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H-E-B saluting troops with seasonal campaign assisting veterans

Written by: Leonard Parker | Houston Business News | 04th November

H-E-B has kicked off its annual fundraising campaign to support veterans, active duty service members, and their families. 


Texas' favorite grocery store has kicked off its annual fundraising campaign to support veterans and active duty service members, and their families. H-E-B customers across the state have the opportunity to participate in Operation Appreciation now through Monday, December 7, by asking cashiers to add $1, $3, or $5 dollar donations at the register or online when placing Curbside or Home Delivery orders. 

The funds will go towards H-E-B's Homes Built for Heroes program, which allocates money to nonprofits across Texas that support troops, including efforts that provide mortgage-free homes to severely wounded veterans. These organizations include Operation Finally Home, Homes for Our Troops, and the Gary Sinise Foundation.

“Operation Appreciation is involved with so many inspirational organizations throughout the state, and the H-E-B brand is synonymous with giving back to the community,” says Dan Wallrath, president and founder of Operation Finally Home in a press statement. “Thanks to their involvement, the needs of our veterans have been highlighted as we continue to serve those who have served our country.”

Since launching in 2013, Operation Appreciation has raised $3 million dollars. 

San Antonio-based H-E-B has a long relationship with military personal in Texas. The store has been named a top workplace for military veterans and has hired more than 20,000 veterans and military spouses since 2014. 

“For nearly a decade, H-E-B Operation Appreciation has recognized the courage and sacrifices of those called to serve our country,” says Winell Herron, H-E-B Group Vice President of Public Affairs, Diversity, and Environmental Affairs. “We are thankful for their commitment to defend our nation’s freedom and are honored to call many of them Partners and celebrate them throughout the year.”


Kate Gilbert takes a photo of team members in front of the H-E-B Buffalo Heights store, 3663 Washington, after they chalked positive messages in the entrance of the store. Beginning with Black History Month, H-E-B stores launched a new initiative called Be the Change, part of commitment to diversity and inclusion by spotlighting vendor brands owned by people of color, women, LGBTQ and people with disabilities within stores.

Steve Gonzales, Houston Chronicle / Staff photographer