Best Made-In-Texas Products

H-E-B contest picks a winner: The best made-in-Texas product is.......

The 25 finalists at grocery giant H-E-B's quest to find the best made-in-Texas products for its Primo Picks contest gathered at the Houston Food Bank Wednesday afternoon to learn their fate. They'd spent the past two days giving presentations to a panel of judges that included H-E-B executives, media members and San Antonio chef Jason Dady.

At stake, the grand prize winner would take home a $25,000 cash prize, a spot on grocery store shelves statewide and the title of Texas Best Primo Pick.

"H-E-B has been very sweet. They'll grow with us," Watson said. "I want an even, steady pace."

The winner, Nanette Watson's Frio Farm, represents the best of what Texas has to offer. Frio Farm's all natural extracts are made by a family of sixth-generation Texans in the tiny town of Concan (pop. 175) on the banks of the iconic Frio river. Watson bounded to the stage to accept her prize, hugging sons Justin and Austin before the family posed for pictures with a trophy and a giant check.

"From a chef's perspective, it's all about flavor and taste," Dady told CultureMap. Calling Watson's products "mind-blowing," he added that the flavors like vanilla, bourbon and cane sugar and coconut are "kind of a revelation in a way."

Watson attributed her success to her cold infusion process, which takes a minimum of three months and uses high quality liquors like Jack Daniel's whiskey and Tito's Texas vodka. "We take our time," Watson said. "We go for flavor."

Watson affirmed that she's ready to be in stores across Texas. "H-E-B has been very sweet. They'll grow with us," she said. "I want an even, steady pace."

All natural, gluten-free, 70-calorie fruit bars by MaxFrut of Arlington took home the first runner-up prize and $20,000. A $15,000 second runner-up prize went to Habibi Gourmet's line of dips (cilantro, jalapeno, green olive) from Mission and the $10,000 third runner-up prize went to the sweet tea jam from Vela Farms in Victoria.

Even the finalists who didn't win one of the cash prizes had good things to say about the experience. "H-E-B is an incredible company," says Michael Briggs, whose Briggs True line of sauces and seasonings was one of six finalists from the Houston area.

Despite spending two days tasting every contestants' products, the judges and assembled finalists still found room to snack on a MaxFrut bar after the event ended. Eating when you should be full, or, in the case of Texas Monthly editor Pat Sharpe, on the way to try a newly opened Houston restaurant?

That's when you know something's good.

Nanette Watson, second from left, with sons Jordan and Austin, center, celebrate their grand prize win.

Photo by Michelle Watson CatchlightGroup

Nanette Watson, second from left, with sons Jordan and Austin, center, celebrate their grand prize win.

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Coming Attractions

Halal BBQ and family-friendly eatery slated for Sugar Land development

Levant BBQ

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Halal barbecue and and a family-friendly restaurant are coming to Sugar Land Town Square. Commercial real estate firm Rebees announced it has signed leases with the following two restaurants, along with a couple of retail tenants.

Levant BBQ will open its second Houston-area location in late 2026 or early 2027 in the former Ruggles Green at 15903 City Walk. Known for its halal meats, including lamb chops, leg of lamb, and lamb neck, Levant BBQ opened its first location in the Galleria area in 2024. A Dallas location followed this year.

“I did enjoy the flavor of the lamb along with the rub heavy on cardamom and Aleppo paprika with a hint of ginger,” Texas Monthly barbecue editor wrote in a 2025 review. “The chops get a kiss of post oak smoke and are mild in flavor, with much of the fat rendered out in the long cooking process. The lamb neck was bolder — just the right amount of gaminess — and the meat shred similar to pork shoulder. I especially liked it after a dip in the house barbecue sauce made sweet and tangy with pomegranate molasses.”

Joining Levant will be Majestic Kitchen. Located in the former Mahesh’s Kitchen space, it’s described in press materials as a “family-driven culinary concept” from Majestic Developers founders Santosh and Supraja Cividi. The couple signed a lease in May and will provide more information about when the restaurant will open in the coming weeks.

In addition to Levant BBQ and Majestic Kitchen, Escapology Escape Rooms is now open at 2248 Texas Dr. Nishat Mills, an online fashion retailer that specializes in contemporary South Asian-inspired apparel for men and women, will open its first brick-and-mortar location at 16160 City Walk.

Located next to First Colony Mall, Sugar Land Town Square is anchored by Sugar Land City Hall and the Houston Marriott Sugar Land. It’s home to a number of restaurants and bars, including Flying Saucer Draught Emporium, Japaneiro's Sushi Bar and Latin Grill, and B.B. Italia, an Italian-American restaurant from Berg Hospitality. Among the more recent openings is Insomnia Cookies, a cookie bakery that stays open until 3 am on the weekends.

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