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H-E-B Honors Veterans Across Texas Through Operation Appreciation Program

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San Antonio, TX — November 11, 2025 — On Veterans Day and throughout the year, H-E-B Partners (employees) across Texas continue to honor and pay tribute to the sacrifices of our nation’s military veterans and their families.

As part of this year’s Operation Appreciation program, H-E-B stores statewide are distributing gift bags filled with H-E-B brand products and personal notes of gratitude to veterans visiting stores, as well as to local VFWs, American Legion posts, and veteran-focused nonprofits across the state. These thoughtful gestures reflect the company’s ongoing commitment to celebrating and supporting Texas veterans in meaningful ways.

On Tuesday, November 11, H-E-B Partners will personally hand out these special gift bags to veterans inside stores and at community events across Texas.

🇺🇸 About H-E-B’s Operation Appreciation

Launched in 2013, H-E-B’s Operation Appreciation is a companywide initiative dedicated to honoring service members, veterans, and their families both within the H-E-B workforce and throughout the community. Through this program, H-E-B has contributed more than $17 million to military-based nonprofits in Texas.

Operation Appreciation supports programs that:

  • Provide employment opportunities for veterans and their spouses

  • Donate mortgage-free homes to severely wounded veterans

  • Offer direct funding for veteran assistance organizations across the state

Recently recognized as a top workplace for military veterans, H-E-B has proudly hired more than 30,000 veterans and military spouses since the program’s inception.

☕ Customers Can Help Give Back

Texans can also join in supporting the cause by purchasing products from Café Olé by H-E-B’s Commemorative Collection. For every purchase made, $0.35 is donated to military nonprofits in Texas — helping extend H-E-B’s mission to give back to those who have served.

H-E-B’s ongoing commitment through Operation Appreciation continues to serve as a testament to the company’s belief that honoring service members is not just for one day — but every day of the year.

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