H-E-B opens value-focused Joe V’s store in Katy, Texas

H-E-B this week opened an outpost of its value-focused Joe V’s Smart Shop by H-E-B in Katy, Texas, its 10th location of the banner in the Houston area.

The 55,000-square-foot store, which debuted Wednesday, sells a curated assortment of fresh produce, prepared foods, in-store cut meat and more “at even lower prices” than a traditional H-E-B location, the grocer said. H-E-B has previously said that prices at the chain are about 15% to 20% lower than those of competitors.

The Joe V’s Smart Shop store features a large produce department with Texas-grown fruits and vegetables, as well as value-added produce; an extensive meat and seafood selection, including $20 bundle boxes and Texas-sized Club Packs; a bakery with tortillas, pastries and breads made in-store; sushi and rice bowls made in-store; heat-and-eat meals; Latino cheeses; general merchandise; nutritional supplements; personal care items and more.

The Joe V’s Smart Shop concept debuted in 2010 and currently only operates in the Houston area. But San Antonio-based H-E-B announced in June that it would open two new Joe V’s stores in Dallas by late summer 2024 and spring 2025.

Each store employs about 150 workers, and H-E-B has said it keeps prices at the chain low by relying on operational efficiencies and new technologies.

“As a multi-format retailer, we have developed a variety of brands and formats to best serve our customers across the state,” COO Roxanne Orsak said in June.

In addition to its traditional grocery stores and Joe V’s Smart Shop locations, H-E-B also operates the upscale Central Market banner and Mi Tienda stores that sell Mexican products.

“We’re excited that our Joe V’s Smart Shop stores is now open to serve customers in Katy with top-quality service and selection,” Trini Cardenas, a 26-year H-E-B veteran and the store’s top leader, said in a statement. “This is our 10th location to open in the Houston area, and we look forward to bringing this proud H-E-B brand to more Texans in the future.”