Join Hy-Vee’s Homefront Effort and Help Serve Our Nation’s Veterans

Hy-Vee customers can support veterans by rounding up their grocery bills now through Nov. 13

Hy-Vee has long been a supporter of the military and veterans’ causes through programs such as Honor Flight, activities like our annual Veterans Day breakfasts, and recruitment of veterans and military member employees.  But with a new generation of veterans returning from active duty to face challenges here on the homefront, we know we can do more.

What is Hy-Vee Homefront?

Hy-Vee Homefront is an ongoing initiative to increase awareness of and support for organizations that serve our nation’s military members, veterans and their families. 

Through Hy-Vee Homefront, we’re inviting our customers, employees, suppliers and communities to join in serving those who have served us.  When the call came, they answered; now it’s time for all of us to honor their commitment and their sacrifice by stepping up to meet their needs at home.

How can you get involved?

Now, through November 13, say yes to “Round Up for the Homefront.”  The Round Up program allows customers to round up their grocery bill to the next dollar, with the proceeds going to support organizations that serve our nation’s military veterans and their families.  Hy-Vee will match customer donations, up to $100,000.

“Hy-Vee Homefront is our way of partnering with our customers to say thank you to those who have served our country,” said Brad Waller, assistant vice president of community relations at Hy-Vee. “With the generous support of our customers and our company match this year, we anticipate surpassing $1 million in funds raised over the past three years to assist veterans and their families.”

Your contribution will help these Hy-Vee Homefront organizations:

Operation First Response – a 501(c)3 nonprofit organization that helps meet the immediate personal and financial needs of wounded military members and their families.

Puppy Jake Foundation – a 501(c)3 nonprofit organization dedicated to helping military veterans through the assistance of well-bred and highly trained service dogs. 

Hope for the Warriors – a 501(c)3 nonprofit organization 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. 

For more information on Hy-Vee Homefront, click HERE.

Save the Date: November 11, Veterans Day Breakfast

All four of your Rochester Hy-Vee stores will be offering a free breakfast buffet to all veterans and active-duty military members as a way of thanking veterans and military members for their service. As a company, Hy-Vee typically serves more than 90,000 veterans and their guests each year at this event.