Smile Magazine - Fall 2025 (Strack & Van Til)

SMILE SHORTEST DISTANCE

BETWEEN TWO PEOPLE

The IS A

Welcome to the first issue of our reimagined Smile magazine!

Some of you may remember previous versions of Smile from several years ago. We’re excited to bring this publication back so we can share incredible stories about the amazing people who work at Hy-Vee, Inc.

In this issue, you’ll see many references to our new brand positioning statement: “The shortest distance between two people is a smile.” Because we truly believe that a smile can change everything.

Think about what happens when someone smiles at you — you can’t help but smile back. It’s an automatic response; and no matter

what’s going on in your day, when someone smiles at you, you feel better.

That’s how we want our customers to feel every time they visit our stores. We want them to feel welcome and to feel like they’re in a place where people truly care about them. Which is why we’ve also brought back the Hy-Vee jingle that was created more than 60 years ago and can now be heard in many of our current commercials: “Where there’s a helpful smile in every aisle.”

We hope you enjoy this first issue of the new Smile magazine. Most importantly, we hope it makes you...smile. Thank you for all you do for Hy-Vee.

A cherished tradition

Hy-Vee Helpful Smiles hit the open road again

For the first time in four years, a new collection of Helpful Smiles is rolling through Hy-Vee’s ninestate region.

Nearly 90 Hy-Vee employees now have their faces on the sides of the company’s semitruck trailers. They earned the honor by serving at least 40, 45 or 50 years, or by receiving a Richard N. Jurgens Legendary Customer Service Award last year.

This year’s “truck tour” ran from May until August and stopped at stores in Jefferson City, Missouri;

Macomb, Illinois; Rochester, Minnesota; and just about everywhere in between. The honorees gathered outside their stores with family members, friends and co-workers, and got their first looks at their smiling faces — bigger than they’ve ever seen before.

Featured employees included: Three employees with 50 years of service, 18 employees with 45 years of service, 53 employees with 40 years of service and 13 Legendary Customer Service Award winners.

3,000+

Longevity

This fall marked our annual Service Awards celebrations, where we honor employees who have reached consecutive five-year milestones with Hy-Vee at full-time status. This year, we had a number of individuals reach 40, 45, 50 and 55 years with Hy-Vee. Altogether, we celebrated 2,523 Service Award recipients in 2025.

