Hy-Vee, Inc., in partnership with Variety – the Children’s Charity, a national charitable organization that improves the lives of children in need, announced Tuesday that its Petals for Pedals fundraising event will take place from July 17-30 across more than 250 Hy-Vee stores, including Austin’s store.

Starting today, 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,” Sheri McMichael, Executive Director for Variety, said in a press release. “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.

“Variety is one of Hy-Vee’s longest-standing charitable partners, “ said Brad Waller, assistant vice president of community relations for Hy-Vee. “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.”

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.