Last updated on December 12th, 2024
Every year on Veterans Day, H-E-B employees across the state of Texas pause to recognize the sacrifices of our men and women in uniform and their families. This day of recognition starts with more than 2,000 H-E-B employees who have served, or are currently serving, in the U.S. Armed Forces and extends to the community of veterans who deserve our deepest gratitude.
While many aspects of life in 2020 look very different, H-E-B remains committed to honoring our nation’s heroes both today and throughout the year. This year-round effort is known as H-E-B Operation Appreciation – a companywide mission dedicated to supporting active duty service members, veterans and their families. H-E-B considers it one of its greatest privileges to serve active duty and retired military whenever they are in the stores. 
Veterans Day is a key component of H-E-B Operation Appreciation. Since launching in 2013, Operation Appreciation has introduced several initiatives committed to honoring our heroes throughout the year. This year on Veterans Day, more than 300 stores recognized our military heroes with gift bags available in store as a small token of appreciation for their service and sacrifice.
In addition, this Veterans Day, a special milestone was achieved with the H-E-B Homes Built for Heroes program as it celebrated the dedication of its 30th custom-built, mortgage-free home for a severely wounded military veteran. Through partnerships with military organizations, H-E-B and the H-E-B Tournament of Champions have previously provided 29 mortgage-free homes to severely wounded heroes across the state. This year’s home is made possible with proceeds of Café Ole by H-E-B Commemorative Collection and H-E-B’s partnership with Homes for Our Troops.
The Café Ole by H-E-B Commemorative Collection is an innovative way for the company to support our military initiatives through giving back $0.35 of every purchase.
“We are beyond humbled this Veterans Day to provide a very deserving military family with H-E-B’s 30th mortgage-free home, thanks to the proceeds from sales of Café Ole by H-E-B Commemorative Collection coffee,” said Jeff Ogan, business development manager for Café Ole by H-E-B. “We hope this will be the first of many homes funded through this unique Café Ole by H-E-B program.”
On Veterans Day and throughout the year, the 120,000 employees at H-E-B, including the more than 2,000 veterans and service members, say they are honored to recognize the courage and sacrifices of those called to serve our country.
