HY-VEE FETE GIVES KIDS A HAND

WEST DES MOINES, Iowa -- Hy-Vee Food Stores here marked its 65th anniversary with a community event that brought together one of its vendors, American Greetings, and a local children's charity.

ts in-store bakeries, ice cream, and other party treats, while the American Greetings Birthday Bear passed out coloring sheets, stuffed bears and hugs.

In conjunction with its 65th birthday, American Greetings Birthday Foundation presented a $1,500 check in Hy-Vee's name to the hospital's Child Life Department.

Ruth Mitchell, communications director at Hy-Vee, said reaction to the event was favorable. A local news channel broadcast a two-minute segment about Hy-Vee's celebration.

A supermarket presence here since 1961, Hy-Vee has reached out to its community before in efforts to raise awareness and support for children's charities, supporting the local Variety Club and the Blank Children's Hospital in prior activities.

Mitchell said Hy-Vee planned the latest event as part of its commitment to being "a neighbor, a good corporate citizen."

She added, "[We] got a good feeling out of it, and as a side benefit, we got some nice publicity for the Hy-Vee stores, American Greetings and the hospital program."

In addition to the hospital benefit, Hy-Vee threw a picnic for all of its employees at the State Fair Grounds, with support from American Greetings, as well as several local food brokers and other packaged good manufacturers. Some of the vendors involved included: Procter & Gamble, General Mills, Kraft Foods, Coca-Cola, Frito-Lay and Miller Brewing Co.