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H-E-B to Launch Supplier Contest During Super Bowl; Adds Whatafries

January 31, 2014
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H-E-B will run a Super Bowl commercial between the third and fourth quarter to launch its H-E-B Primo Picks Quest for Texas Best Contest, a search for unique grocery items from local suppliers.

H-E-B released the full 60-second commercial that stars former Dallas Cowboys quarterback Troy Aikman ahead of the game. It can be viewed HERE

Texas-based food and beverage suppliers can enter the contest by submitting their product at, from February 2 to March 31st.

“To show our commitment to our Texas heritage, H-E-B is on the hunt for the best products out there. But we can't do it alone,” the retailer writes on its website.

The contest is open to legal residents of Texas and legally organized business entities which are validly authorized to do business in Texas and have business operations in Texas.

The grand prize winner will receive $25,000 and a Pitch Opportunity, a negotiation period of up to thirty days to discuss mutually agreeable terms for potential sales of the winning product in H E B stores. The first prize winner will receive $20,000, second place gets $15,000, and third place wins $10,000.

H-E-B will also hold a Primo Picks Tour during Feburay and March offering shoppers samples of its exclusive products.

In other news, H-E-B today added salt and pepper seasoned Whatafries to its exclusive Whataburger line of products launched earlier this year.

The new Salt and Pepper Whatafries will be available at H-E-B, Central Market, Joe V's Smart Shop and Mi Tienda stores.

"We continue to receive overwhelming customer support for our Whataburger line of products," said Reade Ahrens, H-E-B group VP of Grocery Procurement and Merchandising in a press release. "We want to provide Texans with the products and brands they love, and our goal is to continue introducing new and unique items our customers will enjoy."

Developed by the H-E-B product team, the unique Whatafries debuted in June. Whatafries are a “Texanized version of the French fry that's crisp to the core with a big-ole-Texas crunch.”

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