In a significant transition within the retail landscape, Donna Tweeten, the president of Hy-Vee, Inc., has announced her retirement, effective January 24, 2025. This decision marks the end of an exemplary career that has not only shaped the Hy-Vee brand but has also left a lasting impact on the grocery industry as a whole.
Donna Tweeten’s journey at Hy-Vee is nothing short of remarkable. In 2022, she became the first woman to serve as the company’s president, reflecting a significant milestone in the history of an organization that has been a staple in Midwestern grocery retailing. Under her leadership, Hy-Vee has doubled in size, showcasing her ability to drive growth and innovation.
“Donna’s leadership has been synonymous with creativity and strategic foresight,” said Jeremy Gosch, Hy-Vee’s chairman and CEO. “Her influence has been felt across all levels of our organization, and her tenure will serve as a model for future leaders.” This sentiment echoes the perspectives of both employees and industry peers, underscoring her role as a pioneer in grocery marketing.
Tweeten’s innovative approaches have often turned heads in the industry. One notable initiative was Hy-Vee’s engagement in name, image, and likeness (NIL) contracts with high-profile athletes, a strategy that not only elevated the brand’s visibility but also aligned it with cultural relevance. For instance, the partnerships with basketball star Caitlin Clark and Kansas City Chiefs superstars Patrick Mahomes and Travis Kelce are prime examples of how Hy-Vee has successfully integrated sports marketing into its broader brand strategy.
Before her tenure at Hy-Vee, Donna Tweeten built an extensive career in advertising, working with prominent firms such as Davis Harrison Dion–Chicago and Anderson Communications. She joined Hy-Vee in 2006 as assistant vice president of communications and quickly rose through the ranks, demonstrating her ability to adapt and lead in various capacities.
Over her nearly two-decade long tenure, she held numerous pivotal roles, later transitioning into areas with greater responsibilities, including Executive Vice President and Chief Customer Officer. Her diverse roles have allowed her to oversee all aspects of Hy-Vee’s marketing, contributing to the company’s robust brand image and customer engagement strategies.
Throughout her career, Tweeten has received multiple accolades recognizing her contributions to the grocery industry. She has been named one of Progressive Grocer’s Top Women in Grocery on several occasions and received the prestigious Trailblazer Award in 2023. Moreover, her influence has garnered national recognition, including a Champion of Change award from ADWEEK and the Esther Peterson Award for Consumer Service from FMI.
Her academic credentials are as impressive as her professional achievements. She holds a Bachelor of Arts degree in journalism from Drake University and is certified by the Kellogg School of Management’s Executive Leadership program. These qualifications have undoubtedly equipped her with the tools necessary to navigate the complexities of retail marketing and consumer behavior.
Following her retirement, Tweeten plans to consult and mentor aspiring leaders in the retail sector. This decision aligns with her commitment to cultivate future talent in an industry that is constantly evolving. Her departure from Hy-Vee represents not just a loss for the company, but a transition for the broader retail community, which will continue to benefit from her insights and guidance.
Hy-Vee itself is an employee-owned enterprise, operating more than 570 business units across eight Midwestern states, contributing over $13 billion annually in sales. The company proudly employs over 75,000 individuals and ranks No. 38 in the 2024 list of top food and consumables retailers in North America by Progressive Grocer.
As Donna Tweeten steps away from her leadership role, her legacy of innovation, strategic marketing, and inclusive leadership will undoubtedly influence the future trajectory of Hy-Vee and the grocery industry at large. For those in the industry, her career serves as a benchmark for what it means to lead with vision and integrity.
