H-E-B Launches H-E-B Organic

HEB Organics 1
Photo: San Antonio Express-News

Texas based grocer H-E-B is rolling out a new organic Private Brand H-E-B Organics in more than 350 stores throughout Texas and Mexico. H-E-B Organics follows the well-trodden path of organic private labels like O Organic from Safeway and Nature’s Promise from Supervalu in promises to offer organic alternatives for grocery staples. Meanwhile Kroger(Simple Truth) and Target (Simply Balanced) have each created modern brands which shift the focus from the natural/organic attribute to an aspirational position that focus on helping their customer simplify taking care of herself and her family.

HEB Organics 2
Photo: San Antonio Express-News

According to the H-E-B website:

When it comes to helping Texans fill their plates with delicious, organic choices at affordable prices, H-E-B is all about options. So much so in fact, we’re introducing our new brand of USDA certified organic products in response to popular demand. From farm fresh produce to organically raised meat, breakfast foods to salty snacks, hundreds of new H-E-B Organics™ choices are available now, with hundreds more scheduled to hit the shelves throughout the year.

You can choose USDA Certified Organic, H-E-B Organics with confidence knowing our brand promises:

Produce

  • Genetic engineering (GMOs) prohibited
  • Sustainable soil management methods
  • Grown using only organic compliant materials

Shelf Stable

  • Genetic engineering (GMOs) prohibited
  • Grown using only organic compliant materials
  • No artificial colors, flavors or preservatives

Beef, Lamb, Eggs and Dairy

  • Raised on organic feed
  • No added growth hormones or antibiotics
  • Processed in certified organic facility

Poultry and Pork

  • Raised on organic feed
  • No added growth hormones or antibiotics
  • Processed in certified organic facility


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.