WEST DES MOINES, Iowa — Hy-Vee here said Tuesday it has launched Hy-Vee Homefront, an expansion of its efforts to increase awareness and support for organizations that serve military members, veterans and their families.

Through the expanded initiative, customers can round up their purchases to their nearest dollar from Nov. 6-16 to support three nonprofits — Operation First Response, which seeks to help wounded military members and their families meet immediate personal and financial needs; Puppy Jake Foundation, which seeks to help veterans through the use of service dogs; and Hope For The Warriors, which seeks to enhance the quality of life for service members who have sustained physical and psychological wounds, their families and the families of those who died.


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Hy-Vee said it will match all funds raised up to $100,000.

The new effort complements other efforts by Hy-Vee to support the military and veterans’ causes through programs such as Honor Flight, activities like its annual Veterans Day breakfasts, and participation in the U.S. Department of Defense’s Employer Support of the Guard and Reserve.

“With a new generation of veterans returning from active duty to face challenges here on the homefront, we know we can do more,” Hy-Vee said in a statement.

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