H-E-B is a grocery store chain in Texas and Mexico. It's one of the iconic businesses, along with Buc-ee's and Whataburger, that are associated with Texas.
Texans know what this image represents. H-E-B makes superb flour tortillas that my family buys weekly. If you time your purchase right, they're still warm. These tortillas are the basis for the quesadillas that are my standard supper.
Texas Monthly reports that, a few weeks ago, a viral TikTok video depicted a woman traveling through an airport with 200 H-E-B tortillas in her backpack. H-E-B took advantage of the publicity to produce a TSA-compliant bag wrapped to resemble its famous tortillas and distribute 5,000 fresh tortillas to travelers at the main airport of San Antonio.