On the first run-through, your typical modern Hy-Vee store might appear like any other supermarket striver, with outlandish prices on prepared foods that used to cost pennies (how much will America actually pay for a pound of potato salad before the revolution begins, we ask you), but trust us—if you haven’t already, you’ll likely end up falling hard for this employee-owned brand, based in Iowa and scattered around that particular bit of the Midwest.