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  • April 2012 (Revised February 2013)
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H-E-B: Creating a Movement to Reduce Obesity in Texas

By: Jose B. Alvarez, Jason Riis and Walter J. Salmon
  • Format:Print
  • | Language:English
  • | Pages:35
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Abstract

In January 2012, H-E-B Grocery Co., a private retail chain with stores located in Texas and Mexico, was introducing its Healthy at H-E-B program to its customers. The program, which started with the company's employees a few years earlier, was an effort to educate and inform customers on how to lead a healthier lifestyle. What CEO Craig Boyan had in mind was creating a state-wide healthy living movement in Texas, where obesity was high relative to other states in the U.S. But how far to go with its employees and customers was a question that President and COO Craig Boyan and his team struggled with. On one hand Boyan believed that H-E-B, long recognized for its community involvement, had a role to play in Texans' health and well-being. On the other hand, he recognized that H-E-B was first and foremost a retailer that had to compete against the likes of Walmart. He needed to make sure that H-E-B was serving its customers what they wanted while also trying to influence their buying behavior toward healthier foods. Some would say that H-E-B had no role in changing the lifestyle and food choices of its employees or customers. But Boyan and his team thought differently.

Keywords

Corporate Social Responsibility and Impact; Profit; Leading Change; Customer Focus and Relationships; Food and Beverage Industry; Retail Industry; Texas

Citation

Alvarez, Jose B., Jason Riis, and Walter J. Salmon. "H-E-B: Creating a Movement to Reduce Obesity in Texas." Harvard Business School Case 512-034, April 2012. (Revised February 2013.)
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About The Author

Jose B. Alvarez

Marketing
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Related Work

    • April 2012 (Revised February 2013)
    • Faculty Research

    H-E-B: Creating a Movement to Reduce Obesity in Texas

    By: Jose B. Alvarez, Jason Riis and Walter J. Salmon
Related Work
  • H-E-B: Creating a Movement to Reduce Obesity in Texas By: Jose B. Alvarez, Jason Riis and Walter J. Salmon
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