Hy-Vee

Retailer / private label

Hy-Vee is an employee-owned American grocery retailer offering in-store shopping, online ordering, pickup, delivery, pharmacy services, and other customer services.

Last updated October 29, 2026

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Overview

Hy-Vee is an American grocery retail company whose name is associated with supermarkets and a broader set of customer services. The company traces its origins to 1930, when founders Charles Hyde and David Vredenburg opened a store in Beaconsfield, Iowa. Its headquarters are in West Des Moines, Iowa, and the company describes itself as employee-owned. The retailer’s core business is grocery shopping through physical stores and digital channels. Its website promotes online grocery ordering as well as pickup and delivery, presenting Hy-Vee as a retailer intended to serve customers both in stores and through ecommerce. The company also connects grocery retail with pharmacy and health-related services: its homepage mentions prescription refills, while its company news page points customers to meal solutions and advice from dietitians. Its careers page describes the business as more than a grocery store, reflecting a service portfolio that extends beyond food retail. Hy-Vee is principally associated with the Midwestern United States. Its customer-facing and corporate materials include weekly advertisements, online shopping, prescription refills, and a Fuel Saver balance feature. These touchpoints combine everyday grocery purchasing with convenience and adjacent services. Hy-Vee remains active as an employee-owned retail company; the supplied company materials identify Hy-Vee, Inc. as the company and emphasize its grocery and online-shopping offerings.

History

Hy-Vee began in 1930, when Charles Hyde and David Vredenburg opened a store in Beaconsfield, Iowa. The company’s founding in a small Iowa community established its roots in grocery retail. Over time, it developed into a supermarket retailer serving customers primarily in the Midwestern United States. Hy-Vee is employee-owned, a defining feature of its corporate identity and a point highlighted in its company-facing materials. The business has expanded its customer proposition beyond in-person grocery shopping. Its current website promotes online grocery ordering under the Aisles Online name, together with pickup and delivery options. These services let customers engage with Hy-Vee through digital ordering as well as physical stores. The company also promotes prescription refills and pharmacy-related services, and its news and customer-information page directs visitors to weekly advertisements, meal solutions, dietitian advice, and Fuel Saver balance information. Hy-Vee’s own description that it is “more than just a grocery store” is consistent with this mix of retail and customer services. The company’s public-facing materials present grocery shopping as its central activity while showing how digital ordering, convenience services, pharmacy access, and food and health resources supplement it. Hy-Vee, Inc. remains active as an employee-owned company headquartered in West Des Moines, Iowa. Its brand continues to be closely tied to grocery retail and service offerings aimed at everyday shoppers.

1930
Hy-Vee's founders open a store in Beaconsfield, Iowa

Products and positioning

An employee-owned grocery retailer combining supermarket shopping with online ordering, pickup, delivery, pharmacy, and other customer services.

Grocery retail
Hy-Vee's central offering is grocery shopping through its stores and online channels.
Aisles Online
Hy-Vee's online grocery ordering service, with pickup and delivery options promoted on its website.
Pharmacy services
Customer services include prescription refills.

Controversies

2021
Hy-Vee reaches settlement over customer data breaches
Hy-Vee reached a proposed settlement in a lawsuit concerning customer information breaches involving card readers. Under the proposed terms, payments would be made to victims and plaintiffs, and Hy-Vee would be required to spend millions of dollars on data security and employee training. The settlement remained subject to court approval.
Source
2020
Hy-Vee among retailers recalling bagged salads
Aldi, Hy-Vee and Jewel-Osco announced recalls of bagged garden salads amid an investigation into a Cyclospora illness outbreak in the upper Midwest. The affected products included Aldi's Little Salad Bar Brand Garden Salad and Hy-Vee's store-brand Garden Salad.
Source
2020
Hy-Vee recalls bagged garden salad over potential contamination
Hy-Vee recalled its 12 oz. bagged garden salad products across an eight-state region because of potential Cyclospora contamination. Customers were told to discard the product or return it for a full refund.
Source
2020
Hy-Vee recalls two Short Cuts vegetable mixes
In November 2020, Hy-Vee announced a voluntary recall of two Short Cuts vegetable mix products due to possible contamination with Listeria monocytogenes. The recall covered Hy-Vee's eight-state region. At the time of the announcement, no illnesses had been reported in connection with the recalled products.
Source
2020
Court allows some claims in Hy-Vee data breach lawsuit to proceed
A U.S. district court dismissed some claims and allowed others to proceed in a class-action lawsuit against Hy-Vee arising from a 2019 payment-terminal data breach. The plaintiffs alleged negligence, untimely customer notification, contract breaches and deceptive business practices; the ruling did not resolve the claims that proceeded.
Source
2019
Hy-Vee lists stores affected by data breach
In 2019, Hy-Vee made information available on its website identifying stores affected by a recent data breach incident. The published information included locations in Nebraska. The disclosure followed the data breach and provided affected store details to the public through the company's website.
Source
2019
Hy-Vee identifies malware as cause of payment-card data breach
Hy-Vee stated that malware caused a data breach affecting some of its fuel pumps, drive-thru coffee shops, and restaurants. The company said it removed the malware and implemented an enhanced security system. According to Hy-Vee, the malware captured cardholder names, numbers, and verification codes.
Source
2019
Hy-Vee releases additional payment-card breach information
Hy-Vee provided additional information about a payment-card incident after detecting unauthorized activity on some payment processing systems. Its investigation identified malware designed to access payment-card data at certain fuel pumps, drive-thru coffee shops and restaurants. Hy-Vee said it removed the malware, implemented enhanced security measures and was notifying identifiable affected customers.
Source
2019
Customers file class-action lawsuit against Hy-Vee over data breach
Hy-Vee faced a class-action lawsuit filed in federal court. The suit alleged that the grocery chain failed to share breach details promptly, did not provide affected customers enough assistance, and had inadequate data security measures.
Source
2019
Hy-Vee discloses malware access to customer card information
In a controversy noted in 2019, Hy-Vee disclosed that malware had accessed credit and debit card information belonging to some customers. The disclosure followed the company's discovery of security issues. According to the source, Hy-Vee stated that malware accessed credit and debit card information belonging to some customers after the company discovered security issues. The event concerns the unauthorized access of customer payment card data through malware and the company's subsequent disclosure of the matter.
Source