40-year employees

Dave Arnold, Sioux City #1

Dave Baker, Omaha #11

Roy Bebout, PDI

Bart Braun, Lomar DC

Chris Bryant, Lomar DC

Deb Buland, Mason City #1

Dean Chandler, Chariton DC

Dean Cirksena, Des Moines #4

Randall Croft, Strack & Van Til Corporate Office

Brenda Daniels, Milan

Kevin Dawson, PDI

Bill Elliott, Altoona

Mike Flemming, Sioux Falls #3

John Fox, Sioux City #2

Gary Gray Jr, Ames #1

Patti Grotzinger, Manhattan

Lori Hansen, Cherokee

Mark Harkins, PDI

Jeff Harris, , Chariton DC

Jeff Hoppman, Cedar Rapids #5

Mark Horejsi, Albert Lea

John Huston, Quincy #1

Tim Jelsma, Johnston

Julie Knotts, Ottumwa #1

Mike Knowles, Chariton DC

Jill Lee, Urbandale

Stacey Lokensgard, New Ulm

John Mann, Corporate Office

Roxann Martinek, Cedar Rapids #7

Lori McKenna, Ankeny #2

April Morgan, Austin

Thomas Nardy, Corporate Office

Loren Navratil, Johnston

Sylvia Nenortas, Marshall

Rich Ness, Faribault

Ron Noel, Corporate Office

Cheryl Overland, Corporate Office

Sandy Pedersen, Watertown

Tom Pickering, Marshall

Lauri Polo, Chariton DC

Dave Ramberg, Norfolk #1

Harvey Ramirez, Sioux Falls #2

John Rediske, Waverly

Barb Robey, Silvis

Phil Savidge, Lincoln #4

Holly Schmid, Columbus

Phil Sloup, Quincy #2

696 147 754 117 267

Michael Schultz, Marshall

Kevin Stickle, Omaha #6

Mitch Streit, Corporate Office

Kyle Sturms, Keokuk

Dan Teague, Council Bluffs #2

Tom Van Voorst, Sioux Center

Kyle Wallace, Chariton DC

Cristi Walters, Chariton DC

Tim Whitlatch, Chariton DC

Darrell Wiley, Dubuque #3

45-year employees

Bill Baker, Washington

Keely Battani, West Des Moines #1

Roy Fullington, Columbia #1

Mike Haas, Ankeny #1

Sam Hilderbrand, West Des Moines #2

John Holbrook, Spirit Lake

Lori Kowalke, Iowa City #3

Kevin Lenzine, Chariton DC

Monte McCann, Lomar DC

Keith Miller, Norfolk #2

Leanne Norton, Chariton DC

Genie Snuggs, Chariton DC

Mike Steffen, Sioux Falls #3

50-year employees

Connie Heidemann, Cedar Rapids Regional Bakery

229 13 239 3

Wayne Werkmeister, Columbia #1

55 YEARS

Roger Manser

Truck Driver, Chariton Distribution Center

For Melissa and Nate, Hy-Vee is more than a workplace, it’s where their lives together continue to grow...

It all started in Aisle 2

Some love stories start with a grand gesture but for Melissa and Nate Hodgson, it all began in Aisle 2.

The two first met in 2013 while working at Omaha #11, and after Nate worked up the courage to ask for Melissa’s number in Aisle 2, their journey together began.

Six years later, Melissa and Nate were married in a celebration that was uniquely Hy-Vee — their officiant was Melissa’s Hy-Vee mentor, they decorated with flowers from Hy-Vee and their guests enjoyed HyChi, Nori Sushi and Hy-Vee pie during the reception.

The Hy-Vee family connection grew even deeper when, in January 2023, the Hodgsons welcomed their first son, Finn Charlee. They credit Hy-Vee’s fertility benefit for helping to make Finn’s arrival possible.

Many will recognize Finn from his “I am a Hy-Vee baby” photo taken during Gretna’s grand opening

(where Melissa and Nate now work). Finn also recently became a big brother when the Hodgsons welcomed a second son, Porter Jacob, to the family.

For Melissa and Nate, Hy-Vee is more than a workplace, it’s where their careers continue to grow and where an aisle conversation turned into a lifetime together.

If you’ve recently tied the knot or welcomed a new baby and you’d like to share the news in Smile magazine, let us know! Send your news to smilemag@hy-vee.com, and we’ll feature it in an upcoming issue of Smile. Let’s celebrate life’s big moments together.

Donating for a good cause

Susan Anderson, an Aisles Online service manager in Jefferson City/Osage Beach, recently cut and donated her hair to Wigs for Kids, a nonprofit organization that provides hairpieces to children experiencing medical hair loss. Susan is dedicated to Wigs for Kids as this is her SECOND hair donation to the organization!

A family affair

Imagine five Hy-Vee name tags under one roof! All five members of the Bubon family work at the Ankeny #1 store — quite literally providing helpful smiles in every aisle.

And each of them has found their own niche. Mike shares his expertise as Wine & Spirits manager, while his wife, Alissa, leads with care as the store’s pharmacy manager. Their children can also be found around the store. One of their daughters, Dagny, works as a pharmacy clerk, while their other daughter, Corin, brings energy and a welcoming smile to the front as a courtesy clerk/checker. Their son, Declan, serves customers with a smile as a service clerk.

Working together, the Bubons have created a meaningful tradition in their dedication to making Hy-Vee customers’ days brighter.

Pictured from the left: Declan, Dagny, Mike, Corin and Alissa Bubon.

Taking the crown

Raegan Keith, a checker at the Urbandale Hy-Vee, has been crowned National American Miss Iowa. The title comes with a four-year scholarship to Midland University in Fremont, Nebraska. National American Miss is a pageant program focused on building confidence and learning real-world skills like interviewing, public speaking and presenting themselves to an audience. Contestants compete in interview, personal introduction and formal wear.

Raegan was also the top finisher in the best resume, dream model, casual wear, photogenic and runway categories. She’ll go on to the national pageant later this year in Orlando, Florida.

Legendary

Meet Hy-Vee’s 2025 Richard N. Jurgens

Legendary Customer Service Award recipients

This year, 14 employees received Hy-Vee’s highest honor — the Richard N. Jurgens Legendary Customer Service Award. This award is given to only a select group of individuals each year who are nominated by their peers, customers and supervisors for their commitment to delivering superior customer service. Winners receive a coveted Legendary Customer Service name badge and a custom-designed ring to commemorate the honor, as well as a trophy and a free trip of their choice. Each individual’s photo is also displayed on a Hy-Vee semitrailer.

