Hy-Vee

Hy-Vee, Inc.
	File:Hy-Vee logo.svg Logo used since 1994
Company type	Employee-owned private company
Industry	Retail (supermarket)
Founded	January 1, 1930; 96 years ago in Beaconsfield, Iowa, United States
Founder	Charles Hyde and David Vredenburg
Headquarters	West Des Moines, Iowa, United States
Area served	Midwestern and Southern United States (Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota, Wisconsin; planned expansion into Indiana, Kentucky, Tennessee, Alabama)
Key people	Randy Edeker (Chairman and CEO), Jeremy Gosch (CEO)
Products	Bakery goods, delicatessen items, floral products, dine-in and takeout foods, wine and spirits, pharmacy services, salad bars, health clinics, natural and organic items, fuel stations with convenience stores, fitness centers, full-service dining venues (e.g., Wahlburgers)
Revenue	$12 billion (2021)
Number of employees	93,000 (2021)
Website	www.hy-vee.com

Hy-Vee, Inc. () is a supermarket chain owned by its employees with more than 280 stores spread throughout the Midwestern and Southern regions of the United States. Its presence spans states including Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota, and Wisconsin, with future plans to extend into Indiana, Kentucky, Tennessee, and Alabama. Established in 1930 by Charles Hyde and David Vredenburg in Beaconsfield, Iowa, Hy-Vee has evolved into a prominent regional retailer headquartered in West Des Moines, Iowa.

Hy-Vee operates under a full-service supermarket concept that incorporates bakeries, delicatessens, floral shops, dine-in and takeout options, wine and spirits sections, pharmacies, salad bars, health clinics, and HealthMarkets specializing in natural and organic items. The company also manages fuel stations paired with convenience stores, fitness centers, and full-service dining venues such as Wahlburgers. Its largest retail location debuted in June 2023 in Gretna, Nebraska, offering nearly 135,000 square feet of space; even bigger stores up to 150,000 square feet are planned for Zionsville, Indiana and Louisville, Kentucky.

Employing roughly 93,000 team members and generating $12 billion in revenue as of 2021, Hy-Vee is guided by key leadership figures including Chairman Randy Edeker and CEO Jeremy Gosch. The company’s strength lies in its broad range of products and services—from bakery goods and sushi to pharmacy services and lawn & garden supplies—fueling growth across its expanding markets.

Since its first television advertisement in 1963 featuring the slogan "Where there's a helpful smile in every aisle," which later transformed into a well-known jingle during the 1990s, Hy-Vee has earned the nickname "Pride of Des Moines." Its status as a privately held employee-owned firm reinforces its significant position within the grocery retail sector.

Early years and General Supply Company

Beginning in 1917, David Vredenburg was part of Vredenburg & Lewis, which ran stores under the General Supply Company—a business affiliated with the RLDS Church based in Lamoni, Iowa.

In 1921, Charles Hyde became involved with the General Supply Company’s Woodbine, Iowa location operated by Vredenburg & Lewis. The company was officially incorporated in 1922 with Vredenburg serving as president and Hyde joining the board. Hyde departed in 1924 to launch his own store in Cameron, Missouri. By 1927, Hyde had purchased half ownership of a store in Kellerton, Iowa; the remaining half stayed with General Supply. In 1930, Hyde and Vredenburg partnered to create Supply Stores and opened their first outlet in Beaconsfield, Iowa.

The General Supply Company ceased operations in 1932 amid the economic hardships of the Great Depression. Vredenburg acquired most of the remaining stores along with a milling facility. Both Hyde and Vredenburg also operated several independent grocery outlets. Their partnership dissolved temporarily in 1935 following Iowa’s enactment of the Chain Tax Act aimed at chain stores; however, this law was later overturned as unconstitutional.

By 1938, Hyde & Vredenburg, Inc. was incorporated consolidating all their assets into a network of 15 stores across Iowa and Missouri, with headquarters located in Lamoni. The company prioritized empowering store managers with operational independence—a foundation that eventually supported employee ownership.

