RETAIL NEWS

Hy-Vee, Variety partner on Petals for Pedals fundraising event

BY Sandra Levy

Hy-Vee announced that it would be partnering with Variety — the Children’s Charity.

The national charitable organization, which works to improve the lives of children in need, announced that its Petals for Pedals fundraising event will take place from July 17 to 30 across more than 250 Hy-Vee stores.

As part of the fundraiser, the retailer will sell one dozen roses for $10, and a portion of the proceeds from each bouquet sold will help provide bikes to children who experience such various life challenges as being underprivileged, at risk, critically ill or living with special needs, the companies said.

“Bikes are such a practical gift for the types of children supported through our program,” Sheri McMichael, Variety’s executive director, said. “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.”

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,” said Bif Ridgway, owner of Bike World in West Des Moines, Iowa. “As the supplier of all Variety bicycles, we are thrilled that our products continuously provide incredible experiences for these much deserving children.”

Customers can join Hy-Vee in its mission to raise awareness about this fundraiser through the company’s #Kabloom social media campaign. During the 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.

“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,” Hy-Vee assistant vice president of community relations Brad Waller said. In 2018, Hy-Vee raised more than $550,000 for Variety.

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