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The Des Moines Register reports that Hy-Vee las launched "a marketing media subsidiary … RedMedia will allow companies to reach consumers through various Hy-Vee platforms, including advertising in Hy-Vee stores and on Hy-Vee's digital websites. The business-to-business marketing firm will be at least the 10th Hy-Vee subsidiary.

The story says that RedMedia is designed to "give companies a deeper understanding of the consumers they are trying to reach."

Jason Farver, president of RedMedia, said in a prepared statement that "leveraging insights allows companies to be smarter and more strategic with their marketing dollars, while also improving the customer experience by reaching the right customer at the right time with the right product offering."