Haltom City entrepreneur Victor Garcia and his wife Stacey celebrated a major milestone on Oct. 8 when Sol Dias Ice Cream was awarded the grand prize in H‑E‑B’s 13th annual Quest for Texas Best competition. The $50,000 award, along with guaranteed placement on H‑E‑B shelves for the company’s signature fruit paletas, marks a significant boost for the family‑owned business that began in 2020.
From a Mexican Tradition to a Texas Favorite
Sol Dias Ice Cream grew out of Victor’s childhood experience helping his parents sell traditional Mexican ice‑cream treats. The company’s name honors the town of Mexticacán, Jalisco – the birthplace of the paleta – and the brand prides itself on using real fruit, simple ingredients, and a labor‑intensive churning process that yields a creamy texture and generous fruit chunks.
H‑E‑B’s Quest for Texas Best Highlights Local Innovation
H‑E‑B selected Sol Dias from a record‑breaking 978 entries submitted by more than 500 Texas companies. The competition, now in its 13th year, showcases small‑business innovators and awards a total of $110,000 in cash prizes. Winners receive not only money but also marketing support, mentorship, and the coveted opportunity to reach H‑E‑B shoppers throughout the state.
“Texas entrepreneurs bring bold ideas and exceptional products to communities across our state,” said James Harris Sr., director of diversity & inclusion and supplier diversity for H‑E‑B. “Because H‑E‑B began as a small business, we understand the difference that meaningful support and access can make. Through Quest for Texas Best, we are honored to champion these innovators as they take the next step in building their businesses and reaching more customers.”
Local Impact and Future Growth
Sol Dias currently operates locations in Haltom City, Watauga and Irving, with a new site slated to open in north Fort Worth later this year. The H‑E‑B shelf placement is expected to expand the brand’s reach well beyond its existing markets, bringing authentic Mexican ice‑cream to a broader Texas audience.
Victor Garcia noted that while there are roughly 150 paleterías in the Dallas‑Fort Worth area, only about 30% make their own product. “We’ve tried many of them and feel like they’re sacrificing quality,” he said. “Our long‑term goal is to change the tide so truly authentic Mexican ice cream is available to all in the U.S.”
Why This Matters for North Texas
The win underscores the vitality of North Texas’s entrepreneurial ecosystem. H‑E‑B’s continued investment in local suppliers—evidenced by its recent plans for a new store in southwest Fort Worth—reinforces the chain’s role as a catalyst for regional economic growth. By spotlighting home‑grown brands like Sol Dias, the retailer helps preserve cultural traditions while creating jobs and expanding consumer choice.
Since its inception in 2014, the Quest for Texas Best program has evaluated more than 1,000 Texas‑made companies and awarded nearly $3 million in prize money, marketing assistance, and mentorship. The initiative reflects a broader trend of large retailers partnering with small businesses to strengthen local economies and celebrate Texas‑made products.
For residents of Haltom City, Fort Worth, and the surrounding communities, Sol Dias’s success story offers a tangible example of how family‑run enterprises can thrive with the right support and dedication to quality.
Original reporting: Fort Worth Report — read the source article.
