Donna Tweeten, the marketing executive who became Hy-Vee’s first female president and spent four decades shaping the Midwestern grocer into a nationally recognized brand, died April 8. She had recently been diagnosed with Stage 4 pancreatic cancer.
Tweeten retired from her role as president in January 2025 but remained with Hy-Vee as a consultant up until her passing.
“We are simply heartbroken by the sudden loss of Donna Tweeten,” said Jeremy Gosch, chairman and CEO of Hy-Vee.
“Not only was Donna a trailblazer across Hy-Vee and the retail industry, she was a true friend and mentor to many, myself included. Donna leaves behind a lasting legacy and will forever be remembered for her bold ideas, creative passion and commitment to excellence. We miss her deeply and words cannot express the sorrow that is being felt across our Hy-Vee family due to the impact she had on all of us.”
Tweeten came to the grocery industry with deep roots in advertising. She worked for firms including Davis Harrison Dion-Chicago and Anderson Communications before joining The Meyocks Group, one of Hy-Vee’s partner agencies, where she rose to president and chief creative officer. In 2006, she joined Hy-Vee directly as assistant vice president of communications.
From there, Tweeten advanced through a series of key leadership roles, most notably serving as CMO before being named president — becoming the first woman to hold the title in the company’s history. Over 40 years of work with the retailer, she transformed Hy-Vee’s brand identity and marketing strategy into one of the most recognized in the grocery industry.
Among her most notable achievements, Tweeten’s visionary leadership enabled Hy-Vee to become the first retailer to sign a contract with basketball star Caitlin Clark. She also forged major partnerships with other influential athletes including Patrick Mahomes, Travis Kelce and Shawn Johnson East — deals that elevated the grocer’s national profile well beyond its Midwestern footprint.
Her work earned wide recognition across the advertising and retail industries. Tweeten was named a Champion of Change by ADWEEK, was a recipient of FMI – The Food Industry Association’s 2024 Executive Leadership Awards and a Leading Women Forward recipient by Ad Age. She also received the Lifetime Achievement Award from Mass Market Retailers, among many other honors.
Tweeten earned her bachelor of arts degree in journalism from Drake University and obtained certification from the Kellogg School of Management’s Executive Leadership program at Northwestern University.
Information on funeral and service arrangements has not yet been finalized. Hy-Vee said details are expected to be announced soon. Tweeten is survived by her husband Alan and their five children — Carlie, Nick, Ben, Max and Ella — as well as their grandchildren.