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Hy-Vee Homefront to hold next Round Up fundraiser in its stores over Memorial Day weekend, May 23 – 26, 2014

Next ‘Round Up’ fundraiser in Hy-Vee stores Memorial Day weekend from May 23-26

WEST DES MOINES, IA, 2014-5-22 — /EPR Retail News/ — Hy-Vee Homefront, Hy-Vee’s veteran support initiative, will hold its next Round Up event in all of its stores over Memorial Day weekend, May 23 – 26, 2014. Customers will be able to round up their purchases to the nearest dollar amount, or more if they choose, with the additional amount going in full to Hy-Vee Homefront. The Homefront Round Up funds help support three veterans’ organizations: Puppy Jake FoundationHope For The Warriors® and Operation First Response.

“Hy-Vee customers have shown their true colors through their generosity with this campaign, and we are excited to prolong that passionate support through another Round Up campaign,” said Brad Waller, AVP of Community Relations at Hy-Vee. “Helping our veterans has long been a focus for Hy-Vee, and the continued interest from our customers, communities and suppliers affirms what we already knew—this is the right thing to do.”

The first Round Up event was held over the Veterans Day holiday in 2013. Since that time, the initiative has distributed the first round of funds raised, which include customer donations and a company match. The total amount raised and distributed thus far is $279,120.

Funds raised from Homefront events until Veterans Day 2014 will go to support Puppy Jake Foundation, Hope For The Warriors and Operation First Response. The funds have been used to finance important veterans’ initiatives and programming, increase the number of veterans served and extend the reach of veteran services to new individuals and communities.

“Puppy Jake Foundation was honored and thrilled to be selected as a recipient of the Hy-Vee Homefront Round Up initiative,” said Becky Beach, president and founder of the Puppy Jake Foundation. “The Foundation was speechless with the level of contributions received from the effort thus far. It is obvious that Hy-Vee and its customers share a deep sense of community commitment and desire to honor those that have given so freely to our country.”

“Hope For The Warriors is thankful to Hy-Vee for recognizing the needs of military families in the Midwest and throughout the nation,” said Robin Kelleher, Hope For The Warriors president. “The Homefront initiative has provided Hope For The Warriors with the funds needed to support thousands of military families. Through this effort, customers and employees joined us in our mission to restore self, family and hope.”

“The Operation First Response Board of Directors and staff would like to give our heartfelt gratitude to Hy-Vee and their customers,” said Peggy Baker, President of Operation First Response. “Without their generosity we could not serve our mission. We consider Hy-Vee a significant part of our team, enabling us to honor our veterans’ sacrifices.”

For more information about Hy-Vee Homefront, the organizations benefited and how you can get involved, please visit

With 237 retail stores across eight Midwestern states and sales of more than $8 billion, Hy-Vee ranks among the top 25 supermarket chains and the top 50 private companies in the United States. Supermarket News, the authoritative voice of the food industry, has honored the company with a Whole Health Enterprise Award for its leadership in providing services and programs that promote a healthy lifestyle. For more information, visit


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