Joe V’s Smart Shop offers a curated assortment of staples, including ready-to-go foods and relevant, high-quality fresh products H-E-B is known for at even lower prices. The brand focuses on offering the best prices for the freshest, quality products such as fresh produce, in-store cut meats, tortillas and breads made in store, and sushi made daily. Joe V's operating philosophy is, “Price-conscious shoppers should never have to choose between a low price and great quality; they deserve both.”