HOUSTON -- The first time I checked a Joe V's Smart Shop, I wasn't impressed. People had carts overflowing with TV dinners and other cheap junk food, and the produce department seemed neglected.
The discount banner launched in Houston in 2011 by San Antonio-based H.E. Butt Co. I blogged about it, with some kind of arrogant headline "Feeling Dumb at the Smart Shop."
My, how times have changed. I talked about the store with the school foodservice folks at Aldine ISD, which has its headquarters nearby. They were excited about the store opening in early May, as an opportunity for people in this food desert to have access to higher quality foods. They were even pondering the opportunity to do field trips there to teach kids how to shop for food.
I hadn't stopped by yet, though I was familiar with the banner, so I decided to do another store check. Hey, I'm a serial store checker. I can't resist.
This time, I found the store relatively busy in the mid-afternoon late in the month. The produce department was stacked high with a somewhat limited, but good looking assortment. You could tell this produce wasn't No. 1 quality specs, but people were all over it, and it was a great deal.
I had to dodge plenty of shoppers to make my way around the department.
Notable differences:
- They had only extra large watermelons, which aren't in high demand with most shoppers because we're all about smaller and personal size lately. These were a fantastic deal, though.
- Fresh-cut, too, was limited assortment, and this store had one of the first times I've ever seen bagged pineapple chunks.
- Bananas were a stage riper than I'm used to seeing. I wonder what their turns are like. The prices are crazy cheap -- 33 cents a pound, -- so they must be selling quite a few.
- There were only two or three apple varieties on display.
- But there was an organic section, albeit small.
So, I no longer feel dumb at the Smart Shop. I feel energized and hopeful that this type of banner is helping grant access for neighborhoods that need affordable healthful food choices.
Let's face it, this apple snob's not even going for red delicious at that price, but they looked and smelled amazing.
Fifteen limes for a dollar? Welcome to Texas.
The assortment was limited, but the quantities were not.
These were a hair riper than I'm used to seeing at the store, but the price probably means they're moving fast.
I don't think I've seen bagged pineapple before.
Last time, there was no one in the produce department. This time? It was hoppin'.