By Robbie Owens


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NORTH TEXAS (CBSDFW.COM) – Talk about a homemade-tortilla-craving-letdown.

News that San Antonio-based HEB had purchased six existing grocery stores in North Texas had fans buzzing. But, the company won’t be turning them into HEB stores, as many had hoped.

“As soon as I came here, I was like, ‘man we were really missing out on this,’ ” says Chelsea Klepfer of Waxahachie. Klepfer became a fan after moving from Dallas to the Ellis County town, which, yes, already has an HEB. “It’s great. I love it. I like to eat fresh, and all of the raw and organic options here are just what I need.”

HEB company officials on Tuesday confirmed the purchase of six ‘Sun Fresh Market’ locations in what was described as a “package deal.” Some of the locations may become Central Market stores, also owned by HEB. Others may eventually be sold.

Alas, it was a tasty rumor, while it lasted. And for a few fun hours, rumors about HEB’s entrance into the Dallas market swirled on social media– prompting fans to share what they loved most about the brand which primarily operates in Austin, San Antonio and South Texas. Some shared memories of tortillas, the deli, or good prices for quality produce.

Company spokesperson Leslie Sweet called the North Texas enthusiasm for the brand “the ultimate honor…”. Sweet also clarified that the company would “love to be in Dallas… but, not right now.”

Instead, the company is focused on expanding its Central Market brand, already operating in the area. According to company officials, the possible expansion of the HEB branded stores into the area at some point would be a major undertaking and would happen only following considerable prior planning. Meanwhile, better luck next time, big city!

“They’re pretty jealous most of the time,” says Klepfer of her Dallas friends. “They have to drive very far away to get to Central Market or some of the other options and they certainly don’t get the same prices.”