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H-E-B opens new Joe V’s Smart Shop

Discount grocery format boosts presence in Houston area

Russell Redman

December 18, 2018

2 Min Read
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H-E-B has expanded the footprint of its Joe V’s Smart Shop discount grocery concept.

The Texas grocer last week opened a 61,000-square-foot Joe V’s store, its ninth location, at 4203 Red Bluff Rd. in Pasadena. All of the outlets are in the greater Houston area.

Launched in May 2010 with a store in northwest Houston, Joe V’s offers low prices on fresh-cut meat, fresh produce, seafood, baked goods made from scratch, groceries and organic products. The format also carries H-E-B and Central Market private labels as well as national brands.

Austin, Texas-based H-E-B said the concept’s success helped pave the way for the new store. Seven locations are in Houston, and two stores — Pasadena and Baytown — are situated in the eastern part of the metropolis.

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“For the past eight years, Joe V’s Smart Shop has provided families the opportunity to make healthy food choices at affordable prices, consistently 15-20% lower than the competition,” Roxanne Orsak, president of formats and Joe V’s Smart Shop at H-E-B, said in a statement. “We are thrilled to join the Pasadena community with the opening of our ninth Houston-area location.”

In terms of selection, Joe V’s takes an approach similar to that of growing hard-discount grocers Aldi and Lidl. Joe V’s stores carry less than 10,000 SKUs — compared with the 35,000 to 40,000 SKUs typically stocked in a conventional supermarket — and it focuses on the top 20 items purchased most by customers in the area.

The bakery, meat and seafood departments are self-service. Stores also carry a selection of general merchandise and health and beauty aids.

Joe V’s Pasadena stores followed the opening of a location at 2929 FM 1960 Rd in north Houston in early May. That store brought a number of updates to the format, including a new look and larger organic food section.

Overall, the Joe V’s division has about 1,320 employees across its nine locations. The Pasadena store added about 150 jobs.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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