Operation Appreciation

Proudly Supporting Those Who Serve and Their Families


H‑E‑B Operation Appreciation is a companywide campaign created to honor the brave men and women of the U.S. Armed Forces — men and women who are H‑E‑B Partners and customers, friends and family.

Operation Appreciation partners with organizations that support U.S. troops and their families. In contributing time, talent and financial support, H‑E‑B recognizes and appreciates the dedication and sacrifices service members make on behalf of the nation.

“H‑E‑B Operation Appreciation is critical in helping members of the U.S. military and their families during these difficult times. It reaches out to all those in the State of Texas who have served or are serving to protect our freedoms and our way of life,” said Lieutenant General Rick Lynch, a retired U.S. Army member who served as the Commanding General of III Corps and Fort Hood, Texas.

“It is a one of a kind program that is truly making a difference.”

H‑E‑B supports and appreciates our veterans and active duty service members, and we are grateful for the many sacrifices made by their families. It is our privilege to thank and honor them through H‑E‑B Operation Appreciation and organizations that serve the military:


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