Recorded live at SWIPE Expo 2026 in Tucson, we sit down with Colin Ager of HEB, fresh off the tariffs and duties education panel.

In this conversation, Colin shares a retailer’s perspective on:

• Navigating tariff uncertainty and shifting trade policy

• Managing tense supplier conversations during volatile markets

• Structuring tomato programs amid duties and supply constraints

• Balancing cost, quality, and long-term partnerships

• Serving a growing Texas footprint while maintaining affordability

From weather disruptions to long-term capital planning, Colin offers insight into what it takes to lead a category inside one of the country’s most respected regional retailers.

SWIPE continues to provide a forum for meaningful, regional conversations — and this discussion highlights how trade policy and supply chain dynamics flow directly to the retail shelf.