For Eric Glandian, the future of his business came down to a single phone call from H-E-B.
His company, Zen Monkey, which makes ready-to-eat oatmeal with Greek yogurt and fruit, was named a top 25 finalist in the 2016 H-E-B Quest for Texas Best competition. While the innovative breakfast meal turned heads at the annual event, it wasn’t named a winner. Still, the Zen Monkey crew made such an impression that soon after they were in talks to have their products sold at H-E-B.
Right off the bat, Zen Monkey was on the shelves at 100 stores, but sales were slow. Issues with packaging and branding caused sales to lag and that’s when the call came.
“It was the call I’d been dreading. I was crossing my fingers but shaking my head,” said Glandian, the company’s co-founder and CEO. “But by the time I hung up the phone I realized H-E-B was willing to help us when we needed help the most. I choked up because they were truly practicing grace.”
The jubilant business owner teared up knowing H-E-B would stand by his product, helping with marketing as the company updated its packaging and messaging. After several in-store promotions and revised packaging, Glandian said sales quadrupled within three months.
Like Zen Monkey, coming up short at the Quest for Texas Best doesn’t mean the dream is over. For them and many others, it’s simply part of the journey.
Since 2014, more than 2,700 products have been submitted to the H-E-B Quest for Texas Best competition, an annual event that showcases some of the most creative and tastiest products made in the Lone Star State. Each year, 25 finalists present to a panel of judges, vying for cash prizes and the opportunity to have their goods sold in stores. Although only a handful of winners are announced each year, more than 430 products have made it to H-E-B shelves. While they might not make it into every location, this year, H-E-B intends to have products from each of the 2018 Quest finalists available in stores.
This year’s finals, which took place last week, produced winners from the Central Texas and Houston areas with Austin’s Mmmpanadas taking home the Grand Prize (see more about the 2018 winners here). On the line was $70,000 in cash prizes, a brand-new Toyota Tundra and space on shelves. In its fifth year, more than 700 submissions were received this time around and among the finalists, more than half were Go Texan certified.
“It takes a lot of investment to make these stories successful,” said Rovey Gutierrez, H-E-B Sourcing Manager. “But it’s amazing seeing a product go from being made at home to our store shelves. We help them but it’s their perseverance and desire that makes it work.”
Getting products sold in stores takes much more than having a tasty and unique concoction. From marketing campaigns to business connections, H-E-B does a lot behind the scenes to help small businesses flourish. Among its efforts, putting on events like Quest for Texas Best allow companies to network with other small businesses to learn best practices and chat with industry experts to get an idea of how to be successful in a highly-competitive retail environment.
When Ken Salinas decided to enter his Salsa Works salsas into the first Quest for Texas Best competition, his only goal was to get into one H-E-B store. While he didn’t make it to the final round, the Texas A&M graduate took the opportunity to make connections and cultivate relationships, learning what it would take to grow his business.
Not giving up on his fresh salsas, which are based on family recipes, he eventually got his wish and was offered space in one Houston-area store. Sales were so good that six months later he moved into six more stores. Then, another 36 stores. And last summer, his lineup of salsas, which are handmade in small commercial kitchen in Katy, is now available statewide at more than 170 stores and can be found in the refrigerated section along with the dips.
“It’s an honor to see your product in H-E-B,” said Salinas, a co-owner who added that making salsa started as a hobby. “We were bummed we didn’t make the finals, but we didn’t give up. We learned a lot and shook a lot of hands. Then, it was time to roll up our sleeves and work hard. It’s been exciting to grow with H-E-B.”
Since its involvement in the competition, Zen Monkey also saw quick growth.
Today, the San Antonio-based company, which started selling its overnight oats at Los Angeles farmers’ markets in 2010, has eight flavors in more than 150 H-E-B stores and has seen volume jump more than 20 times since before participating in the Quest for Texas Best.
“The knowledge we gained and the relationships we made as a part of Quest were incredibly valuable,” said Glandian, who previously worked in corporate finance in London before starting Zen Monkey. “With H-E-B, it’s a very personal relationship that feels more like a partnership. We wouldn’t be where we’re at today if it wasn’t for their help.”
