It’s not America’s Got Talent or The Voice, but for 12 years, H-E-B has been steadily churning out stars. Through its annual Quest for Texas Best competition, small companies have become literal household names, filling pantries across the state. Now, a new crop of products has the chance to audition.

H-E-B’s Quest for Texas Best will take applications for its 13th annual contest from now through April 22. Small business owners and entrepreneurs across the state can submit their unique and innovative products to win a combined $100,000 in cash prizes and the opportunity to feature their products on H-E-B shelves across Texas.

Since the competition started, H-E-B has discovered more than 1,000 unique products across the Lone Star State. These have included various food and non-food items, including cookies, coffees, beauty items, toys, home goods, and even roasted crickets. The contest has awarded nearly $3 million in prize money and provided valuable marketing, mentoring, and supplemental support to its winners.

Over the years, the Austin area has been well-represented among the champions. In 2025, Oca Foods and Tozi Super Foods won the top two prizes; in 2024, Birria Queen won the grand prize and Certified Country Lemonade won second place. Shoppers can browse available products by all past winners online.

To be considered for the contest, interested suppliers and manufacturers can submit videos online. After the Call for Entries period is complete, H-E-B's Business Development Managers will select the top applicants who will head to San Antonio in October to present their wares in person before a panel of judges.

The jury will determine the top four winning products and award $50,000 to the Grand Prize winner, the title of "Texas Best," and placement on H-E-B store shelves. The first-place winner will receive $25,000, the second-place winner will receive $15,000, and the third-place winner will receive $10,000.

“We look forward to connecting with Texas-based innovators each year and providing exciting opportunities through this competition,” said James Harris, H-E-B’s Sr. Director of Diversity & Inclusion and Supplier Diversity for H-E-B, in a release. “I can’t wait to see what products are brought to the table this year. After 12 years of the H-E-B Quest for Texas Best, the creativity and ingenuity of Texans still inspire me.”