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Hy-Vee’s Homefront Effort Raises More Than $216K To Assist Veterans

hyvee homefront

Last updated on June 14th, 2024 at 09:47 am

In November, Hy-Vee encouraged its customers to join its Hy-Vee Homefront initiative and help serve the men and women who have served America. Through its efforts, Hy-Vee will be donating more than $216,000 to organizations that assist local veterans and their families.

The Hy-Vee Homefront initiative is comprised of several company efforts to recognize and assist veterans and their families, including complimentary Veterans Day breakfasts at all Hy-Vee stores, donations to organizations that assist veterans through the Round Up for the Homefront program, Honor Flights and veteran and military member employee recruitment.

During Hy-Vee’s 2015 Round Up for the Homefront program, which took place Nov. 5-15, customers at all 240 Hy-Vee stores across eight Midwestern states were able to round up their purchases to the next dollar—or a desired dollar amount—at the checkout to help programs that assist veterans. The effort raised $116,870, a figure Hy-Vee will match with a $100,000 donation.

“Hy-Vee customers’ deserve a sincere thank you for their generous efforts to support our veterans and active military members,” said Brad Waller, assistant VP of community relations at West Des Moines, Iowa-based Hy-Vee. “The donations made by our customers will go directly to assisting our country’s heroes.”

The more than $216,000 raised will benefit three organizations that support veterans and their families: 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 raises, trains and provides service dogs to veterans.

In addition to the Round Up program, Hy-Vee also commemorated Veterans Day by offering a free breakfast to all veterans and active-duty military members. A new attendance record was set this year with Hy-Vee serving 91,384 veterans and service members breakfast on Nov. 11—approximately 8,000 more than those served during Hy-Vee’s 2014 Veterans Day breakfast.

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Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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