H-E-B Operation Appreciation donation campaign supports military Veterans and servicemembers in Texas

The annual efforts supports military-based nonprofits in Texas, including Homes Built for Heroes, a program that provides mortgage-free homes to severely wounded Veterans


H-E-B customers across the state have the opportunity to offer a salute to active duty, service members, military Veterans and their families by supporting H-E-B’s Operation Appreciation donation campaign. Launched in 2013, H-E-B Operation Appreciation has provided more than $10 million in support to dozens of military-based nonprofits in Texas as well as efforts that provide mortgage-free homes to severely wounded Veterans. Through Monday, Dec. 7, H-E-B customers can ask their cashiers to add $1, $3 and $5 to their grocery bill or donations can be made online when placing Curbside and Home Delivery orders.

Funds from the donation campaign, which has raised more than $3 million since its inception, go toward supporting H-E-B’s Homes Built for Heroes program, which works with nonprofits such as Operation Finally Home, Homes for Our Troops, and the Gary Sinise Foundation to gift severely wounded Veterans mortgage-free homes. Since 2013, H-E-B and the H-E-B Tournament of Champions have gifted 35 homes as part of the program. Additionally, the statewide donation campaign also raises funds for military-focused nonprofits, including the Military Child Education Coalition, Tragedy Assistance Program for Survivors, the Gratitude Initiative, and other military-focused nonprofits.



“Operation Appreciation is involved with so many inspirational organizations throughout the state, and the H-E-B brand is synonymous with giving back to the community,” said Dan Wallrath, President and founder of Operation Finally Home. “Thanks to their involvement, the needs of our veterans have been highlighted as we continue to serve those who have served our country.”

H-E-B Operation Appreciation is as a year-round program that supports, honors, and provides employment opportunities to military service members, Veterans, and their families. Through the H-E-B Operation Appreciation program, H-E-B, which has been named a top workplace for military Veterans, has hired more than 20,000 Veterans and military spouses since 2014. Additionally, H-E-B holds several events throughout the year to celebrate military spouses, support youth education initiatives, and honor holidays such as Independence Day, Veterans Day, and Memorial Day. And to offer a taste of home, H-E-B sends hundreds of care packages to deployed service members across the world.

“For nearly a decade, H-E-B Operation Appreciation has recognized the courage and sacrifices of those called to serve our country,” said Winell Herron, H-E-B Group Vice President of Public Affairs, Diversity, and Environmental Affairs. “We are thankful for their commitment to defend our nation’s freedom and are honored to call many of them Partners and celebrate them throughout the year.”


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