Press Release

H-E-B Buddy League encourages students to “Be a Buddy, Not a Bully”

The annual program teaches kindness, respect, courage and inclusion during National Bullying Prevention Awareness Month
(San Antonio ) —

October is National Bullying Prevention Awareness Month and H-E-B invites Texas students to join the H-E-B Buddy League, challenging them to “Be a Buddy, Not a Bully.” Inspired by H-E-B’s commitment to diversity and inclusion, the effort promotes kindness and respect and discourages harmful behaviors such as teasing, exclusion and bullying.

In its third year, the H-E-B Buddy League kicked off a statewide tour of the H-E-B Buddy League Training Academy. Using song and animation, the live show takes students through five training tasks that demonstrate bullying behaviors and show ways to stand up to bullying and promote unity. The live performance hit the road and will stop at 27 elementary schools across Texas throughout the month.

Additionally, H-E-Buddy and H-E-B Partners (employees) will visit first-grade through third-grade classrooms at more than 300 schools to engage students in a variety of anti-bullying activities and conversations. Teachers will receive an H-E-B Buddy League Kit filled with bilingual materials to continue the dialogue of kindness and inclusion. For schools not scheduled for visits, teachers can download a free activity guide paired with an interactive H-E-B Buddy League Training Academy video and order free H-E-B Buddy League Kits at

Bullying is a widespread issue that can cause negative physical, social and mental-health issues. It’s estimated that between one in four students has been bullied at school, according to the National Center for Education Statistics and Bureau of Justice Statistics. Children who are bullied more often experience depression, anxiety, and feelings of sadness and loneliness as well as experience lower academic achievement and school participation.

In addition to the presentations and online resources, first-grade through third-grade students are eligible for the H-E-B Buddy League Student Advocate Award, which recognizes children who demonstrate acts of kindness, respect, courage and inclusion. Teachers can nominate students online at now through Feb. 28. Winners will be recognized and receive an H-E-B Buddy League Prize Pack.

“H-E-B is a passionate supporter of education and understands that children are successful and learn best when they have safe learning environments,” said Sonia Quirino Canales, H-E-B Diversity & Inclusion Manager. “Since we launched the program, tens of thousands of Texas elementary students have participated in the H-E-B Buddy League and we hope to reach even more children this year.”

Here’s what some teachers and administrators from around the state are saying about H-E-B Buddy League:

“Students absolutely loved the show,” said J.J. Holman, Assistant Principal at Trout Primary in Lufkin ISD. “Programs like this are important to help promote and encourage our students to be brave, actively report bullying behavior and treat others with kindness and acceptance.”

“Learning lessons in different ways is so important,” said Dawn Mireles, Principal at Harvey Elementary School in Kingsville ISD. “The performance, music and characters helped students understand the importance of treating others in a kind way. It helped to provide life lessons and supported our ongoing lessons about living a kinder, gentler life.”

“The H-E-B Buddy League program helped bring awareness to our students about bullying,” said Aminta Limas, Principal at LBJ Elementary in Edcouch-Elsa ISD. “They felt empowered to do the right thing and stand up for others who might be victims of bullying. Programs like this are important because it forms a partnership of support between the community and the school as they work together to prevent bullying as well as to promote kindness towards others.”

“The students love it,” said Lacy Bruce, second grade teacher at Johnston Elementary in Abilene ISD. “The program emphasizes kindness and the importance of including everyone, and fits well with other programs on campus that incorporate positive values and social skills.”

Below is a full schedule of the H-E-B Buddy League Training Academy live performances. For question about H-E-B Buddy League or the live performances, please visit our Contact Us page or email


Date Showtime School Address
Tuesday, October 2 8:30 a.m. Bluebonnet Trail Elementary 11316 Farmhaven Rd Austin TX 78754
Tuesday, October 2 1:30 p.m. Bowie Elementary 4020 Monterrey Oak San Marcos, TX 78666
Wednesday, October 3 8:15 a.m. Gonzalez Elementary* 4350 Jaime J. Zapata Ave, Brownsville, TX 78521
Wednesday, October 3 9:15 a.m. (*2 shows)
Wednesday, October 3 1:00 p.m. Cleckler Heald Elementary* 1610 W. Sugarcane Dr., Weslaco, TX 78596
Wednesday, October 3 2:00 p.m. (*2 shows)
Thursday, October 4 8:15 a.m. Aida C Escobar Elementary* 901 W. Kelly, Pharr, TX 78577
Thursday, October 4 9:15 a.m. (*2 shows)
Thursday, October 4 1:30 p.m. Fields Elementary 500 West Dallas Avenue, McAllen, TX 78501
Friday, October 5 8:30 a.m. Bonham Elementary 2400 E. Jefferson, Harlingen TX 78550
Friday, October 5 1:30 p.m. Garza Elementary 200 Esperanza Road, Brownsville, TX 78521
Tuesday, October 9 1:30 p.m. Frank Madla Elementary 6100 ROYALGATE DR., San Antonio, TX 78242
Wednesday, October 10 8:30 a.m. Hirsch Elementary 4826 Seabreeze Dr, San Antonio TX 78220
Wednesday, October 10 1:30 p.m. Briscoe Elementary 2015 South Flores San Antonio Texas 78204
Thursday, October 11 8:30 a.m. Nellie Mae Glass Elementary 1501 Boehmer Ave, Eagle Pass, TX 78852
Thursday, October 11 1:30 p.m. Rosita Valley Elementary 735 Rosita Valley Rd, Eagle Pass, TX 78852
Friday, October 12 8:30 a.m. Judith Zaffirini Elementary 5210 Santa Claudia Ln, Laredo, Texas 78046
Friday, October 12 1:30 p.m. T Sanchez Elementary/ H Ochoa Elementary 211 E. Ash Street, Laredo, TX 78041
Monday, October 15 1:30 p.m. Freedom Elementary 3845 S Loop 1604 E, San Antonio, TX 78264
Tuesday, October 16 8:30 a.m. Ella Schorlemmer Elementary 2564 Mallette Victoria, TX 77904
Tuesday, October 16 1:30 p.m. CO Chandler Elementary  5105 Guy Grant Rd, Victoria, TX 77904
Wednesday, October 17 8:30 a.m. Rose Shaw Special Emphasis School 2920 Soledad St, Corpus Christi, TX 78405
Wednesday, October 17 1:30 p.m. Gloria Hicks Elementary 3602 McArdle Rd, Corpus Christi, TX 78415
Monday, October 22 1:30 p.m. Rodriguez Elementary  4400 Franklin Park Dr, Austin, TX 78744
Tuesday, October 23 8:15 a.m. Austin Parkway Elementary* 4400 Austin Pkwy, Sugar Land, TX 77479
Tuesday, October 23 9:15 a.m. (*2 shows)
Tuesday, October 23 1:30 p.m. Bussey Elementary 11555 Airline Drive, Houston, TX 77037
Wednesday, October 24 8:30 a.m. Alta Vista Elementary 3637 Alta Vista Dr, Waco, TX 76706
Wednesday, October 24 1:30 p.m. J H Hines Elementary 301 Garrison, Waco, Texas, 76704
Thursday, October 25 8:15 a.m. Dr Joseph A Fowler Elementary* 4910 Katy Creek Ln, Killeen, TX 76549
Thursday, October 25 9:15 a.m. (*2 shows)
Thursday, October 25 1:30 p.m. Ridgetop Elementary 5005 Caswell Avenue, Austin, TX 78751


About H-E-B

H-E-B, with sales of $25 billion, operates 400 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrates its 113th anniversary this year. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience and lowest prices. Based in San Antonio, H-E-B employs over 110,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit


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