Continuing its strategic expansion, H-E-B opened a new 55,000-square-foot Joe V’s Smart Shop at 10241 North Freeway Service Road in North Houston on August 20th. The location became the 11th Joe V’s Smart Shop in Houston and the 13th across Texas.
Launched in 2010, Joe V’s Smart Shop is H-E-B’s value-focused format that delivers high-quality groceries at low prices by streamlining operations and cutting costs without sacrificing freshness or quality. Each store averages 55,000 square feet and caters to value-conscious shoppers with selections such as Texas-grown produce delivered daily, freshly cut meats and seafood, warm tortillas made in-store, and handmade sushi prepared every day.
The North Freeway store brings affordable groceries to nearby communities such as Aldine, Acres Homes, and Greater Greenspoint. Customers visiting the new store found a large produce department with ready-to-serve fruits and vegetables, a wide range of meat and seafood including bundle boxes starting at just $20, and a bakery offering tortillas, pastries, breads, and bolillos baked fresh throughout the day. The store also introduced a Sushiya and Asian grill serving sushi rolls, rice bowls, and teriyaki, alongside H-E-B Meal Simple chef-inspired meals designed for convenience. Shoppers also discovered an expansive selection of Latino cheeses, dairy and frozen foods, cookware, small appliances, toys, and everyday essentials, as well as a variety of nutritional supplements, medications, personal care items, and baby products.
Roxanne Orsak, H-E-B’s Chief Operating Officer, said the company was excited to expand the Joe V’s Smart Shop banner in Houston. “We’re thrilled to open our 13th Joe V’s Smart Shop, which allows us to provide more Texas families with the opportunity to make healthy food choices at affordable prices,” Orsak said. “We look forward to serving our Smart Shoppers with a quality shopping experience while also investing in the local community and creating jobs for our neighbors.”
In keeping with its long tradition of community giving, Joe V’s Smart Shop marked the opening with several charitable contributions. The store donated book vending machines to Bussey and Stehlik elementary schools, each stocked with 500 free books, as well as school supplies, teacher breakroom snacks, and $500 in support for each campus. In addition, the company awarded $45,000 to three local nonprofits, with $15,000 each going to Attack Poverty Friends of Northside, Work Texas, and Be An Angel. These organizations provide vital services ranging from job training and education to support for children with special needs.
The new store also brought significant economic benefits to the region. More than 230 Partners, most hired locally, joined the Joe V’s Smart Shop team. These employees received opportunities for career development, competitive pay, and comprehensive benefits, further cementing H-E-B’s role as one of the state’s largest and most community-minded employers.
The opening of the North Freeway location underscored H-E-B’s continued investment in Texas communities. With more than 455 stores across Texas and Mexico, H-E-B employs over 170,000 Partners and is celebrating its 120th anniversary this year. The addition of another Joe V’s Smart Shop demonstrated the company’s ongoing commitment to providing affordable, high-quality food and essentials while strengthening the neighborhoods it serves.
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