Donna Tweeten, a marketing executive who became Hy-Vee’s first female president and spent 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 via advertising. She worked for firms such as 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 as assistant VP of communications.
From there, Tweeten advanced through a series of leadership roles, most notably serving as CMO before being named president.
Over 40 years of work with Hy-Vee, she transformed its brand identity and marketing strategy into one of the most recognized in the grocery industry.
Among her notable achievements, Tweeten’s 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 athletes, including Patrick Mahomes, Travis Kelce and Shawn Johnson East. These deals elevated the grocer’s national profile well beyond its Midwestern footprint.
Her work earned 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 other honors.
A graduate of Drake University, Tweeten held certification from the Kellogg School of Management’s Executive Leadership program at Northwestern University.
Funeral arrangements have not 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.