West Des Moines, Iowa-based Hy-Vee will honor Jack Trice, Iowa State University’s first Black athlete, with a limited-edition cereal that will be available in select stores across Iowa.
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, and a ceremony on the 100th anniversary of his death on Oct. 8.
“As an Iowa-based company, we are honored to be part of recognizing the legacy of Jack Trice,” said CEO Jeremy Gosch.
“Trice was a trailblazer, and his courage and commitment to the university and his teammates will forever be remembered.”
George Trice, executive director of the Trice Legacy Foundation, said, “Jack Trice always wanted to do more than his part to help others. It’s great to partner with a company like Hy-Vee that also goes above and beyond in the communities it serves.”
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. Hy-Vee ranks in the Top 5 Most Trusted Brands and has been named one of America’s Top 3 favorite grocery stores.
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