H-E-B, a grocery company based in San Antonio, Texas, USA, operates 41 stores in Mexico. It competes mainly with Soriana, Walmart de México y Centroamérica, S-Mart, Chedraui and Casa Ley. In 1997, it opened the first store in Monterrey. By the end of 1999, the company was operating six stores in Mexico—five in Monterrey and one in Saltillo, one of the stores operated under the name EconoMax, and was similar to the H-E-B Pantry stores H-E-B caters to local by offering mostly Mexican-made products. The company reports it will open 5 new stores in Mexico in 2010.