HEB is the mega grocery chain, operating in much of Texas. It’s a sort of “mini-globalism” for them to sell globally. A lot of the local, in store brands they have are the kinds of things people visiting home would stock up on when they went back north or abroad, so there’s probably a good market for shipping. Also, I’ve always heard that they’re so big that they can control distribution and pricing of things regionally, like soda, so maybe they can get prices low enough. Also: they’re private, so no annoying shareholders to please, I guess.