Mexican CPG Brand: H-E-B Texas Regional Grocery Launch
H-E-B Texas regional grocery launch for a Mexican CPG brand with San Antonio buyer office negotiation, Mi Tienda Hispanic-format placement, Central Market premium-banner adjacency, and Laredo cross-border supply chain build across 435 H-E-B stores.
Growth in Conversions
Content Optimization
Organic Traffic
1682%
Dramatic Increase
Project Overview
Mexican CPG brand needed H-E-B Texas placement that worked across the H-E-B banner architecture, including H-E-B core stores, the Mi Tienda Hispanic-American format, and the Central Market premium banner where the brand's premium SKUs belonged. The H-E-B buyer culture in San Antonio is relationship-led, vendor-loyal, and rewards brands that arrive with the cross-border supply chain already operational through Laredo customs rather than asking H-E-B to absorb the import complexity. The launch coordinated the brand's manufacturing facility in Nuevo Leon with H-E-B's distribution centers across the Texas footprint.
Execution
MOART negotiated 7-SKU placement across the H-E-B banner architecture with the San Antonio buying team, established the Laredo cross-border supply chain through the brand's Nuevo Leon manufacturing facility with USDA and FDA documentation handled at the Laredo port of entry, coordinated bilingual packaging and shelf-talker compliance for the Mi Tienda and bilingual core-banner shopper, positioned the brand's premium SKUs into Central Market with the premium-banner merchandising team, and built H-E-B Combo Loco trade-promotion alignment for the Hispanic-shopper seasonal peaks.
Project Results
7 SKUs live across 435 H-E-B stores spanning the core H-E-B, Mi Tienda, and Central Market banners within 13 months, with the Laredo cross-border supply chain operational and Hispanic-shopper sell-through landing 41% above the Texas grocery category benchmark.
Conclusion
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