This month 15 years ago, Hy-Vee Seasons magazine debuted, and 100 issues later it’s still going strong.
“We had a mission statement about making people’s lives easier, healthier and happier,” says Donna Tweeten, executive vice president, chief of staff and president of Hy-Vee marketing and media. “And Seasons magazine was a wonderful way to do that and build a deeper relationship with our customers.”
The magazine’s purpose is to marry traditional lifestyle content like recipes with valuable purchasing information so you can easily incorporate the ideas and tips presented into your own life. The name reflects the seasons of life and how each occasion, large and small, helps you lead your best life.
Over the course of 100 issues, the goal of the magazine has remained the same; however, how we deliver it to you has changed. “It’s one of those magazines that’s going to ebb and flow with changing lifestyles,” Donna says. The content and images are meant to be aspirational, but as your life got busier, our recipes got simpler and we started presenting information in easier-to-absorb snippets.
“It’s very seldom that something gets better with age,” Donna says. “But Seasons has matured in a youthful way—it’s still so young and fresh.”
Find fun facts and interesting tidbits about what it takes to put Seasons magazine in your hands every month.
We have brought you the stories of athletes like Shawn Johnson and Patrick Mahomes, Hollywood stars such as Drew Barrymore, Kristen Bell and Dax Shepard, entertainers like 50 Cent and Judy Greer, and famous chefs such as Giada De Laurentiis.
BRUSHES WITH FAME
It takes 6 months on average from concept to the magazine hitting your mailbox.
Good food doesn’t happen overnight.
The Seasons team of recipe developers creates every recipe. A panel of foodies tastes them—sometimes several times—to ensure they meet Seasons’ high standards.
CHRISTMAS IN JULY
The Seasons team was testing the recipes and creating the holiday sets you see in the following pages in July. By the time you read this, January is being printed, February is in the final stages, March writing and photography are complete, April recipes have been developed, May story assignments have been made and we are looking at June story ideas.
Three dozen dogs have graced the pages, compared to 20 babies, 10 mascots, six cats and 1 duck.
Something look complicated? Don’t worry, we’ll show you how it’s done. Every issue features web links to videos produced by our digital team showing you how to create the fun ideas we present on the page.
From the first issue with seven recipes to our 10th anniversary edition with 100 recipes, we’re dedicated to helping you discover new family favorites. You can find them here.
Think the food in the photos looks yummy? We start with delicious recipes, but it does take a village to pay attention to the details. Photographers, art directors and food stylists are at each photo shoot for every food image shown.
Maintenance is always required, including on magazines. The look of Seasons has been tweaked several times to keep it fresh and modern.
Finding more information and buying what you see in the magazine was made easier when QR codes were introduced, directing readers to the appropriate section of Hy-Vee.com
THE SCREENS HAVE IT
Hy-Vee and Seasons magazine are committed to bringing the latest trends home to you in ways that will make your life easier, healthier and happier.
Look forward to...
Seasons magazine comes to life at your fingertips or the click of a mouse.
Knowing the audience that loves to interact with digital media, we saw this as an opportunity to really make Seasons come to life. I mean, literally have stuff jumping off the screen and watching the activity of that recipe being made,” says Donna Tweeten, executive vice president, chief of staff and president of Hy-Vee’s marketing and media.
Since Seasons debuted 100 issues ago, we have recognized the major shift in the way people access information. This past summer, Seasons came to your mobile devices, offering a way for you to have the magazine at hand no matter where you are.
New shoppable content was added, making it easier than ever for you to get what you see in Seasons to your home by simply tapping what you want from the shopping list. You also can search for recipes by name or ingredients to put together the perfect menu—and add ingredients you need to your shopping cart right from the recipe. Plus play fun games as you browse content.
Seasons now offers two distinctive ways to learn how Hy-Vee can make your life easier, healthier and happier. The information is more accessible than ever and available to easily share with your friends and family.
The first issue of Seasons debuted, just in time for the winter holidays. The issue set the theme of home, family and food. The cover models were an early 1950s Chevrolet 3100 pickup truck and a federal-style house.
Seasons moved to six issues per
year and introduced readers to guest editors—members of the Hy-Vee team who offered insight into their own lives and how they related to the articles.
Seasons began highlighting in-store dietitians and the many services they offer. Hy-Vee was one of the first stores in the nation to have registered dietitians on staff.
More to Love
Focus on dietitians
Seasons followed Hy-Vee team members as they ventured to Alaska to find the finest seafood available and bring it home to your Hy-Vee store.
Catch of the day
Readers were able to visit Kansas City’s Kauffman Stadium, home of the Major League Baseball team, the Royals, through the pages of the magazine. Hy-Vee also sells tickets to games in area stores.
The summer issue introduced celebrity chef Curtis Stone, who offered easy-to-make recipes, tips and insights to bring families to the dinner table.
cooking with stone
Olympic gold medalist Shawn Johnson was the cover girl for the summer issue, just as she announced her retirement from gymnastics. Hy-Vee was a staunch supporter of the athlete throughout her career and into the next phase of her life.
Sometimes seeing is worth a thousand words. Seasons introduced online videos showing how to prepare recipes and make the crafts featured in the magazine.
Seasons invited readers to experience the wonder of Omaha’s Henry Doorly Zoo through a pictorial visit in the pages of the magazine.
Ask a Dietitian (now called Dietitian Q&A) debuted in Seasons magazine. Hy-Vee’s dietitians offer nutritional insights helpful to readers.
The magazine celebrated half a century of Hy-Vee’s famous tagline A Helpful Smile in Every Aisle by offering 50 recipes; 10 from every decade the tagline had been in use.
Seasons looked back to celebrate 85 years of Hy-Vee history with pictures and a timeline of all the important events in our past, such as Hy-Vee being adopted as the store moniker in 1952.
Power of History
This issue celebrated the magazine’s 10th anniversary and had 100 recipes, the most ever printed in Seasons.
More how-to images were added to Seasons’ recipes and fewer ingredients were featured to make recreating them at home easier. It also began printing in conjunction with health and wellness sister magazine, Balance.
Hy-Vee Balance, a health and fitness magazine, was introduced to provide ideas on how to become the healthiest version of yourself and shared tips from celebrities on how to live the best life.
Seasons returned, printing once a month. The latest version combined the health focus of Balance with food and daily life components, making Seasons a full-fledged lifestyle magazine.
Move to monthly
Your help matters. The magazine followed Hy-Vee behind the scenes of the filming of the One Step commercial as it showed how the program assisted a community in northern South Africa gain access to fresh drinking water.
The first health-themed issue showcased Hy-Vee’s commitment to the health of you, the customer, and its team members.