Supermarket Logo Tattoo Becomes a Symbol of Pride: The Story of Rene Slataper

A Supermarket Logo Tattoo? The Story of How a Questionable Choice Became a Symbol of Pride.

Imagine moving away from your hometown and getting a tattoo of the Target or Walmart logo as a souvenir. Sounds like the result of a very bad bet, right? But for one American from Texas, a tattoo of the local supermarket chain H-E-B has become a true symbol of pride, and recent events have only reinforced his feelings.

Texas in His Heart (and on His Thigh)

Meet Rene Slataper. Two years ago, he made a life-changing decision: to leave sunny Austin, Texas, for the hustle and bustle of New York City. But before heading off to conquer the Big Apple, Rene did something many would consider crazy—he got a tattoo on his thigh dedicated to H-E-B, a popular Texas supermarket chain.

At first glance, it seems like something one would only regret. But not in this case.

Recently, a tragedy struck Texas: flash floods claimed the lives of over 100 people and left thousands homeless. While official services were mobilizing, H-E-B, that very same supermarket, did what it always does—it immediately sent convoys of trucks with humanitarian aid to the hardest-hit areas, delivering water, food, and essential goods. Locals have even nicknamed the company the “Texas FEMA.”

Watching this unfold from his distant home in New York, Rene couldn’t hold back. He posted a TikTok that instantly went viral. In the video, he answers an imaginary question: “Do you regret getting an H-E-B tattoo?” In response, Rene shows himself with tears in his eyes, watching footage of the aid convoys.

“It’s Not Just a Store, It’s a Symbol of Community”

In a conversation with journalists, Rene explained his actions:
“Before I left Texas, I wanted to get a tattoo to signify what made me proud to be from Texas, and it was the people and the community,” he said. “When I thought about the lessons of how to respond when a neighbor is in need, I thought about H-E-B. I thought about how they responded to COVID, the numerous weather storms, and how they treat their employees. H-E-B not only fed me, it showed me what it means to be a true Texan.”

According to him, the tattoo sometimes helps him find fellow Texans on the New York City subway. Former Texans who spot the familiar logo give him a silent nod or a thumbs-up.

“When I did the Coney Island Polar Bear Plunge on New Year’s Day, a couple on the beach were cheering me on and came up to me afterwards to tell me they were from New Braunfels. We had a good long chat about how much we miss H-E-B… and of course, their butter tortillas,” he shared.

The Internet’s Reaction: “It’s Not a Store Tattoo, It’s a Home Tattoo”

Rene’s TikTok garnered hundreds of thousands of views and tens of thousands of likes in just a few hours. In the comments, people shared their own stories and thanked the company for its responsiveness. As one user wrote: “Getting an H-E-B tattoo is not just about getting a grocery store tattooed on you. It represents community and helping your neighbor when they’ve fallen on hard times.”

This story is a vivid example of how we define the meaning of our own tattoos. To some, it’s just a logo; to others, it’s a symbol of home, kindness, and pride in one’s roots. And it seems that Rene Slataper will never regret his choice.