Joe V’s opens in South Dallas on June 12 – NBC 5 Dallas-Fort Worth

In South Dallas, the stage is being set for the grand opening of Joe V on West Wheatland Road.

Red signage, shiny grocery carts and orange crowd control cones surround the new grocery store, which is scheduled to open at 7 a.m. Wednesday.

Althea Wiltz lives in the area and was able to get a glimpse of fresh produce and an assortment of products aimed at combating the food desert she has lived in for years.

“I was just checking things out,” Wiltz said. “Love it!”

Wiltz said she usually has to drive further from home to find fresh and affordable produce.

“The prices (here) are amazing,” Wiltz said. “I look at these watermelons and think I can’t stand six. But I will try”.

She watched eagerly as HEB executives, along with city and county leaders, celebrated the official arrival of Joe V with a ribbon-cutting ceremony.

“The community needs something; now he can shop and eat after leaving church, work and home,” said Tennell Atkins, Dallas Mayor Pro Tem.

Joe V’s is under the umbrella of HEB. Although it is a smaller store, it offers customers the same quality products as HEB.

“We spend years researching neighborhoods and customers,” Roxanne Orsak said.

Orsak is H-E-B’s chief operating officer and president of Joe V’s.

“Joe V and I sat in clients’ homes. We had dinner with them. We went to community events. Then we do lots of focus groups and customers tell us what they want in a great grocery store… We take all that information along with our customers’ insights, put it together and that’s how we create the store.”

Orsak said the goal is freshness and affordability.

Although Wiltz and other customers will have to wait until Wednesday, starting at 7 a.m., to fill their carts, she said she was satisfied with what she saw.

“How long will it take? I want to take advantage of it,” Wiltz said. “It’s always great that we have a community that cares about others. It’s a privilege.”