Unconfirmed
Hy-Vee is ending the Dollar Fresh brand and converting remaining stores[20]Hy-Vee 终止 Dollar Fresh 品牌并改造剩余门店news.google.com
Reported: 2026-09-30
Hy-Vee is ending its Dollar Fresh store brand and will convert the remaining Dollar Fresh stores.
2022-01-26
Fresh Vine Wine releases Limited Reserve Napa Cabernet[21]Fresh Vine Wine推出Limited Reserve Napa Cabernetprnewswire.com
Reported: 2022-01-26
Fresh Vine Wine announced the release of Limited Reserve Napa Cabernet, its fifth varietal, and said the wine would be offered through retail partner Hy-Vee supermarkets.
2022-01-26
Hy-Vee announces planned Indiana entry and Zionsville store[22]Hy-Vee 宣布计划进入印第安纳州并在齐恩斯维尔开店supermarketnews.com
Reported: 2022-01-26
Hy-Vee announced plans to enter Indiana with an approximately 150,000-square-foot store in Zionsville. The company was still finalizing plans to secure the site and did not provide an expected opening timeframe.
2022-01-18
Vibenomics partners with Hy-Vee[23]Vibenomics 与 Hy-Vee 达成合作wishtv.com
Reported: 2022-01-18
Vibenomics entered a multi-year partnership with supermarket chain Hy-Vee to bring Vibenomics' Audio Out-of-Home advertising platform to more than 400 stores throughout the Midwest.
Unconfirmed
Hy-Vee launched the WholeLotta Good online store[24]Hy-Vee 推出 WholeLotta Good 在线商店600wmtradio.iheart.com
Hy-Vee launched WholeLotta Good, an online store featuring dietician-approved products, including groceries, vitamins and fitness equipment, with shipping available to all 50 states.
2021-12-15
Hy-Vee announces RedBox Rx telehealth and online pharmacy service[25]Hy-Vee 宣布推出 RedBox Rx 远距医疗及网路药局服务kaaltv.com
Reported: 2021-12-15
Hy-Vee announced the launch of RedBox Rx, a national subsidiary offering low-cost telehealth and online pharmacy services and shipping prescribed treatments to patients across the United States.
2021-11-04
Hy-Vee announces Good Graces gluten-free brand[26]Hy-Vee宣布推出Good Graces无麸质品牌klkntv.com
Reported: 2021-11-04
Hy-Vee announced the launch of Good Graces, a new private gluten-free brand available at all Hy-Vee stores. More than 30 products were already available, while another 60 gluten-free items were in development.
2021-10-04
Hy-Vee launches Scan Out Hunger campaign[27]Hy-Vee启动“Scan Out Hunger”募捐活动kcrr.com
Reported: 2021-10-04
Hy-Vee teamed with Feeding America for the Scan Out Hunger campaign, which aimed to raise $500,000, equivalent to approximately five million meals. Hy-Vee said it would donate $150,000, and customers could donate through a store QR code.
2021-09-14
Hy-Vee opens reimagined Grimes store[28]Hy-Vee开设重新打造的格赖姆斯门店supermarketnews.com
Hy-Vee opened its 93,000-square-foot grocery store in Grimes, Iowa, on September 14, describing it as its first entirely reimagined grocery store in its eight-state Midwestern market area.
2021-05-26
Hy-Vee and Free Clinics of Iowa announce pop-up vaccination clinics[29]Hy-Vee与爱荷华州免费诊所宣布举办快闪疫苗接种诊所dmcityview.com
Hy-Vee announced that it is partnering with Free Clinics of Iowa to host six COVID-19 vaccination clinics in Des Moines, Iowa, and nearby communities in June.

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Overview

History

Products and positioning

Controversies

Recent events

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Sources64 sources