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H-E-B Celebrates Veterans Day With Appreciation Events


Last updated on September 8th, 2023 at 12:46 pm

H-E-B hosted more than 250 appreciation events and community outreach efforts to celebrate Veterans Day across Texas, as well as the dedication of a mortgage-free military home to a veteran.

Among this year’s celebrations, H-E-B stores distributed gift bags filled with company branded items and a note of gratitude, handing them to veterans inside stores and at local nonprofits such as community VFW and American Legion locations. Several stores also hosted Veterans Day celebration receptions. 


“H-E-B works year-round through our Operation Appreciation program to support our military service members, veterans and their families,” said Winell Herron, group VP of public affairs, diversity and environmental affairs. “H-E-B is proud to recognize their commitment and sacrifice to our country, and we’re honored to call these brave Americans family, friends and partners.” 

Additionally, H-E-B hosted luncheons for nearly 300 retired employees who are military veterans and support several military nonprofits across the state with meal distributions, gift cards and programming sponsorships.

Among other festivities, H-E-B, in partnership with Operation Finally Home, dedicated its 38th custom-built, mortgage-free home to U.S. Army veteran Jacob Sanchez, his wife, Sam, and their six children in Alamo, Texas. On Veterans Day, the retailer also held a celebration ceremony for a home in Waco for U.S. Navy veteran Harold Lincoln and his wife, Mary. The home is expected to be dedicated sometime next year.

Home dedications are part of H-E-B’s Homes Built for Heroes program, which plans to dedicate another five homes in 2023, bringing the total donated from H-E-B and the H-E-B Tournament of Champions to 45 homes. Since 2013, H-E-B has partnered with organizations such as the Gary Sinise Foundation, Homes for Our Troops and Operation Finally Home to build these homes across Texas. 


Customers can also offer a salute to veterans by supporting H-E-B’s Operation Appreciation donation campaign. Through Dec. 6, customers can ask their cashiers to add $1, $3 and $5 to their grocery bill or donations can be made online when placing curbside and home delivery orders. 

As part of a pilot program in San Antonio, customers also can select an amount on the pay terminal to donate a dollar amount or by rounding up to the nearest whole dollar amount.

These efforts are part of the H-E-B Operation Appreciation program that supports, honors and provides employment opportunities to military service members, veterans and their families. Launched in 2013, the program has provided more than $10 million in support to dozens of military-based nonprofits in Texas, as well as efforts that provide mortgage-free homes to severely wounded veterans.

Additionally, H-E-B holds several events throughout the year to celebrate military spouses, support youth education initiatives and honor holidays such as Independence Day, Veterans Day and Memorial Day. The grocer also sends hundreds of care packages to service members deployed across the world. Since 2014, H-E-B has hired more than 25,000 veterans and military spouses.

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Donald E. Stephens Convention Center
Chicago, Illinois
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