H-E-B launches organic store brand

H-E-B has introduced a storewide, private label organics brand.

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“H-E-B Organics” is a line of USDA Certified Organic products, including shelf-stable items, produce, meat and dairy.

“When it comes to helping Texans fill their plates with delicious, organic choices at affordable prices, H-E-B is all about options,” H-E-B writes in promotional materials. “So much so in fact, we're introducing our new brand of USDA certified organic products in response to popular demand.”

The retailer highlights to shoppers that H-E-B Organics produce is GMO-free, and grown in sustainable soil; grocery items contain no artificial colors, flavors or preservatives; and all beef, lamb, eggs, dairy, poultry, pork is raised on organic feed with no added growth hormones or antibiotics.

Items are identified with an “Organics” shelf tag.