Employee Build participants


WEST DES MOINES, IOWA (July 16, 2019) — Hy-Vee Inc, in partnership with Variety — the Children’s Charity, a national charitable organization that improves the lives of children in need, announced today that its Petals for Pedals fundraising event will take place from July 17-30 across more than 250 Hy-Vee stores.

Starting tomorrow, Hy-Vee will sell one dozen roses for ten dollars. A portion of proceeds from each bouquet sold will help provide bikes to children who experience various life challenges. These children may be underprivileged, at-risk, critically ill or live with special needs.

“Bikes are such a practical gift for the types of children supported through our program,” said Sheri McMichael, Executive Director for Variety. “These bikes will provide joy and entertainment through difficult times, and improve mobility and well being as well as foster healthy recreational hobbies. The benefits are truly endless.” said McMichael.

Employees from Hy-Vee, Variety, and Bike World, the event’s bicycle supplier, participated in two bike-building events at Hy-Vee’s corporate campuses prior to the fundraiser. As a start to Hy-Vee’s donation to Variety, 250 gender-neutral bikes were assembled. Variety will select at least one deserving child in each Hy-Vee community to receive a bike following the fundraiser. Each bike is accompanied with a helmet and bike lock.

“It was an honor to support Hy-Vee and Variety in their mission to help deserving children. Both organizations are community leaders and class acts when it comes to philanthropy. As the supplier of all Variety bicycles, we are thrilled that our products continuously provide incredible experiences for these much deserving children,” said Bif Ridgway, owner of Bike World in West Des Moines, Iowa.

“Variety is one of Hy-Vee’s longest-standing charitable partners. Throughout our 37-year relationship, we have both remained committed to hosting unique fundraising events that raise money, deliver goods or provide services that best impact the lives of children in our local communities,” said Brad Waller, Assistant Vice-President of Community Relations for Hy-Vee. In 2018 alone, Hy-Vee raised more than $550,000 for Variety.

Customers can join Hy-Vee in its mission to raise awareness about this fundraiser through the company’s #Kabloom social media campaign. During Hy-Vee’s July 17-30 Petals for Pedals event, customers are encouraged to surprise another individual or organization with one dozen or more roses, capture the experience on video and post it on social media. Tag Hy-Vee and include #Kabloom with the post to encourage others to pay the effort of kindness forward.

WHAT:            In partnership with Variety — the Children’s Charity, Hy-Vee will sell a dozen roses for just $10 during its Petals for Pedals fundraising event. Proceeds from each bouquet will go toward giving bikes to deserving children.

WHEN:            July 17-30, 2019

WHERE:           More than 250 Hy-Vee locations


Hy-Vee-Variety Bikes.jpg: Employees from Hy-Vee, Variety — the Children’s Charity, and Bike World participated in two bike building events at Hy-Vee’s corporate offices. A total of 250 bikes were assembled to benefit deserving children as part of Hy-Vee’s Petals for Pedals fundraising event, July 17-30.

Employee Build.jpg: Employees from Hy-Vee, Variety — the Children’s Charity and Bike World gathered at Hy-Vee’s corporate offices to assemble bikes for deserving children as part of the company’s Petals for Pedals fundraising event, July 17-30.

Hy-Vee Inc is an employee-owned corporation operating more than 260 retail stores across eight Midwestern states with sales of $10 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 10 Most Trusted Brands and has been named one of America’s Top 5 favorite grocery stores. The company’s more than 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit www.hy-vee.com.

About Variety — the Children’s Charity

Variety — the Children’s Charity is dedicated to improving the lives of children with multiple unmet needs whether they are sick, disadvantaged or live with disabilities and other special needs at a local and national level. Variety aims to maximize the real long term positive social impact for all children. Under three core programs, the organization delivers on its promise to provide a future without limits for every child, regardless of their background or ability, and to be the most trusted and effective children’s charity in the world.

About Bike World Bike World, “the store that supports the sport,” is a local family-owned business that started in 1979 by Forrest Ridgway. With three central Iowa locations, they serve as one of the nation’s largest bicycle retailers. From every level of rider to groups looking to hit the trail with their very first bike, they have provided recreational solutions to consumers for 40 years.

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