HEB: Growth Opportunities for Canadian Companies in Mexico
At the most recent edition of the Agri-Food Export Summit, participants had the chance to attend an inspiring panel led by two buyers from HEB Mexico: Estefania Infante Sandoval and Mirthala Maria Herrera Gonzalez. Their presentation shed light on the company’s dynamism and the evolving needs of Mexican consumers.
HEB Mexico: Steady Growth
With 88 stores mainly located in the northern part of the country, HEB Mexico has been experiencing sustained growth for several years. The company continues to expand by opening new outlets while also modernizing existing ones. Its model relies on two formats: HEB, focused on quality and customer experience, and Mi Tienda, aimed at more price-sensitive segments.
Beyond its physical network, HEB is also adapting to new consumption habits through its e-commerce channel, offering home delivery and in-store pickup services.
Private Labels at the Core of the Strategy
The central message from Estefania and Mirthala was clear: private labels are a key growth driver for HEB. The company develops an extensive range under its own brands, including HEB, Hill Country Fair, Mi Tienda, and Central Market. In Monterrey alone, the retailer holds nearly 40% market share.
To enrich their offering, the buyers are constantly seeking new international suppliers capable of delivering innovation, quality, and competitiveness. “We have a strong interest in Canadian products,” they stated, emphasizing that they had already met with several companies during their visit to the country.
What HEB Looks for in Suppliers
The representatives also outlined their selection criteria:
- Quality and certifications (SQF, BRC, HACCP, etc.);
- Capacity for innovation (ingredients, packaging, processes);
- Diverse assortment (different formats and flavors);
- Sustainability and ethics in the value chain;
- Competitive pricing to match Mexican purchasing power.
Current trends open promising opportunities for Canadian exporters, particularly in the segments of health products, organic, gluten-free, vegan, and protein-based snacks.es produits santé, biologiques, sans gluten, véganes et des collations protéinées.
A Gateway to Mexico
The panel ended on a positive note: HEB is eager to strengthen its ties with Canadian suppliers. For agri-food companies looking to grow internationally, Mexico represents a strategic gateway — supported by a strong, expanding retailer hungry for innovation.