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Innovator of the Year Southwest

H-E-B’s Own Brands Portfolio Continues To Expand 


H-E-B is proud to be a Texas company and its family of brands reflects that pride.

In addition to its branded products, other Own Brands include H-E-B Select Ingredients, H-E-B Organics, H-E-B Meal Simple, Field and Future by H-E-B, Mi Tienda, Hill Country Fare, Central Market, H-E-B Kitchen & Table, H-E-B Responsibly Raised and H-E-B Texas Roots to name a few.

Customers will also find Home by H-E-B brands Haven + Key and Texas Proud, along with True Texas Barbecue restaurants, in many H-E-B stores.

Scott Mitchell, chief merchant for the company, said H-E-B’s Own Brand portfolio is designed to bring its customers “unique and distinctive items.” 

That approach is a further illustration of why the retailer is The Shelby Report of the Southwest’s Innovator of the Year.

“True Texas Barbecue has been fun,” he said, adding that the company also operates different food concepts.

Mitchell noted that True Texas Barbecue has been named the best barbecue chain in the state by Texas Monthly. He said it’s not only an option for dining in, but also for catering.

“Quite a bit of our sales come from parties and special events. Weddings are a big deal for us under the True Texas Barbecue brand, which is very exciting.”

He said it is really about the H-E-B Partners. We have smokers in all our True Texas BBQ restaurants and one of the key positions is the pitmaster, who is preparing those products daily and ensuring the retailer gives its customers “the exact same experience across all locations,” Mitchell said. There are more than 20 locations across the state, with more planned for the future.

Home by H-E-B, a new concept for the company, debuted this year and is available in select stores, according to Mitchell. Both Haven + Key and Texas Proud are home décor collections, offering hundreds of items for different rooms in the home. These include textiles, décor, furniture, and accent pieces.

“The primary difference is that Haven + Key is more of a modern décor line, whereas Texas Proud is designed to bring the best of Texas home accents to our customers,” Mitchell said. “We’re excited and will be rolling it out to more stores this year.”

H-E-B continues to look at different ways to diversify its offerings and provide customers with unique items.

“This is part of our total Own Brands approach to offer customers what we call unique and distinctive items,” said Mitchell, adding that Texas Proud and Haven + Key is another way of doing that.

To view the full Innovator of the Year section by The Shelby Report, click here.

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