For 10 Texas small businesses, a big idea could soon become a statewide success story.

H-E-B has announced the 10 finalists in its 13th annual Quest for Texas Best competition, continuing the company’s effort to discover, support and help grow small businesses across the Lone Star State.

This year’s finalists were selected from a record-breaking 978 entries representing more than 500 companies across Texas. The entrepreneurs represent the creativity, determination and hometown spirit found throughout the state, with products spanning a wide range of categories.

The finalists will compete for a combined $100,000 in cash prizes and the opportunity to have their products considered for placement on H-E-B shelves across Texas.

“Quest for Texas Best is more than a competition, it is a launchpad for Texas entrepreneurs,” said James Harris, Sr. Director of Diversity & Inclusion and Supplier Diversity for H-E-B. “Every year, we are inspired by the passion, creativity, and determination of small business owners across the state. H-E-B began as a small business, and we know firsthand how powerful the right opportunity can be. We are proud to help these entrepreneurs grow, and we cannot wait to introduce our customers to the next great Texas-made products.”

The finalists will pitch their products and share the stories behind their businesses before a panel of H-E-B-selected judges on Oct. 8 in San Antonio, the company’s hometown.

The top four products will receive cash prizes, with the Grand Prize winner receiving $50,000 and the title of “Texas Best,” along with placement on H-E-B shelves. Additional prizes include $25,000 for first place, $15,000 for second place and $10,000 for third place.

The Quest for Texas Best program has become an important opportunity for entrepreneurs looking to take their businesses to the next level. Since its launch more than a decade ago, the competition has uncovered more than 1,000 unique products from Texas businesses, including cookies, coffee, empanadas, pickles, pho, salsa and spices, as well as beauty products, toys, home goods, gardening supplies, coolers and household essentials.

H-E-B has awarded nearly $2.75 million in prize money through the program, in addition to providing marketing support, mentoring and access to growth opportunities designed to help small businesses scale.

For the entrepreneurs selected as this year's finalists, the competition represents more than a chance to win prize money. It provides an opportunity to put their products in front of millions of potential customers and potentially move from a small Texas business to a brand with statewide reach.

H-E-B, which began as a small business itself, has served Texans for more than 120 years. Today, the company operates 460 stores in Texas and Mexico, employs more than 175,000 Partners and serves millions of customers in more than 300 communities.

As the 2026 Quest for Texas Best competition moves toward its Oct. 8 finale, 10 Texas entrepreneurs are one step closer to seeing their homegrown ideas reach H-E-B shoppers across the state.