WEST DES MOINES, Iowa — Hy - Vee is launching a new initiative aimed at engaging young customers with the introduction of the Hy - Vee Kids Club. This program aims to educate and entertain children through various activities centered on food and wellness. “The Hy - Vee Kids Club is a tangible example of Hy - Vee living our mission of making lives easier, healthier and happier,” said Tina Potthoff, senior vice president of communications for Hy - Vee . “Through engaging activities, we connect with children on essential life skills like nutrition and cooking, while also enriching the shopping experience and strengthening family and community bonds.” The club is open to children of all ages and offers free membership.

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