Tuesday, Hy-Vee CEO Randy Edeker announced a new effort to raise funds and awareness for important organizations serving the nation’s military members, veterans and their families.
Hy-Vee Homefront is a year-round initiative that will include events, promotions and donation opportunities to support up to 3.9 million veterans located within the company’s eight-state region.
Hy-Vee Homefront begins with support for three veterans’ organizations: Hope for the Warriors, Operation First Response and Puppy Jake Foundation.
All three groups focus on supporting military members and their families once they’ve returned home from active duty.
The first Hy-Vee Homefront event will run Nov. 6-16, giving customers the opportunity to round up their purchases to the nearest dollar—or desired dollar amount—with the proceeds benefiting the Hy-Vee Homefront organizations.
Hy-Vee will match all donations from the ROUND UP program, up to $100,000.