In 1945, after acquiring Chariton Wholesale Company, corporate headquarters relocated to Chariton, Iowa.

Up until 1952, most locations carried the "Supply Store" name prefixed by their town names; some stores used titles such as Hyde's Service Store or Vredenburg's Grocery before the company adopted standardized branding that year.

1950s and 1960s

The Hy-Vee brand name, derived from the surnames Hyde and Vredenburg, was selected in 1952 through an employee competition. The inaugural Hy-Vee store commenced operations in Fairfield, Iowa in 1953. By 1956, the company introduced its own line of private-label products and refreshed its corporate logo. The first bakery within a Hy-Vee store was established in Iowa City, Iowa in 1957.

In 1960, ownership transitioned to employees via an Employees' Trust Fund. The advertising slogan "Where There's a Helpful Smile in Every Aisle" made its television debut in 1963, the same year the business formally adopted the name Hy-Vee Food Stores, Inc.

Hy-Vee entered the Minnesota market in 1969 by acquiring Swanson Stores, headquartered in Cherokee, Iowa. That year also marked the launch of standalone Drug Town pharmacies, starting with a location in Cedar Rapids, Iowa. By the close of 1969, Hy-Vee operated a total of 66 stores.

1970s, '80s, and '90s

Throughout the 1970s and 1980s, Hy-Vee expanded its footprint into South Dakota (1975), Nebraska (1977), Illinois (1979), and Kansas (1988). The company celebrated its 100th store opening in 1975 at Keokuk, Iowa, which featured its first electronic cash register system. By 1989, Hy-Vee managed 172 locations across seven states. A logo redesign was undertaken in 1994.

In 1995, the corporate headquarters moved from Chariton to West Des Moines, Iowa, accompanied by a rebranding to Hy-Vee, Inc. The main distribution center remained in Chariton, supported by an additional facility located in Cherokee, Iowa.

An interesting note from this period is that NFL quarterback Kurt Warner was employed at a Cedar Falls store between 1994 and 1995 before his professional football career began.

2000s

At the start of the new millennium, Hy-Vee placed greater emphasis on health-oriented products and services. This included launching the HealthMarket private-label brand in 2001 and providing dietitian consultations both in-store and for corporate clients.

To better cater to an increasingly diverse clientele, stores broadened their ethnic food offerings. The company also advanced its digital presence by introducing online shopping in 2005 for seasonal meals, floral products, catering services, and added gift card options in 2006.

Hy-Vee received Progressive Grocer's Retailer of the Year accolade in 2003. In 2005, Drug Town pharmacies were rebranded as Hy-Vee Drugstores. That same year marked the company's 75th anniversary alongside the publication of its corporate history. The original Beaconsfield location was honored with placement on the National Register of Historic Places in 2007.

By fiscal year 2009, annual revenue exceeded $6.3 billion, positioning Hy-Vee as the second-largest employee-owned enterprise nationwide and ranking it as the 48th-largest private company according to Forbes. The workforce surpassed 55,000 employees across a network of 228 stores by year-end. Expansion efforts included entering Wisconsin with a store opening in Madison.

Leadership shifted in December 2009 when Randy Edeker was appointed president; he later took on chairman and CEO responsibilities in 2012 after Ric Jurgens stepped down.

Following the shutdown of Eagle Food Centers based in Milan in 2003, several former locations—including one on John Deere Road in Moline, Illinois—were converted into Hy-Vee outlets throughout the late 2000s.

2010s

In 2010, Hy-Vee intended to open a store in Joplin, Missouri, but the initiative was delayed due to disagreements over traffic signal arrangements. Although interest remained, no additional developments have been made public since then.

The year 2012 marked the launch of Hy-Vee’s loyalty program, Hy-Vee Fuel Saver, which allowed shoppers to accumulate discounts on fuel at affiliated stations such as Casey's General Stores, Shell, Kwik Trip, alongside Hy-Vee’s own gas outlets. That same year, the company introduced full-service dining options, including the Hy-Vee Market Grille, available at select locations.