Minka Miljkovic

Ron Pearson Center Food Prep Specialist Corporate Office, West Des Moines

Darin Schleicher

Produce Manager

Brookings

Jim Duggan Dairy Clerk

Coralville #1

Heather Teresiak Pharmacy Manager

Spring Lake Park

Julie Headley Human Resource Manager

Johnston

Carrie Todd

Benefits & Payroll Supervisor

Strack & Van Til Corporate Office

Terry Fisher Meat Cutter Cedar Rapids #7

Shannon Groepper Floral Manager Le Mars

John Hazuka Produce Clerk Rochester #2

Bryant Meyer Cake Designer Rochester

Alberta Van Vactor Checker Council Bluffs #2

Mike Hackett Service Manager Blue Springs

Jody Turner Greeter Clinton

Ann Morris

Delivery Driver Iowa City #1

The shortest distance between two people is a

SMILE

To connect with our customers in a more meaningful and authentic way, we introduced a new brand campaign this fall that centers around a simple yet powerful concept — the Hy-Vee helpful smile. In partnership with our new creative agency, Jackson & Moran, we unveiled a new tagline to support the campaign: The shortest distance between two people is a smile.

To bring the campaign to life, we developed new store signage, digital content and TV commercials to demonstrate the power of a smile.

New customer programs

SMILES ARE SWEETER WITH A COOKIE.

To increase customer loyalty and support the campaign, we developed a series of new programs for our customers.

Turning birthdays into brand moments

During their birthday month, PERKS Plus members will receive an offer for free bakery fresh cupcakes.

Relaunching Kids Club

Thanking our top shoppers

During the holiday season and other key times of the year, we are thanking our top customers with “thank you” notes and Hy-Vee gift cards.

Reinforcing the helpful smile

To connect with the next generation of shoppers, we brought back the free Kids Club, which includes in-store scavenger hunts, free in-store items and treats like birthday cupcakes. Special Kids Club events are also held throughout the year at Hy-Vee.

As a company, we are renewing our focus on service and helpfulness to ensure that every customer who walks through our doors feels welcome and at home. By now, every employee should have received a new Hy-Vee Fundamentals card, outlining our company standards, including “The Hy-Vee Helpful Five,” which are listed on the card above.

Building a people-first culture

Hy-Vee becomes Great Place To Work certified

The results are in! For the second time in company history, Hy-Vee earned the prestigious Great Place to Work certification, which is only given to organizations with exceptional workplace culture. The certification is based upon anonymous feedback that’s independently collected from Hy-Vee employees by Great Place To Work. This year’s survey results showed that employees view Hy-Vee as a trustworthy, people-first workplace where they feel valued, supported and empowered to grow in their careers.

Hy-Vee’s telehealth company gains national attention

Hy-Vee’s telehealth and online pharmacy provider RedBox Rx was named to Newsweek’s inaugural list of America’s Best Online Platforms based on a study that evaluated more than 20,000 digital platforms across the U.S. Only 500 companies were recognized on the list and evaluated on their platform’s usability, traffic growth and technical performance. In the healthcare category, RedBox Rx ranked #16. To learn more about RedBox Rx, visit redboxrx.com.

Supporting veterans in the community

This year, Hy-Vee earned the 2025 DAV Patriot Employer Special Recognition Award for Excellence in Community Support. This award highlights Hy-Vee’s dedication to hiring veterans and its ongoing veteran support through initiatives like the annual Veterans Day Breakfast and the Hy-Vee Homefront program. Of the 35 companies that received the DAV Patriot Employer Award, Hy-Vee is only one of eight to receive the additional Special Recognition designation.

Best place for working parents

For the fourth consecutive year, Hy-Vee has been named a Best Place for Working Parents in recognition of its family-friendly benefits designed to help employees with work-life balance including childcare discounts, tuition assistance, grocery discounts and more.

Hy-Vee sponsors Peoria Honor Flight

Dozens of Central Illinois veterans flew to Washington, D.C., in November, for the Greater Peoria Honor Flight’s fifth trip of the year. Hy-Vee’s sponsorship allowed the organization to add another Honor Flight to its typical roster of four, giving more veterans the chance to visit memorials dedicated to honoring service members’ sacrifices. Peoria’s 25 News was along for the Honor Flight.

Click HERE to view the full story.

Experience of a lifetime

A Kansas City-area family headed off to Buffalo to watch the Chiefs play the Bills, thanks to a game day experience gift from Hy-Vee and Breakthrough T1D. FOX4 News was at the Overland Park #2 Hy-Vee when the Neill family learned they’d received free game tickets, airfare and hotel accommodations. Hy-Vee has supported Breakthrough T1D, formerly known as JDRF, for more than 25 years.

