SAN ANTONIO — ­H-E-B this month opened its 10th Joe V’s Smart Shop store in the Houston area.

The 55,000-square-foot store, located in the Houston suburb of Katy, Texas, is delivering the kind of high-quality, fresh products H-E-B is known for at even lower prices, with an assortment that’s curated for the community, according to H-E-B.

The company described Joe V’s Smart Shop as an innovative price format that delivers a unique assortment of community-focused products, adding that Joe V’s Smart Shop is committed to delivering the lowest prices in the marketplace with the highest-quality fresh products.

Launched in 2010, Joe V’s Smart Shop currently employs more than 1,650 partners across its 10 stores in the Houston area.

“We’re excited that our Joe V’s Smart Shop store is now open to serve customers in Katy with top-quality service and selection,” said Trini Cardenas, a 26-year partner and the store’s top store leader. “We look forward to bringing this proud H-E-B brand to more Texans in the future.”

In honor of the grand opening and in the company’s spirit of giving, Joe V’s Smart Shop introduced a contest on social media to enlist the community in nominating schools within the Cypress-Fairbanks and Katy independent school districts considered to be deserving of donations.

Contestants responded with donations totaling $30,000 earmarked for a half-dozen schools in the districts: Robinson Elementary, Brosnahan Elementary, Thornton Junior High, McRoberts Elementary, Rhoades Elementary and Cardiff Junior High.

Two of the schools, Cardiff Junior High and Brosnahan Elementary, were deemed contest winners, and each was awarded a gift of $10,000. Each of the other schools received $2,500.

In addition, a $5,000 gift was presented to Katy Christian Ministries, a nonprofit providing social services in Katy and West Houston.

H-E-B said that shoppers at the new store in Katy can expect to find many of the conveniences, departments and selections that shoppers across the Lone Star State have come to expect from its stores operating under the Central Market, Mi Tienda and Joe V’s Smart Shop banners.

These include:

• Produce departments with Texas-grown selections delivered daily and an assortment of fresh-cut, ready-to-serve fruits and vegetables.

• A variety of fresh in-store cut meat, chicken and seafood options, including $20 bundle boxes and Texas-size Club Packs.

• Bakeries featuring made-in-store tortillas, bolillos, pastries and breads.

• Sushiya offerings including handmade sushi rolls as well as an Asian grill with selections including rice bowls and teriyaki dishes.