H-E-B has introduced the Field & Future brand, featuring a line of eco-friendly personal care and cleaning products.  The range included dish detergents, toothpaste, baby essentials and personal care items.  Most products are categorized as “free-from”, with no animal testing and packed in recyclable material.

The Field & Future range now available at most H-E-B stores will be supplemented with bath tissue, paper towels produced from 100% recycled fiber and laundry, paper and plastic household requirements.

The Field & Future brand was created in cooperation with numerous vendors and also incorporating customer input.  In a company release, Bonny Akers, director of H-E-B brand products stated, “With these environmentally minded products along with our growing sustainability efforts we want to take whatever steps we can towards improving the well-being of our planet, our communities and ourselves.

The H-E-B initiative continues a trend towards private house-brands that offer higher shelf margins or that can be discounted against national brand equivalents. The adoption of these brands is most noticeable by deep-discounter ALDI and club store COSTCO and will progressively include food products.