HEB Plans Discount Store Under New Banner

MARK HAMSTRA

HOUSTON — H.E. Butt Grocery Co. is preparing to debut a new discount supermarket called Joe V's Smart Shop on May 5, SN has learned.

The store, according to its website, will offer "farm-fresh produce, top quality meat and everything in between" at "outrageously low prices."

The store "keeps things simple" to cut costs, the site explains. The promotional tag line is, "Those who know … save big with Joe."

The store is located about 20 miles north of downtown Houston near George Bush Intercontinental Airport and is being built from the ground up, according to information on its Facebook page.

Further information was not immediately available. The banner would join other specialty formats operated by HEB, including the more upscale Central Market, the HEB Plus supercenters and the Hispanic-themed Mi Tienda.

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