Hy-Vee Launches Veterans Round Up Campaign
Shoppers can round up grocery bills to support veterans and military families through November 30.
Updated on Nov. 3, 2026 in Philanthropy
Live Poll
Would you round up your grocery bill to support local veterans this November?
Hy-Vee launched the Hy-Vee Homefront Round Up in November 2026, letting customers round up grocery bills to the nearest dollar at checkout to benefit nonprofits serving veterans and military families. Hy-Vee matches customer donations up to $100,000.
Why it matters
The campaign channels everyday grocery spending into veteran-focused charities across the United States, with Hy-Vee's matching funds amplifying customer contributions. It also extends the company's long-running support for veterans through its Homefront program.
Hy-Vee Homefront has donated more than $4.3 million to nonprofits serving veterans and military families since 2013, with customer matching capped at $100,000 for this campaign. The total raised during the November 2026 Round Up has not yet been disclosed.
The players
Hy-Vee
Hy-Vee is an employee-owned supermarket chain based in Iowa that operates stores across the Midwest and runs the Hy-Vee Homefront veterans support program.
Welcome Home Soldier Monument
The Welcome Home Soldier Monument is a nonprofit in Albia, Iowa that is building a welcome center to honor returning service members.
The details
Customers join the Round Up by rounding grocery bills up to the nearest dollar at checkout, with beneficiaries including the American Red Cross, Honor Flight Network, Hope for the Warriors, Operation First Response and Puppy Jake Foundation. Hy-Vee also pledged $1 million to help the Welcome Home Soldier Monument nonprofit build a welcome center in Albia, Iowa.
Timeline
2013: Hy-Vee Homefront is established.
1999: Hy-Vee's Veterans Day Breakfast tradition begins.
November 2026: The Hy-Vee Homefront Round Up runs through Nov. 30.
Wednesday, Nov. 11, 2026: Veterans Day Breakfast held 6-10 a.m., with a 15% veteran discount.
Big Picture
The Round Up extends Hy-Vee's Veterans Day Breakfast, a tradition held since 1999, into a customer-funded giving model tied to everyday grocery purchases. It builds on the Homefront program's earlier work, which was established in 2013.
Shoppers can participate by rounding up at checkout during November at Hy-Vee stores, with no extra steps required. Veterans and active-duty members receive 15% off grocery purchases in-store or online on Veterans Day at Hy-Vee and Dollar Fresh Market locations.
The takeaway
Small, everyday contributions can add up when a retailer matches them, so customers can support veterans simply by rounding up at checkout. Checking whether a local store offers a similar program is a practical way to give during the holidays.
What happens next
The Hy-Vee Homefront Round Up runs through Nov. 30, and the Veterans Day Breakfast takes place Wednesday, Nov. 11, 2026, from 6-10 a.m.
Further reading
Explore more on Philanthropy to see how companies and customers fund veteran and military family support.
Source note: This article includes information reported by KSCJ 1360.
Live Poll
Would you round up your grocery bill to support local veterans this November?
