Hy-Vee is expanding its efforts to support veterans and military families, the grocery chain announced Tuesday. The initiative, called Hy-Vee Homefront, will begin next month with support for three veterans organizations.
From Nov. 6 through Nov. 16, customers will be given the option to round up their purchases to the nearest dollar in support of Operation First Response, which helps wounded military members and their families meet personal financial needs; the Puppy Jake Foundation, which purchases and trains service dogs for veterans; and Hope for the Warriors, which provides assistance to combat wounded service members, their families and families of those killed in action.
Hy-Vee will match up to $100,000 in donations.
“This is the first event of many we have planned throughout the year,” Hy-Vee CEO Randy Edeker said in a statement. “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.”
The initiative is intended to complement Hy-Vee’s existing efforts, such as annual Veterans Day breakfasts, Honor Flights and sponsorships of other area veterans groups and facilities.