Supermarket Perimeter - March 2021 - 12

years
SOSLAND PUBLISHING

Hy-Vee: What's changed, what's stayed the same
We asked Dawn Buzynski, director of strategic communications for West Des Moines,
Iowa-based Hy-Vee, to share her thoughts on how the fresh perimeter has evolved for
the retailer.
Supermarket Perimeter: Looking at the
perimeter as a whole, what have been some
of the big changes over the years?
Dawn Buzynski: For Hy-Vee, the perimeter
has evolved from your more traditional
offerings - meat, dairy and produce - to
the very best selection of those items, plus
things like artisan breads, prepared meals,
fast-casual dining options, charcuterie,
cheeses and more. While much has changed
with what we offer our customers over the
years, our commitment to quality produce,
fresh-baked breads and a variety of meat and
meal options in our perimeter is still a focus.

SP: What other perimeter departments have
seen big changes over the years?
Buzynski: Over time, we've incorporated
coolers into the perimeter at the front of
the store for quick grab-and-go options,
including take-and-bake prepared foods.
As we move forward, we remain committed
to staying on the forefront of trends and
offering our customers the best experience
in fresh. We offer a large selection of artisan
breads, charcuterie, a world-class meat and
cheese selection, and many prepared food
options. Prepared foods include our Hy-Vee
Mealtime-To-Go selections, which are made
fresh in-store and allow customers to take
pre-made meals home to feed their families.
Fast-casual departments, such as Hy-Vee
Chinese, Nori Sushi, Hickory House, and
Italian round out the prepared meal options
with something for every palette.

SP: What role has technology played in the
evolution of the perimeter at Hy-Vee?
Buzynski: Data has been a critical factor
in changing the offerings, variety and price
points of fresh foods offered throughout
the perimeter. By using consumer purchase
behavior data, along with focus groups
and secondary research, we've been able
to continuously evolve our perimeter to
meet the needs of our diverse shopping
population. As we've seen the interest in
fresh food increase, we've also had the data
to support growing the footprint of the
fresh perimeter, to allow for greater product
selection and variety.
HY-VEE

SP: What about produce?
Buzynski: Hy-Vee's produce section
has always been a colorful point of entry
greeting for customers. It's changed over
the years in both quality and offerings,
and the selection has evolved with the
availability of specialty items to offer our
customers. Over the years we have added
organic and specialty items, adding to a
much wider selection. Country of Origin

Labeling (COOL) is important
for customers because they want
to know where their produce is
coming from. Advancements in
shipping and technology allows
us to procure quality produce
across the global as well as
locally. When we are not able
to source items locally, we have
invested in technology - from
the warehouse, to transportation
and in-store, to keep produce from
around the world - such as bananas
- fresh. We're proud of our Hy-Vee
Homegrown initiative, where we
partner with local family farmers within
a 200-mile radius of a particular store to
provide customers with local options. This
not only supports local communities, but
it provides our customers with the freshest
produce from farm to store.

12 - MARCH 2021

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Supermarket Perimeter - March 2021

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