Hy-Vee CEO Outlined Expanded Retail Strategy

CEO Jeremy Gosch detailed new operational targets and health initiatives at the Groceryshop event in Las Vegas.

Updated on Sept. 24, 2026 in Business Strategy

Hy-Vee CEO Outlined Expanded Retail Strategy

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Hy-Vee CEO Jeremy Gosch outlined the company's evolving business strategy at the Groceryshop event, highlighting new efforts in health services, private brands, and digital shopping efficiency. The retailer is focusing on competitive pricing and integrating health-focused technology to improve the customer experience.

Why it matters

The strategy aims to make shoppers' lives easier, healthier, and happier while removing the stigma of higher pricing associated with regional grocers. By leveraging its own bank, pharmacy benefit manager, and telemedicine services, Hy-Vee seeks to broaden its role in the daily lives of its customers.

Hy-Vee currently price-matches 15,000 items against competitors and developed 1,400 new private brand items last year. The company aims to reduce store pickup times to three minutes and digital order shopping times to five minutes or less.

The players

Jeremy Gosch

He serves as the Chief Executive Officer of the supermarket chain Hy-Vee.

Hy-Vee

It is a grocery store chain that operates throughout the Midwest and manages an array of services including banking and telemedicine.

Exemplar Care

This is a healthcare provider that partners with the retailer to offer primary care services to patients.

The details

The retailer leverages a 'food as medicine' approach, partnering with Exemplar Care for primary care services and utilizing in-store dietitians. Hy-Vee is also prioritizing digital transformation, including a planned rewrite of its digital infrastructure to streamline the consumer experience.

Hy-Vee entered the e-commerce market in 2013.
The price match campaign launched two years ago.
The company developed 1,400 private label items last year.
CEO Jeremy Gosch spoke at the Groceryshop event in September 2026.

Market Landscape

Hy-Vee's pivot toward integrated health services mirrors the broader retail industry trend toward food-as-medicine programs. This positioning differentiates the chain from traditional competitors by embedding healthcare outcomes into the standard grocery shopping experience.

Customers can expect faster service times, with the company targeting a reduction in pickup waits to three minutes. The expanded private brand offerings and ongoing price-matching campaign are designed to maintain competitive pricing on 15,000 common household items.

The takeaway

Retailers are increasingly leveraging data and health partnerships to turn the grocery store into a comprehensive wellness hub. Consumers should look for these service integrations to become a standard feature of their local shopping experience as chains continue to compete for loyalty.