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H-E-B launches line of organic grocery products

Addie Broyles

H-E-Bs around Texas have long carried organic products, including a house brand from its upscale Central Markets, but now the parent company has launched its own organic line called H-E-B Organics.

Starting this week, shoppers at the more than 350 stores in Texas and Mexico will notice hundreds of new organic products under the store brand label. (Walmart is the country’s largest grocer, but H-E-B sells more groceries in Texas than any of its competitors, a rarity in the supermarket business.)

According to a press release today, “the new line will focus on everyday pantry staples such as canned tomatoes and vegetables, cereal, crackers, fruit and specialty spreads, coffee, salad dressing and potato and tortilla chips. Additionally the launch will include items throughout the produce and market departments such as salads, carrots, cheese and various beef products customers can use every day.” The line will also include string cheese, fruit cups, juice boxes, apple sauce, pretzels and a variety of lunch meats.

Some H-E-B stores have carried more organic products than others, including produce, but this news represents a more aggressive push to capture even more of the dollars that customers are spending on organic food, which are also free of GMOs.

“Demand for organic products has risen steadily over the past few years, yet many organics remain out of reach for customers on a budget,” Martin Otto, H-E-B Chief Merchant, said in the release. “That’s why we are so excited to introduce our customers to H-E-B Organics giving Texas families an affordable way to go organic.”