Jason Driskill is Vice President – Seafood for Texas-based retailer H-E-B with responsibilities over procurement, sales, merchandising, marketing, and sustainability for fresh/frozen seafood and sushi across all Texas stores. H-E-B is a regional retailer established in 1905 with a total store count that spans over 435 locations in Texas and Monterrey, Mexico. In 2024, H-E-B ranked 5th nationally in sales for U.S. private companies with over $43 billion. In his time at H-E-B, Jason has focused on strengthening the company’s seafood sourcing programs and industry partnerships through collaborating with outside groups like Fishwise, Environmental Defense Fund, and Global Seafood Alliance to ensure that sourcing decisions consider the environmental and social track records of wild and aquaculture fisheries. He has also worked to bring stories of the seafood industry to Texas customers from various parts of the U.S., such as Alaska’s Bering Sea and coastal communities, the Pacific Northwest, and local waters of the Gulf of Mexico.
Jason’s 29 years in the seafood industry include an extensive distribution, processing, and retail background. Before joining H-E-B in 2009, he oversaw the Texas operations for Pacific Seafood, bringing his experience with fresh/frozen seafood production, purchasing, and warehousing to the organization. His travels in the seafood industry have taken him to numerous fisheries and seafood facilities across North America, as well as Central/South America, China, Japan, and Southeast Asia. Jason is passionate about educating people on the ease of cooking seafood and the many benefits that it provides, all to create a more informed, confident, and healthy consumer. He has served on the Board of Directors for Seafood Nutrition Partnership (SNP) since 2021 and will serve 2 years as Chairman of the Board starting in 2025. Jason is on the Board of Directors and Executive Committee for the National Fisheries Institute (NFI) and serves on the Alaska Seafood Marketing Institute Consumer Advisory Panel.