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Grocers Marking Veterans Day In Various Ways

Food Lion

Grocers across the U.S. are commemorating Veterans Day on Nov. 11 through discounts and fundraisers for all veterans and active-duty military members.

Festival Foods

In collaboration with 11 vendor partners, veterans visiting any Festival Foods location on Nov. 11 can pick up 12 free products that are available while supplies last with a $20 minimum purchase. 

The annual event, which is in its sixth year, includes a selection of items ranging from pizza and sliced ham to coffee and energy drinks. 

Its origins date back to 2018, when Travis Tiedt of the Festival Foods buying team sought to support veterans with complimentary products.

“We were aware that many of our vendors are committed to supporting their communities, especially veterans, just like we are,” Tiedt shared.

“We approached Brew Pub, a local pizza vendor, to be part of a Veterans Day promotion. They agreed and before long, we had nine free products to offer veterans on Veterans Day in 2018.”

Tiedt’s initial goal was to offer “more than a meal” to veterans, and the response exceeded expectations. In 2020, the number of free items increased to 12 products. Last year, vets received complimentary products with a retail value of $750,000.

This year’s vendors include Brew Pub Pizza, Cameron’s Coffee, Keurig Dr Pepper, Liquid Death, McCain Foods USA Inc., Pan O Gold Baking Co., Pepsi-Cola North America, Perfect Hydration, Old Dutch Foods Inc., Smithfield Foods Inc. and Utz Quality Foods.

In addition, Festival Foods’ locations in Wisconsin regularly host Heroes Cafe programs, aimed at gathering veterans for coffee, doughnuts and conversation.

Food Lion

Food Lion is providing active-duty military personnel and veterans with a 10 percent discount on Nov. 11.

“Active and former military are an important part of the towns and cities we serve,” said Meg Ham, president.

“We are grateful for the selfless service and sacrifice of our hometown heroes. Food Lion is committed to helping our military personnel, veterans and their families save money, especially during a time of year when we are focused on nourishing families and celebrating moments that matter the most.”

To receive the discount at more than 1,100 stores across its 10-state footprint, active-duty military veterans and their families should present their MVP card and military identification at the time of checkout. This offer is valid only in-store.


Hy-Vee is hosting a breakfast dine-in from 6-10 a.m. on Nov. 10, offering a free buffet style meal.

All veterans and active-duty military members will also receive 15 percent off their grocery purchases that day when they shop at Hy-Vee, Dollar Fresh Market and Hy-Vee Fast & Fresh locations.

In addition, Hy-Vee is holding its Homefront Round Up fundraiser through Nov. 15. The grocer will also match all customer donations up to $100,000, with all proceeds benefiting Hope for the Warriors, Operation First Response, American Red Cross and the Puppy Jake Foundation. 


Kroger began Veterans Day festivities with a veteran and military family virtual career expo Nov. 9. 

Kroger banner for Veterans Day

The expo provided an opportunity for veterans and their families to learn more about career opportunities with the Kroger Family of Companies. In the last 10 years, Kroger has hired more than 50,000 veterans in various departments across the company.

The grocer supports veteran employees through the Veterans Associate Resource Group, which highlights the talents and strengths of those with military experience through education, mentoring and networking while supporting those in need.

Kroger will also honor active and former military members and their families with a 10 percent discount on Nov. 11. Customers will need to provide a valid military ID at the time of checkout.

Southeastern Grocers

Southeastern Grocers is honoring those who have served through an 11 percent discount to veterans and active service members on Nov. 11. Customers will need to provide valid documentation, like a military or veteran ID, to receive the discount. 


SpartanNash will offer an 11 percent discount storewide to active, retired and discharged U.S. military service members and reservists. This discount is available Nov. 10-12 at all SpartanNash retail locations, such as Family Fare, D&W Fresh Market, VG’s Grocery and Supermercado Nuestra Familia.


Wawa will offer a free any size hot coffee to veterans, active military service members and their families all day on Nov. 11, with no military ID required. This is available at all Wawa locations throughout Pennsylvania, New Jersey, Delaware, Maryland, Virginia, Washington D.C. and Florida.

“It’s our annual tradition to salute service members on Veterans Day with a hot cup of coffee to thank them for everything they do to serve our country and our communities,” said CEO Chris Gheysens.

“Also, for the past 13 years, we’ve been providing service members abroad with a ‘Taste of Home’ through our coffee care packages, and we are thrilled to continue this tradition once again in 2023 and for years to come.”

Veterans Day

“Operation Taste of Home” is an annual tradition organized by Wawa employees and supported by the USO of Pennsylvania and Southern New Jersey and USO Central Florida. 

Throughout November, Wawa employees, the USO and Pennsylvania National Guard members assembled more than 10,000 care packages that are sent to military service members abroad. 

In addition, The Wawa Foundation presented a check to the USO for $1.02 million raised through in-store coin and scan campaigns held at every store this summer. The funds, which are distributed to the local USO chapters throughout Wawa’s operating area, go to programs supporting military service members and their families. 

Since 2012, The Wawa Foundation has raised more than $10.8 million to support USO programs and services that help to keep service members connected to family, home and country.

Read more independent store and corporate chain store news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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