and everything for his customers, employees and community. That’s why fellow employees, family members, customers and Hy-Vee executives gathered at the Hy-Vee on Fleur in Des Moines today to surprise Jason with the Legendary Customer Service Award. The award recognizes exemplary achievement in providing service that exceeds customers’ expectations. Only nine winners were selected from among more than 85,000 Hy-Vee employees across eight states. 

“Jason is one of the most dedicated employees that I have ever had the opportunity to work with,” Hy-Vee on Fleur Store Director Ryan Roberts wrote in his nomination. “When I was named to this store, many people who have worked here in the past had a story to tell about Jason. Without fail, each story told centered on his dedication and helpfulness in almost every situation. To have someone of Jason’s tenure and experience in a key management position is an asset that you absolutely cannot place a price tag on.”

Jason is known throughout the store for his contagious smile and his strong work ethic. He always puts the needs of others before his own. To his customers, he is a friendly face who will do anything to make their experience amazing. He knows his customers by name and forms genuine relationships with them, learning about their family, their activities and more. To his employees, Jason is someone others can lean on. He is a leader, mentor, confidant and trainer. He is a helping hand, and no job is too big or too small. 

“Many customers shop at the store in hopes to be able to catch Jason on weekly visits,” Hy-Vee Central District Vice President Jamie Stephens wrote in his nomination. “The customers enjoy spending a little time visiting with him on each trip. You will always see Jason working and roaming the aisles at the store with an infectious smile and a hearty laugh that will turn anyone’s day around.”

Candidates are nominated for the Legendary Customer Service Award by their co-workers, and winners are selected by a panel of Hy-Vee’s top officers. Nominations are evaluated on the employee’s overall contributions to the company in nine areas: passion for customer service, attitude, initiative, teamwork, problem-solving skills, dedication to Hy-Vee fundamentals, communication skills, professional image and self-confidence.

Hy-Vee’s Chairman, CEO and President Randy Edeker said Jason demonstrates exactly the type of commitment to customers that Hy-Vee leaders had in mind when the Legendary Customer Service Award was established in 2006. 

“Jason lives out the things Hy-Vee stands for in everything he does while providing helpful and dedicated service to our customers. His nominators pointed to example after example of his commitment to his customers, his co-workers and his community,” Edeker said. “This award honors the best of the best from among our Hy-Vee family, and Jason is most deserving of this recognition.” 

Jason and the other 2020 recipients of the Legendary Customer Service Award will be inducted into 
Hy-Vee’s Customer Service Hall of Fame and receive a coveted Legendary Customer Service name badge and a custom-designed ring to commemorate the honor. Recipients will also receive a crystal trophy and a free trip of their choice. And finally, their photos will be prominently featured on the side of Hy-Vee trucks, showcasing their helpful smiles to millions of travelers across the Midwest.


Hy-Vee, Inc. is an employee-owned corporation operating more than 275 retail stores across eight Midwestern states with sales of $10 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 10 Most Trusted Brands and has been named one of America’s Top 5 favorite grocery stores. The company’s more than 85,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit