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Hy-Vee Leads Homefront Effort to Help Veterans

To honor the nation’s veterans, Hy-Vee is encouraging shoppers to join its Hy-Vee Homefront initiative and serve the men and women who have served America.

The Hy-Vee Homefront initiative comprises several company efforts, including complimentary Veterans Day breakfasts at all Hy-Vee stores, Honor Flights and veterans and military member employee recruitment. 

Through the Hy-Vee “Round Up for the Homefront” program, customers can join Hy-Vee in supporting veterans and military members when they check out through Nov. 15 at the company’s 240 grocery stores across eight Midwestern states. The Round Up program provides customers the opportunity to round up their purchases to the next dollar — or a desired dollar amount — at the checkout. Hy-Vee will match customer donations, up to $100,000.

“Hy-Vee customers are grateful for the service our veterans and active military members provide this country, and they show it through their generosity at the checkout,” said Brad Waller, assistant VP community relations at Hy-Vee. “By partnering with our customers, we’ve raised more than $621,000 over the past two years through the Round Up for the Homefront program, and we look forward to adding to that total again this year.”

All proceeds from Hy-Vee’s Round Up program go to benefiting three organizations that support veterans and their families: Hope for the Warriors, Operation First Response and the Puppy Jake Foundation.

In addition to the Round Up effort, Hy-Vee also will commemorate Veterans Day on Nov. 11 by offering a free breakfast to all veterans and active-duty military members. 

Every year, Hy-Vee increases its efforts to recruit and provide employment to veterans and active-duty military members. Over the past 18 months alone, Hy-Vee has hired 561 veterans in full-time and part-time positions.

Hy-Vee now offers newly hired veterans a relocation package that includes a $5,000 signing bonus with a two-year commitment, transportation of household goods and an allowance on closing costs of a home purchase through Midwest Heritage. In addition, all veterans and active-duty military members receive a paid day off on Veterans Day, career placement assistance for their spouses or family members, and coordination of military-related community outreach programs.


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