A Texas Grocer Thrives Down in Old Mexico

In Mexico, corn is king when it comes to tortillas. So what U.S. company would be loco enough to market white-flour tortillas to Mexicans--and price them at a premium?

The H. E. Butt Grocery Co., based in San Antonio, Texas, had no doubt that customers at its 20 stores in northern Mexico would gobble up the tortillas, because Hispanic customers at its 280 stores in Texas and Louisiana had already taken to their chewy texture and toasty flavor. That's just one example of the cross-border synergy that's helping H-E-B, as the chain is called, expand sales and profits in both countries.

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