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Hy-Vee to Honor Jack Trice with Limited-Edition Cereal

A portion of the sales will benefit the Trice Legacy Foundation

September 18, 2023 | News & Press Releases

Hy-Vee will honor Jack Trice, Iowa State University’s first Black athlete, with a limited-edition cereal that will be available in select Hy-Vee stores across Iowa starting today. A portion of the sales from Jack Trice Hy-Vee Wheat Flakes will benefit the Trice Legacy Foundation, which offers scholarships and technology grants for Black students.

At Iowa State University, Trice was a member of the football and track and field teams. He studied animal husbandry and planned to help Black farmers after he graduated. He suffered severe injuries in his second collegiate football game and died at the age of 21 in Ames on Oct. 8, 1923.

Iowa State is honoring Trice and his legacy on and off the field with a year-long series of activities. The commemoration will culminate with the Jack Trice Legacy game on Oct. 7, 2023, and a ceremony on the 100th anniversary of his death on Oct. 8, 2023.

"As an Iowa-based company, we are honored to be part of recognizing the legacy of Jack Trice,” said Jeremy Gosch, Hy-Vee’s CEO. "Trice was a trailblazer, and his courage and commitment to the university and his teammates will forever be remembered.”

“Jack Trice always wanted to do more than his part to help others,” said George Trice, executive director of the Trice Legacy Foundation. “It’s great to partner with a company like Hy-Vee that also goes above and beyond in the communities it serves.”

For more information on The Jack Trice Commemoration, visit


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

The Trice Legacy Foundation seeks to fulfill the plans of Jack Trice to help communities and families. It offers scholarships and technology grants for Black students pursuing college education. For more information, visit