H-E-B Kicks ‘Start Fresh Fest’ Into High Gear

In a bid to help shoppers enhance their health with better food and lifestyle choices, H-E-B is kicking off 2014 with an integrated “Start Fresh Fest” in-store program that features sampling and discounts on healthy products, free health screenings, live cooking demonstrations and a health-focused newsletter.

Running through Jan. 14, the San Antonio-based retailer is also inviting customers to visit their local H-E-B for a chance to spin the prize wheel for instant giveaways. Team members of Gold's Gym will also be on hand to demonstrate exercises to incorporate into daily routines.

To support the in-store effort, the retailer’s culinary nutritionist, chef Charlotte Samuel, is hosting an online healthy meals video series on its website featuring recipes that can be prepared in 15 minutes or less.

As the year unfolds, H-E-B will take its Start Fresh Fest tour on the road with mobile visits to 48 locations, which will host mini festivals in the stores’ parking lots.

San Antonio-based H-E-B operates more than 350 stores in Texas and Mexico and has sales of more than $19.4 billion. The regional retailer employs more than 80,000 partners and serves millions of customers in more than 150 communities.