Hy-Vee announces its newest initiative to help fight hunger across its eight-state region. The supermarket chain is launching a major campaign now through the end of the year to provide 100 million meals^* to the Feeding America® network of partner food banks across the Midwest. This collaborative campaign brings together Feeding America partner food banks, manufacturers and suppliers, as well as Hy-Vee customers to help support people across the Midwest who are experiencing food insecurity. 

The 100 Million Meals Challenge begins March 1 with a register round up across all Hy-Vee, Dollar Fresh Market and Hy-Vee Fast & Fresh locations. Customers can round up their purchases to the nearest dollar during checkout to donate to the Challenge. All funds collected at stores will go directly to partner food banks serving their local community. Customers can also donate online by going to www.feedingamerica.org/hy-vee.

In addition to customer donations, Hy-Vee is working with national food manufacturers and suppliers to provide food and funds to benefit the 18 Feeding America partner food banks that operate in its eight-state region. Those food banks support thousands of local pantries that provide food to families every day. For every $1 donated, Feeding America can help provide at least 10 meals* on behalf of local member food banks.

“Food insecurity remains a national crisis,” said Jeremy Gosch, CEO of Hy-Vee. “The kickoff to this campaign comes at a crucial time as emergency SNAP benefits end around the country. By working together with our employees, customers, partners and community leaders, we are going to do everything we can to achieve this goal and ensure organizations in our communities have the resources they need to combat hunger.”

“With nearly 34 million people experiencing food insecurity nationwide, ending hunger is a mission that requires strong collaboration and ambitious goals, and we’re grateful to have partners like Hy-Vee who offer just that,” said Casey Marsh, Feeding America’s Chief Development Officer. “At a time like this, as families’ budgets continue to tighten, it’s exciting to think about the impact that this initiative will have on communities across the Midwest.”

Over the years, Hy-Vee has supported the Feeding America network of partner food banks through several initiatives including register round ups, food donations and disaster relief efforts. Last year’s Food Bank Fridays initiative provided ongoing support for the 18 Feeding America partner food banks that operate in Hy-Vee communities.

The 100 Million Meals Challenge launches in conjunction with the 2023 NTT INDYCAR SERIES season. The new season takes the green flag on Sunday, March 5, on the Streets of St. Petersburg, Fla. Hy-Vee will promote the challenge throughout the race season with prominence and special activities during its Hy-Vee INDYCAR Race Weekend, July 21-23, at Iowa Speedway in Newton, Iowa.

*$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. Pounds of food donated through in-store donations defines a meal as 1.2 pounds by the USDA. From March 1 – Dec. 31, 2023, Hy-Vee guarantees a minimum donation of $250,000 through fundraising activities associated with its 100 Million Meals Challenge campaign to support the Feeding America network.