Every year on Veterans Day, H-E-B Partners across the state 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 Partners who have served, or are currently serving, in the U.S. Armed Forces and extends to our 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. Here at H-E-B, we call this year-round effort H-E-B Operation Appreciation – our companywide mission dedicated to supporting active duty service members, Veterans and their families. We consider it one of our greatest privileges to serve our active duty and retired military whenever they are in our 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 will recognize our military heroes with gift bags available in store as a small token of our appreciation for their service and sacrifice.

In addition, this Veterans Day, we achieve a special milestone with our H-E-B Homes Built for Heroes program as we celebrate the dedication of our 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. Our Café Ole by H-E-B Commemorative Collection is an innovative way for us 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 Partners at H-E-B, including the over 2,000 Veterans and service members, are honored to recognize the courage and sacrifices of those called to serve our country.