The deadline is approaching for Texas entrepreneurs hoping to turn a hometown product into the next big thing on H-E-B shelves.
The grocery chain says submissions for the 2026 H-E-B Quest for Texas Best contest will close Wednesday, April 22.
The annual competition gives qualified participants a chance to compete for a combined $100,000 in cash prizes — and for something many small brands may value just as much: the opportunity to have their product featured in H-E-B stores across Texas.
The contest has become a major platform for food and product entrepreneurs around the state. H-E-B says the program has discovered more than 1,000 unique Texas-made products over the past decade, ranging from cookies and coffee to empanadas, pickles, pho, salsa, spices, and more.
Over the years, the company says it has reviewed more than 7,000 product samples and awarded nearly $3 million in prize money, along with marketing help, mentoring, and other support.
This year’s judging panel will select four top winners. The grand prize winner will receive $50,000, the title of Texas Best, and placement on H-E-B shelves. First place will receive $25,000, second place $15,000, and third place $10,000.
H-E-B is also offering information sessions with sourcing leaders to help contestants prepare for the competition. Registration is required for those sessions.
Entrepreneurs can register their products at heb.com/quest.
