How to get your product into H-E-B
A Texas grocer with strong local pride, a well-known local vendor program and a big multicultural shopper base.
What H-E-B buyers prioritize
- Local and Texas relevance
- Multicultural shopper appeal
- Quality and value
- Supply to a large regional footprint
How to prepare your H-E-B pitch
Check fit
Confirm your price tier, pack size and shopper match H-E-B's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a H-E-B-specific sell sheet, category story, pricing model and funded launch plan.
Questions
How do I get my product into H-E-B?
Start by confirming your product fits H-E-B's shopper and format, then prepare the data and materials its buyers expect: local and texas relevance, multicultural shopper appeal, quality and value, and supply to a large regional footprint. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to H-E-B?
Not necessarily. Many brands pitch H-E-B directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do H-E-B buyers look for?
H-E-B buyers prioritize local and texas relevance, multicultural shopper appeal, quality and value, and supply to a large regional footprint.
Guides for pitching H-E-B
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.