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Hy-Vee to sponsor fundraising events in five Midwestern cities to help children with cancer

WEST DES MOINES, Iowa, 2015-3-31 — /EPR Retail News/ — Today (March 30, 2015), Hy-Vee, Inc. officials announced a new partnership with the Pinky Swear Foundation, a national charitable organization that supports children with cancer and their families through fundraising kids triathlons and other community activities. This unique partnership will bring the Hy-Vee Pinky Swear Kids Triathlons to Des Moines, Minneapolis, Omaha, the Quad Cities and Kansas City this summer. In addition, 5K Family Runs will be held in all the cities except Minneapolis.

The new Hy-Vee Pinky Swear Kids Triathlons and 5K Family Runs will be fun, accessible and engaging for children at all fitness levels and will focus on participation rather than competition. The primary purpose of the swim, bike and run events is the fundraising aspect, in which kids raise money to help kids with cancer and their families. The money raised goes directly toward easing the financial and emotional impacts experienced by children with cancer and their families. In many cases, the money provides basic needs, such as mortgage and rent, transportation, utilities, gas cards and food. According to Pinky Swear, a child is diagnosed with cancer every 45 minutes in the United States, and 1 out of 11 families given that news will file for bankruptcy.

“We are extremely pleased to collaborate with the Pinky Swear Foundation and their commendable efforts in raising funds and awareness for children with cancer,” said Randy Edeker, chairman, CEO and president of Hy-Vee. “Being involved in our communities is a top priority at Hy-Vee. In working with the foundation and local hospitals, we hope to engage families in fitness, raise funds for those in need and have a little fun in the process.”

With the new Hy-Vee Pinky Swear events, Pinky Swear now hosts 12 kids triathlons and four 5K family runs in 12 markets across the country.

“We are thrilled with the partnership with Hy-Vee and are excited about the tremendous impact it will have on our organization and the families we serve,” said Brian Nelson, executive director of the Pinky Swear Foundation. “The foundation began as a pinky swear promise between a son and his father and has grown into a nationwide organization. I am proud of the work we have done and look forward to the Hy-Vee partnership because of the additional triathlons in these new markets and the hundreds of additional patient families we will be able to serve.”

Hy-Vee is committed to fitness-friendly events that engage customers and benefit the communities it serves. Pinky Swear shares that commitment. Through this collaboration, Pinky Swear’s message and mission will reach a broader audience while allowing Hy-Vee to continue its long-term focus and dedication to the sport of triathlon. The Hy-Vee Pinky Swear Triathlons and 5K Family Runs will take the place of the Hy-Vee Triathlon, which was discontinued for 2015.

2015 Event Schedule

Des Moines Kids Triathlon
Date: July 11, 2015
Location: Raccoon River Park
Quad Cities Kids Triathlon
Date: Aug. 15, 2015
Location: Bettendorf YMCA
Des Moines 5K Family Run
Date: July 12, 2015
Location: Principal Park
Quad Cities 5K Family Run
Date: Aug. 16, 2015
Location: TBD
Minneapolis Kids Triathlon
Date: Aug. 1, 2015
Location: Lake Nokomis
Kansas City Kids Triathlon
Date: TBD
Location: TBD
Omaha Kids Triathlon
Date: Aug. 7, 2015
Location: Cunningham Lake
Kansas City 5K Family Run
Date: TBD
Location: TBD
Omaha 5K Family Run
Date: Aug. 8, 2015
Location: TBD

Register now to participate in one of the Hy-Vee Pinky Swear Kids Triathlon or 5K Family Run events at


Hy-Vee, Inc. is an employee-owned corporation operating more than 235 retail stores across eight Midwestern states with sales of $8.7 billion annually. 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

The Pinky Swear Foundation was founded on a pinky swear promise as a dying wish between a nine-year old boy and his father to help children with cancer and their families by providing immediate basic needs support and unique family programs. That pinky swear, the most solemn of oaths between two people, lives on today in the Pinky Swear Foundation. The Pinky Swear Foundation is passionately committed to helping children with cancer and their families by being fanatically responsive to the immediate crisis facing families with a childhood cancer diagnosis. Pinky Swear Foundation activities include the world’s largest kids fundraising triathlon series, National Pinky Swear Day, and other community engagement opportunities. Visit us at or follow us at @PinkySwearFndtn.

Media Contacts

Tara Deering-Hansen
Assistant Vice President, Communications
Hy-Vee, Inc.
Office: 515-559-5770
Mobile: 515-778-7865
Amy Mauzy
Marketing Director
Pinky Swear Foundation
Office: 952-974-9603
Mobile: 612-812-4439
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