Skip to main content

Marshalltown Hy-Vee Employee Earns Company's Highest Honor

Lori Veld named 2019 Hy-Vee Legendary Customer Service Award recipient

August 23, 2019 | News & Press Releases

MARSHALLTOWN, Iowa (Aug. 23, 2019) — Customers at the Marshalltown Hy-Vee know that they can always find “a helpful smile in every aisle” of their local store. But when tragedy strikes, Marshalltown residents now know that the helpful smile of Marshalltown Hy-Vee Customer Service Manager Lori Veld will be wherever they need it most. 

The afternoon of July 19, 2018, forever changed the landscape of Marshalltown and the lives of its residents. In the aftermath of the destructive tornado that hit the center of the town, Veld helped make sure that everyone who came into the Marshalltown Hy-Vee knew where to get the help and support they needed.

Veld’s response to last year’s tornado is why fellow employees, family members, customers and Hy-Vee executives gathered at the Marshalltown Hy-Vee today to surprise Veld with the Legendary Customer Service Award. The award recognizes exemplary achievement in providing service that exceeds customers’ expectations. Only 11 winners are selected each year from among more than 80,000 Hy-Vee employees across eight states. 

“Lori exemplifies the Hy-Vee culture every day, but her character really stood out in the aftermath of the devastating tornado in Marshalltown last year,” Hy-Vee District Vice President Lucas Glasgow wrote in his nomination. “She wasn’t working that day, but she quickly made her way to the store to check on everyone and see how she could help. She loaded up vans with supplies and went into the affected neighborhoods to distribute them. She made sure her team always had up-to-date information about disaster relief resources so they could answer questions for customers who came in the store. Others may have distanced themselves from the confusion and destruction, but Lori ran right into it to make sure the people of Marshalltown were taken care of.”

Veld’s commitment to her customers is on display each and every day in the Marshalltown Hy-Vee store, not only during times of crisis. “Being late or inconsiderate is unacceptable in Lori’s world,” wrote one nominator. “She trains all our customer service and delivery staff personally to make sure they’re delivering the level of service we expect at Hy-Vee. She has the ability to separate herself from the chaos that can happen at busy times, and her calm demeanor flows out to her staff and to our customers. She is keenly aware of the diversity of customers we have in Marshalltown and works very hard to make sure that any confusion that can come from language barriers is addressed quickly and simply. Everyone is welcome and receives incredible service at Lori’s customer service counter.”

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 Veld 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. 

“Lori lives out the things Hy-Vee stands for in everything he does — caring, helpful and dedicated service to our customers. Her nominations pointed to his consistent commitment to his customers, his co-workers and his community. She goes above and beyond with every customer interaction, and makes sure everyone feels welcomed and cared for in her store,” Edeker said. “This award honors the best of the best from among our Hy-Vee family, and Lori is most deserving of this recognition.” 

Veld and the other 2019 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. They will be guests of honor at Hy-Vee’s service award dinners in October, which honor employees for longevity of service. They also will be recognized at Hy-Vee’s annual stockholders’ meeting in December, where they will receive a travel voucher good for a trip to a destination 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 260 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 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit