IRVING, Texas — Texas grocer H-E-B officially opened its third Joe V’s Smart Shop in North Texas Friday.

The new, 58,000-square-foot store opened Friday at 2407 W. Airport Freeway in Irving is the 14th Joe V's Smart Shop location in the state. Joe V’s Smart Shop, which typically offers prices about 10% to 20% cheaper than traditional H-E-B stores, launched in 2010.

In North Texas, H-E-B previously opened a Joe V's Smart Shop in southern Dallas in the 4100 block of W. Wheatland Road last year. followed by a second Joe V's Smart Shop at 7700 Samuell Boulevard that opened earlier this year.

“As we open our 14th Joe V’s Smart Shop, we’re excited to serve more Texans and expand our presence in North Texas,” said Roxanne Orsak, H-E-B Chief Operating Officer in a statement . “We are commi

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