By 2015, Hy-Vee had broadened its online shopping capabilities through Hy-Vee Aisles Online across all stores and rebranded its loyalty initiative as Hy-Vee Fuel Saver + Perks. In September of that year, the company expanded into the Minneapolis–Saint Paul area by opening new stores.

In 2016, larger Hy-Vee stores began featuring clothing boutiques carrying Tesco’s F&F brand.

Hy-Vee secured exclusive regional distribution rights in 2017 for sports nutrition products promoted by Mark Wahlberg. The company also became a franchise operator for Wahlburgers restaurants, with the inaugural location opening in May 2018 at the Mall of America. However, in 2025, Hy-Vee discontinued this partnership and transitioned all Wahlburgers outlets into Market Grille restaurants.

In 2018, Hy-Vee introduced its HealthMarket concept—a smaller-format store emphasizing health and wellness—with an integrated Orangetheory Fitness studio and pharmacy services.

That same year saw the rollout of the Dollar Fresh concept in Osceola, Iowa, designed to serve smaller communities by offering affordable fresh groceries and ready-made meals. Additionally, Hy-Vee launched Fast & Fresh convenience stores beginning in Davenport, Iowa, blending grocery essentials with prepared foods and a Starbucks drive-thru aiming to compete with formats like Walmart Neighborhood Market.

In 2019, the retailer replaced its F&F clothing sections with Joe Fresh apparel to elevate its fashion merchandise.

2020s

On January 27, 2020, Hy-Vee purchased six former Shopko sites across Iowa, reopening them as Dollar Fresh outlets by late summer of that year.

Starting February 10, 2020, the company discontinued 24-hour operations at most of its stores, instituting closures between midnight and 5 a.m., while continuing to employ overnight stocking teams.

By February 19, 2020, Hy-Vee had acquired four QuikTrip convenience locations within the Des Moines metropolitan area, which were rebranded as Hy-Vee Fast & Fresh Express by March 20.

In August 2021, Hy-Vee introduced Wall to Wall Wine and Spirits, a dedicated liquor store concept with initial plans for four outlets across Iowa and Nebraska.

September 2021 marked the debut of a flagship "smart store" in Grimes, Iowa, encompassing 92,989 square feet and featuring innovations such as scan-and-go technology, robotic vending machines, digital shelf labels, self-service kiosks, and new retail experiences including a cigar lounge and nail salon. A comparable store also opened in Eau Claire, Wisconsin, expanding beyond the Madison region.

During November 2021, Hy-Vee received several Technology Association of Iowa Prometheus Awards, including CEO of the Year, Creative Technology Solution of the Year, and Software Development Technology Company of the Year honors.

December 2021 saw the launch of Hy-Vee’s largest store to date—nearly 125,000 square feet—in Ashwaubenon, Wisconsin, marking its fourth location in the state. That same month introduced RedBox Rx, a telehealth pharmacy division providing online prescription services alongside home delivery options.

Also in December 2021, Hy-Vee closed four stores: two permanently shuttered in Cedar Rapids, Iowa and Moline, Illinois, one in Kansas City, Missouri was converted into a Wall to Wall Wine and Spirits outlet, while another in Sioux Falls, South Dakota was repurposed into a bakery and pharmacy fulfillment center.

Hy-Vee revealed plans to expand into four additional states with a minimum of 21 new stores by 2025. Target markets include Indianapolis, Louisville, Huntsville, Knoxville, Nashville, and Memphis. In these Southern markets, Kroger and Publix remain key competitors. To support this growth, a third distribution center is planned for Nashville; however, earlier intentions to build one in Austin, Minnesota have been indefinitely delayed.

In December 2021, Hy-Vee broadened its e-commerce offerings by introducing home delivery through the Hy-Vee Deals platform and launched Petship for pet-related products.

February 2022 marked the opening of Hy-Vee’s second store in Springfield, Missouri. The following month brought news of the company’s inaugural Tennessee location set for Spring Hill.

On July 27, 2022, Randy Edeker stepped down from his role as CEO; Aaron Wiese succeeded him as CEO while Edeker continued serving as chairman of the board.

