What’s behind the challenge coins the Sycamore Hy-Vee distributed to veterans?

Summary
Many veterans also know the commemorative token Hy-Vee gave them is called a challenge coin, and it could earn or cost them a beer.
Description from The Herald-News.
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What’s behind the challenge coins the Sycamore Hy-Vee distributed to veterans?
Many veterans also know the commemorative token Hy-Vee gave them is called a challenge coin, and it could earn or cost them a beer.
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