Fifty2 – The MPB Project: Hy-Vee One Step

HyVee - One Step - Front-2“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series presents a look at one great Private Brand with insight, analysis and original photography. I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through: great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

2. Hy-Vee One Step

West Des Moines, Iowa-based grocer Hy-Vee launched Hy-Vee One Step as a sub brand of their main NBE line in 2012. The brand separates itself from traditional grocery private labels by confidently stating its Purpose and reinforcing it with design that delivers on its positioning. Their positioning:

Together we can make a difference

We know we can’t solve all the world’s problems.

But we can do something. And you can do something, too.

All it takes is one step. If we take that step together, we can help people in our communities and around the world overcome some of the difficulties that affect their well-being.

The One Step mission is simple: To offer our customers a selection of everyday products and donate a portion of those proceeds to relevant, worthy causes.

  • One small step to make lives easier, healthier, happier…
  • One garden at a time.
  • One meal at a time.
  • One tree at a time.
  • One well at a time.

Won’t you take that step with us?

Each of the four products in the brand have a purpose and a charity.

HyVee - One Step - Potatoes-2One Step Russet Potatoes (5 lb. bag)
Proceeds from the sale of One Step Potatoes help fund community gardens, teaching those in need about health and nutrition through the process of planting, tending and harvesting their own fruits and vegetables.

The Amos Hiatt Community Garden in Des Moines, Iowa, is the first garden developed with One Step funds. The garden is a partnership between Hy-Vee and the Drake University chapter of Students In Free Enterprise (SIFE), an international organization of business students devoted to community outreach projects.

The Amos Hiatt Community Garden project will be used to develop a prototype that others can follow or modify to meet the needs of their neighborhoods and communities.

HyVee - One Step - Cereal Front-2One Step Shredded Wheat
Hunger is a serious problem. Millions of people lack a dependable, adequate supply of food. Proceeds from One Step shredded wheat, packaged in a 100% recycled cardboard box, are dedicated to help those struggling with food insecurities.

Hy-Vee partnered with Meals from the Heartland, a non-profit organization of volunteers who package, transport and deliver highly nutritious meals to the needy.

Hy-Vee’s goal is to package 200,000 meals in 2012.

HyVee - One Step - Paper Towels-2One Step Paper Towels
Proceeds from the sale of One Step Paper Towels, which are made of recycled materials, will be used to make the world greener and healthier. In addition to reforestation projects, Hy-Vee will work with community organizations to plant trees in neighborhoods, parks and other public places.

Hy-Vee’s goal is to plant 10,000 trees the first year.

HyVee - One Step - Water 2-2One Step Water
The lack of a reliable source of fresh water is a global crisis. Worldwide, it is estimated one in six people lack access to safe drinking water; two in six lack adequate sanitation. Water-related illnesses are the leading cause of human sickness, suffering and death.

Hy-Vee is partnering with Rotary International to dig wells to provide millions of people around the world with better access to clean water and improved sanitation.

Many retailers talk about differentiation and change while simply playing the “compare and save” game. With One Step, Hy-Vee has created a true emotional point of difference.

Brand: Hy-Vee One Step

Original Trademark Filing:



West Des Moines, Iowa 

2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.