Hy-Vee Feeds Nearly One Million in Two Weeks

Origins:

Since its founding more than 95 years ago, Hy-Vee has been committed to supporting the communities it serves. In 2025 alone, the retailer gave more than $78 million to local nonprofits and food banks as part of its overarching mission of making lives easier, healthier and happier. Operating more than 560 retail business units across nine Midwestern states with annual sales of more than $14 billion and 70,000 employees, that commitment is stronger than ever. When federal SNAP benefits were delayed by the November 2025 government shutdown, Hy-Vee stepped in quickly to ensure local families wouldn’t go hungry. Leveraging the grocer’s regional presence and agile retail operations, Hy-Vee’s leaders developed a plan to help their communities. Hy-Vee began offering free kids’ meals and $3 meals to everyone else at every Hy-Vee store. Each meal included a protein with two sides. The goal was to help offset the demand being placed on local food pantries as they saw a record number of families seeking assistance during the shutdown. Hy-Vee rallied its workforce to support the initiative, with employees from across retail, supply chain and corporate offices coming together to serve hot meals at stores each day. Over a series of 12 days, Hy-Vee’s employees served more than 971,000 meals.

Contribution:

With the Nov. 1 date looming, planning was immediate to provide food for families losing access to SNAP benefits, as well as support food banks and pantries across Hy-Vee’s territory. Hy-Vee stores launched two big initiatives:

Initiative #1: Host community meals

• 230 Hy-Vee stores served free or discounted hot meals over 12 days to families across the community, no matter their situation.
• Free meals were provided to children 12 and under, and the same meals were offered at a discounted $3 price to everyone else.

Initiative #2: Support local food pantries

• Hy-Vee launched a register campaign for customers to donate funds at checkout. Each store directed all donations each week directly to a food pantry in their neighborhood.
• Customers could also purchase pre-assembled bags containing high-need items at their local Hy-Vee that would go to the pantry the next day.

Objectives:

What began as a simple act to help Hy-Vee’s communities transformed into a united movement that brought together customers, employees, suppliers and communities in the fight against hunger. Key objectives included:

• Feed families in all Hy-Vee communities across its nine-state territory.
• Motivate customers to support local food pantries by donating food and funds. Surpass Hy-Vee’s previous Feeding America roundup campaign, which raised $300,000.
• Encourage corporate and regional employees across Hy-Vee to support the initiative by volunteering at more than 200 stores during the dinner rush, with a goal of 90% participation in Des Moines, Iowa, home to Hy-Vee’s corporate headquarters.

Impact:

Hy-Vee’s $3 meal campaign exceeded expectations and helped fight hunger during a time of great food insecurity for many families across Hy-Vee’s region.

• Over 12 days, Hy-Vee served more than 971,000 meals – with more than half of those meals served to children under 12 years.
• Customers donated $466,000 to local pantries through the register roundup, surpassing Hy-Vee’s goal by 55%. Customers also purchased and donated over 76,000 bags of nonperishable food.
• Hy-Vee provided a corporate donation of $100,000 to Feeding America to support 18 regional food banks.

Beyond the immediate impact on families in need, these efforts underscored the deeper purpose behind Hy-Vee’s response and inspired both customers and employees. Hy-Vee received more compliments from customers via calls and emails into Hy-Vee’s Customer Care team than any other brand initiative in the past five years. “This helped my family out so much,” said one customer. “The portions were big enough for kids that there was enough for lunch the next day, too. The customer service was great, and the employees seemed so happy to help their communities. I will now be doing my grocery shopping at Hy-Vee, no questions asked.” “Hy-Vee has always had the motto to help a customer, but the November meals took it to another level of helpfulness. I am proud to work for a company that steps up in a time in need without being asked and always going above and beyond to make it happen,” said Jori, a corporate office employee.

Quote:

“Hy-Vee is committed to helping make sure no one goes hungry. By working with our food bank partners, we continue to support the health and wellbeing of those impacted in the communities we serve.” – Jeremy Gosch, Chairman and CEO

Support Statement:

“We’ve had a rough time with the government shut down, and we were able to take advantage of Hy-Vee’s $3 adult meal. My husband and I had such a lovely meal with our three little kids. The kids loved the fact that they got to eat out (something we never do) and the food was so good! All the employees were so nice and neighborly. We are so blessed to have Hy-Vee, we truly feel like you value our community. Thank you for doing all you do!” – Laura C., Hy-Vee customer in Lincoln, Nebraska

“Just wanted to say thank you for your support during this difficult time. We have already seen a response from the ‘Pack the Pantry’ hunger sacks in our metro stores – thank you so much!” – Leslie G., food pantry leader