Hustle, Humor, and H-E-B: Austin Moore’s Fresh Take on Produce

In this high-energy episode recorded live at Viva Fresh 2025, we sit down with Austin Moore of H-E-B to talk early grind, retail strategy, and what it takes to grow within a Texas grocery giant. From his days hustling produce at 15 under legendary “notorious peddlers” to leading with intention at one of the nation’s top retailers, Austin brings a fresh, grounded take on the business.

 

We dig into:

• Getting his start with cash-in-hand pirates of West Texas produce

• The evolution from street smarts to corporate leadership

• How H-E-B balances scale with community focus

• The difference between managing vs. developing people

• Why patience and people-first mentality still win

• His unexpected entry into retail—and what’s kept him hooked

 

Plus, some wild stories from the early days, a few laughs, and a sharp look at where the industry’s headed.

 

🎧 Sponsored by:

EXP Group, LLC, Athos, Texas International Produce Association (TIPA), SunFed, IFCO, Monterey Mushrooms, AnaVale Produce Corp, AgroGonzáMex, Agrival by First Produce, and Art Mx.

 

Big thanks to each of these incredible partners for making this Viva Fresh 2025 series possible.