On April 17, 2024, Hy-Vee completed the acquisition of Strack & Van Til grocery chain based in Highland, Indiana—adding 22 stores including one Town & Country location. This acquisition ranks among Hy-Vee’s largest and maintains Strack & Van Til’s branding as a subsidiary. Expansion strategies for Indiana stores in Zionsville and Noblesville are currently under evaluation due to this development.

Information and statistics

Hy-Vee frequently separates its departments into individual buildings to comply with legal stipulations or to improve the shopping experience. For instance, Hy-Vee Gas stations are often positioned as independent facilities near their primary grocery locations. In states such as Minnesota, where laws restrict grocery stores from selling alcohol exceeding 3.2% ABW, Hy-Vee operates either connected liquor outlets or entirely detached liquor stores. A notable example is the Prairie Village, Kansas site, which has a liquor store across the street in Missouri, taking advantage of the state's more lenient alcohol regulations.

Regarding market presence and corporate expansion, Hy-Vee was ranked second on the National Center for Employee Ownership's 2011 list of Largest Employee-Owned Companies. In 2017, Forbes placed Hy-Vee 27th among the biggest privately held firms in the United States, a position it also held on Supermarket News’ 2016 Top 75 North American Food Retailers list. Additionally, Market Force Information positioned Hy-Vee as the fourth most favored grocery retailer in America in 2016.

Hy-Vee's notable accomplishments in 2017 included several accolades: Forbes recognized it as one of America's Best Employers and among the top 50 private companies; Market Force ranked it sixth among preferred grocery retailers; Progressive Grocer awarded it Retailer of the Year; and Mass Market Retailers named it Retail Innovator of the Year.

By 2021, Forbes elevated Hy-Vee to 24th place on its list of largest privately owned U.S. companies. The company’s profile highlighted a workforce exceeding 91,000 employees operating across 285 stores, with annual revenues surpassing $12 billion—demonstrating robust financial health and significant reach within the grocery retail sector.

Presidents and CEOs

Throughout its 91-year history, Hy-Vee has been led by five Presidents and four CEOs.

Dwight Vredenburg, son of founder David Vredenburg, was the inaugural president at age 23 and served for 45 years.

President: 1938–1983
CEO: 1978–1989
Chairman: 1978–1989

Ron Pearson, serving as both second President and CEO, broadened the company’s offerings to include gas stations, dry cleaning services, takeout food options, and online shopping.

President: 1983–2001
CEO: 1989–2003
Chairman: 1989–2006

Ric Jurgens, the third President and CEO, emphasized wellness by introducing pharmacies, clinics, dietitian services, and health-focused food departments.

President: 2001–2009
CEO: 2003–2012
Chairman: 2006–2012

Randy Edeker, serving as fourth President and CEO since 2012, oversaw store refurbishments, initiated the Hy-Vee Fuel Saver program, and expanded digital shopping options.

President: 2009–2021
CEO: 2012–2023
Chairman: 2012–2024

Jeremy Gosch, Hy-Vee’s fifth President, was appointed co-CEO alongside Edeker in December 2021; he assumed sole CEO responsibilities in 2023 and became chairman in 2024.

President: since 2021
CEO: co-CEO (2021–2023), sole CEO since 2023
Chairman: since 2024

Sponsorships

Hy-Vee plays a prominent role as a sponsor of women's half marathons held in Kansas City, Omaha, Des Moines, and St. Paul.

In earlier years, it supported the Hy-Vee Classic (a Women's Senior Tour golf event from 2000 to 2006) and the Hy-Vee Triathlon (an Olympic-distance triathlon from 2007 to 2014).

In Des Moines, Hy-Vee has been the Main Stage sponsor for the 80/35 Music Festival since 2015 and also backs events such as the Des Moines Arts Festival and the Iowa State Fair.

