H-E-B brand Joe V's Smart Shop comes to Dallas
DALLAS (CBSNewsTexas.com) – Texas grocer H-E-B is expanding into North Texas again, but not in the way you may think. Joe V's Smart Shop, an H-E-B brand, will be opening two locations in Dallas – the first outside the Houston area.
One of the new locations, a building located on West Wheatland Road and Highway 67, was once occupied by Albertsons. It has stood vacant for several years, leaving the neighborhood without a convenient local grocery store.
"There's just convenience stores, and the closest thing that we have is really Sam's, which is right down the road, but that's Sam's where you buy in bulk. We need a place where we can buy stuff, where we just buy locally," says Paulette Carswell.
H-E-B's purchase of the property last year generated anticipation, and now the company is following through on its commitment. The store is set to open next summer as the first of two Joe V Smart Shops in North Texas, catering to areas labeled as food deserts by the US Department of Agriculture.
"With the introduction of Joe V's Smart Shop to Dallas, we are excited to build on our longstanding presence in the area and commitment to serve more customers in this dynamic and growing part of Texas," said Roxanne Orsak, H-E-B chief operating officer. "As a multi-format retailer, we have developed a variety of brands and formats to best serve our customers across the state."
Recent data from the USDA shows that at least 10% of households near the Wheatland location lack access to a vehicle and live more than half a mile away from a supermarket.
The second Joe V's store will be situated near Buckner Boulevard and Samuell Street, an area where nearly 16% of households face similar challenges.
Joe V's Smart Shop is described as having an innovative price format delivering the same products H-E-B is known for – including its fresh tortillas and Meal Simple pre-made meals.
Up until now, Joe V's stores have existed only in the Houston area, offering lower prices and targeting discount seeking shoppers. This expansion of the Joe V Smart Shop brand into North Texas paves the way for H-E-B's larger presence in the region.
Residents, like Carswell, hope the store improved the community's access to basic needs.
