Proving that its focus on health and wellness is more than just a marketing pose, Hy-Vee has rolled out a fit regimen of community events and programs. Most notable of these was last month's Hy-Vee ITU World Cup triathlon, held in the retailer's hometown of Des Moines, Iowa. The race lured both elite and amateur racers from near and far, all vying for a cut of the $700,000 purse — the largest ever offered in a triathlon event. That's no small investment for a retailer. However, it pays off ...

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