College athletics

The Iowa–Nebraska football rivalry has been promoted as the Hy-Vee Heroes Game since 2011. Hy-Vee supports more than 38 colleges and universities throughout its eight-state service area. The company also backed the Hy-Vee Classic, an annual basketball doubleheader in Des Moines, Iowa, showcasing the state's four Division I men's basketball programs: Iowa, Iowa State, Drake, and Northern Iowa. Between 2013 and 2019, Hy-Vee was the sponsor of the Drake Relays held at Drake University in Des Moines.

IndyCar

Starting in 2020, Hy-Vee became a sponsor of Rahal Letterman Lanigan Racing in the IndyCar Series, supporting Graham Rahal at the Iowa Speedway and Spencer Pigot during the Indianapolis 500. In 2021, the sponsorship expanded to include Santino Ferrucci for five events including the Indianapolis 500, as well as Oliver Askew for three races driving car No. 45. Hy-Vee also backed Jack Harvey’s No. 45 vehicle and served as a prominent associate sponsor for teammates Graham Rahal and Christian Lundgaard. By 2025, Hy-Vee ended its sponsorship with Rahal Letterman Lanigan Racing and withdrew as title sponsor of both the Iowa and Milwaukee IndyCar events.

NASCAR

With NASCAR’s return to Iowa Speedway in 2024, Hy-Vee took on sponsorship of the Hy-Vee PERKS 250, a race within the NASCAR Xfinity Series.

Professional athletics

From 2001 through 2016, Hy-Vee sponsored Major League Baseball’s Kansas City Royals. In 2009, it was designated as the official grocery retailer for the NFL’s Kansas City Chiefs. By 2015, Hy-Vee had established partnerships as the official provider of grocery, pharmacy, and floral services for the NHL’s Minnesota Wild and became a founding partner of U.S. Bank Stadium, securing official partner status with the NFL’s Minnesota Vikings along with significant stadium signage. In 2017, Hy-Vee broadened its sports marketing portfolio by becoming the official grocery, pharmacy, and floral partner for the NBA’s Minnesota Timberwolves, WNBA’s Minnesota Lynx, and G-League’s Iowa Wolves.

Facilities

Hy-Vee secured naming rights for the exhibition hall within the Iowa Events Center, which was renamed Hy-Vee Hall in 2001; this venue opened in December 2004. In May 2018, Hy-Vee acquired naming rights to Kansas City’s Kemper Arena, now refurbished as Hy-Vee Arena, functioning as a facility for both adult and youth sports.

Subsidiaries

Hy-Vee has pursued vertical integration by acquiring companies that complement its retail operations. Notable subsidiaries include:

Midwest Heritage Bank, FSB, operating branches in Iowa
- Acquired National Bank & Trust Company of Chariton in 1963; rebranded as Midwest Heritage Bank in 1995
- One of the rare retailer-owned banks that is not an Industrial Loan Company; regulated as an OCC Federal Savings Association
Lomar Distributing, Inc., a specialty food distributor headquartered in Des Moines
- Acquired in 1990
Perishable Distributors of Iowa, Ltd., distributing meat, seafood, cheese, and dairy products from Ankeny, Iowa
- Affiliate since 1982; became a full subsidiary in 1990
D & D Foods, Inc., supplier specializing in prepared salads, dips, meats, and entrees based in Omaha, Nebraska
- Purchased in 1992 (previously known as D & D Salads, Inc.)
Florist Distributing, Inc., a flower and plant distribution company based in Des Moines
- Subsidiary since 1992
Hy-Vee Construction, L.C., a construction company based in Des Moines
- Partial ownership obtained in 1995 under Hy-Vee/Weitz Construction L.C.; full control acquired by 2013
A+ Communications – provider of home audio systems, security solutions, and surveillance services
Amber Pharmacy – initially partnered in 2009; fully acquired by 2014
Vivid Clear Rx – integrated as a subsidiary in 2020
Wall to Wall Wine and Spirits – purchased in 2021
Dollar Fresh Market

These subsidiaries strengthen Hy-Vee's operational model by broadening its distribution channels, construction expertise, pharmacy offerings, and specialty retail services—supporting its expansion within regional markets and beyond.

External links

Official Website