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Hy-Vee Announces Hy-Vee Homefront Initiative

Published: Wednesday, Nov. 6, 2013 9:55 a.m. CDT

WEST DES MOINES — Hy-Vee Chief-Executive Officer 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.

“As a community partner, Hy-Vee has a long tradition of supporting our military men and women and their families,” Edeker said. “However, we felt we could do more. Hy-Vee Homefront is another way for us to say thank you to those who have served our country, and bring much-needed attention to organizations that are doing outstanding work on behalf of veterans in our local communities.”

Hy-Vee Homefront is intended to compliment Hy-Vee’s existing veteran support efforts, such as annual Veterans Day breakfasts, Honor Flights and sponsorships of other area veterans groups and facilities.

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.

“This is the first event of many we have planned throughout the year,” Edeker said. “Hy-Vee Homefront is not a one-time effort. It is an ongoing and comprehensive campaign across eight states and all 234 of our stores to improve the lives of the thousands of veterans who have returned home.”

For more information on Hy-Vee Homefront, visit www.Hy-Vee.com or look for the Hy-Vee Homefront logo in stores.

To retrieve the announcement video, logos, announcement event footage and interview sound bites, access http://approvals.screenscapestudios.com/Hy-Vee-Homefront/. Event footage will be available no later than 3:30 p.m. CST.

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