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Hy-Vee has expanded its support of the U.S. military through its Hy-Vee Homefront initiative, which aims to increase awareness and funds for organizations that serve military members, veterans and their families.
From Nov. 6-16, Hy-Vee customers can round up their purchase to the nearest dollar, with all proceeds donated to three nonprofit organizations – Operation First Response, which helps meet the personal and financial needs of wounded military members and their families; Puppy Jake Foundation, which aims to help military veterans through the assistance of trained service dogs; and Hope For The Warriors, which seeks to enhance the quality of life for post-9/11 service members, their families, and the families of those who were lost. Hy-Vee said it will match all funds raised up to $100,000.
The Homefront initiative expands upon the West Des Moines, Iowa-based grocer’s other programs that support service members, including Honor Flight, Veterans Day breakfasts, and participation in the U.S. Department of Defense’s Employer Support of the Guard and Reserve.