In time for Earth Day, grocery chain H-E-B is introducing a new retail initiative that will help support its commitment to take care of Texans for generations to come.

Last year, the company revealed products from Field & Future by H-E-B, a new environmentally minded line of household, personal care, and baby products designed to be clean and green. Now, the retailer is using its new brand to benefit longtime partner Texas Parks and Wildlife Foundation (TPWF) by supporting their efforts to help conserve and protect Texas.

“Texas Parks and Wildlife Foundation is excited about our new partnership with H-E-B. This Texas company will donate a portion of all sales proceeds from its Field & Future line of sustainable products to support our efforts to conserve the state’s wildlife, habitat and natural resources,” TPWF Chairman Mike Greene says.

The retailer and the wildlife foundation are longtime partners, and this new initiative will aid coastal conservation efforts, as well as Black Bear restoration in West Texas and the establishment of the state’s newest park, Palo Pinto Mountains, which opens in North Texas next year.

San Antonio-based H-E-B is the parent company of Dallas-based Central Market. Where H-E-B stores already exist in Fort Worth suburbs of Burleson and Willow Park, the company is finally checking into Dallas, with new stores being built in Frisco, Plano, and McKinney.

“H-E-B is an iconic Texas company, and this new partnership with the Texas Parks and Wildlife Foundation, our official non-profit partner, is incredibly exciting,” said TPWF Executive Director Carter Smith in an April 5 release. “It’s fitting that the Field & Future line of products will benefit conservation projects across Texas, and we’re deeply grateful for this new partnership.”

There are nearly 100 Field & Future by H-E-B items on shelves across Texas already. Products range from dish soap to bath tissue; baby diapers; and trash bags, which are made from 65 percent post-consumer recycled plastic from H-E-B facilities.

The line features the How2Recycle label, which is found on more than 1,700 other H-E-B branded items. The grocery chain joined the How2Recycle program last year, placing clear and easy-to-read labels on products so customers can know if and how to recycle product packaging.

“We know H-E-B and our customers have a shared commitment in protecting the land, water, and air of Texas for generations to come,” said Winell Herron, H-E-B Group Vice President of Public Affairs, Diversity and Environmental Affairs in the release.

Since 2012, H-E-B has contributed more than $20 million to over 500 environmental organizations in land and water conservation, habitat and coastal preservation, and community cleanups. This includes giving more than $2 million in grants to organizations such as Keep Texas Beautiful, Texas Conservation Fund, and the Nature Conservancy in Texas.