A New Chapter Begins with HEB as the Growth of a Successful Relationship Continues

Almost three years ago, a chance meeting took place at a State Dinner hosted by the Government of Scotland, where one of the Houston Economic Mission Trade Officers met the head of Global Procurement for large regional grocery store chain, HEB.

As a result of this meeting and follow up discussions, along with a developing interest in Israeli food products, The HEB senior senior staff, working jointly with our office here and in Israel, put together a very successful delegation to Israel, which turned into the first of many successful buying trips, culminating in the purchase of multiple Israeli food products for sale throughout the HEB chain of more than 300 stores.

Since that time, the depth and breadth of the Israeli products on HEB store shelves has grown exponentially each year, and involves many millions of dollars in ever increasing purchases, as the backbone of a powerful partnership with enormous ongoing potential continues to develop and evolve.

A New Dimension

Today, the relationship between Israel and HEB begins a rise to a new level as it expands to include completely new product sectors: over the counter drugs and health & beauty aids. Meetings started early the morning of Tuesday January 24, 2012, which was the first day of a five day tour, with high level meetings scheduled with twenty Israeli companies. Representing HEB is a delegation of seven high level corporate officers including the Business Unit Director for these sectors, along with the VP of General Merchandise, Health & Beauty, The Director of Global Sourcing, and senior buyers.

The future holds no limits, as the proven quality of Israeli products is the driving force in HEB’s desire to maximize the potential of this important partnership, and this new dimension will surely garner great strides as Israel continues to gain both success and respect in all global markets.

About HEB


The story of H-E-B begins more than 100 years ago in a small, family-owned store in the Texas Hill Country. Today H-E-B serves families all over Texas and Mexico in 155 communities, with more than 329 stores and 76,000 employees and 2011 sales in excess of $15.8 billion dollars.