Click HERE to view the full story.

Hy-Vee stages showcase during Black Business Month

The Robbinsdale Hy-Vee hosted three entrepreneurs in their store for Black Business Month. The Minnesota Spokesman Recorder newspaper was there as the businesswomen connected with customers and shared samples of their products — Nature’s Syrup Hair & Skin Care, Nadia’s Jamaican Kitchen sauces and Soul Grain granola. All products can be found on the shelves in Robbinsdale.

Click HERE to view the full story.

Wienermobile rolls into Omaha

It’s always a good time when the Oscar Mayer Wienermobile rolls into town! KETV NewsWatch 7’s camera was rolling as the iconic vehicle rolled into the parking lot outside Omaha #6. Lots of people stopped by to take their picture and learn about the history of the Wienermobile. Click HERE to view the full story.

HE’S MR. HY-VEE IN CHARLES CITY, THAT’S FOR SURE!

Charles City Hy-Vee employee throws out first pitch at I-Cubs game

Brad Lynch is a beloved employee at the Charles City Hy-Vee, and his family wanted to celebrate his 41 years of service in style. Brad is a huge baseball fan, so the Hy-Vee corporate team arranged for him to throw out the first pitch at an I-Cubs game this year. KCCI 8 News captured the moment the baseball flew across home plate on a truly incredible night. Click HERE to view the full story.

Supporting our communities

As demand for food pantries continues to increase throughout our region, Hy-Vee has stepped up to help feed families across the Midwest. In addition to donating $125,000 toward the effort, we raised funds and collected food donations within our stores. For a limited time, we also provided free kids meals and discounted meals from our food service departments to ensure families could continue to access fresh, affordable meals. Altogether, we provided nearly 900,000 meals — with approximately half of those being served to kids — from Nov. 3-14.

GIANT SMILE

You have a WONDERFUL employee behind the customer service counter at your West Des Moines location on Grand Avenue. Every single time without fail he is super kind, cheerful, helpful and speedy without rushing. “LB” is on his name badge and he has a giant smile!

Hello! Just wanted to send a kudos to one of your employees (Gabe). He brought my groceries out and was super friendly. But what impressed me even more was he stopped to help a man with his bags and took his cart in for him. Most kids these days don’t know how to go the extra mile. Please tell him thank you for having a helpful smile even outside of the aisle.

I did a pickup order and Maddie was awesome! Thank you. I will definitely recommend this store again and again!

THANKFUL

My heart goes out to Hy-Vee! How thankful I am for your beautiful generosity! This beautiful store has provided free food for kids 12 and under Monday-Friday! With the government shutdown, I’m so grateful and thankful. My heart goes out to every single person for helping my children get a warm meal for dinner! I appreciate everything, my children love the food. Thank you so much!

nice & polite

I placed an Aisles Online order today for delivery. My shopper was a man named Barry and he was so wonderful and communicated very well during the shopping process. He was nice and polite, especially when he delivered the groceries.

JAN V., CLINTON

smile

Just wanted to report that everyone in this store is very friendly, caring and helpful — and Loretta is especially so! She has gone out of her way to really make every effort to assist, help and make me feel very good about my shopping experience.

MICHAEL L., PLYMOUTH

I am writing about the wonderful service and interaction I’ve had with Lisa in the bakery. My dad was in a memory care facility in Knoxville, and I live far away and cannot travel. One year for his birthday, I called the Knoxville store and connected with Lisa. Together, we planned his birthday cake — not only for that year — but every year before he passed. They always had a theme representing things that were important to him: Hand tools for his carpentry skills; musical notes honoring his Barbershop music years. She always sent me a photo. I cannot express how much Lisa’s kindness and your delivery service over the past years have meant to me.

KAREN SUE S., KNOXVILLE

THE HELPFUL SMILE EXCELLENCE IN SERVICE PROGRAM

Do you know an employee who is outstanding and goes above and beyond in delivering exceptional service? The Helpful Smile Excellence in Service Program is a new way to celebrate the people who make Hy-Vee an amazing place to work and shop!

Winners will be selected each quarter based on nominations. Each winner will receive a gift along with a $50 gift card. All employees within the organization are eligible to win – in stores, distribution centers, subsidiaries and corporate offices.

Scan the QR code to submit your nomination — open through Monday, Dec. 15 at 5 p.m.