The Houston Livestock Show and Rodeo is proud to announce La Michoacana Meat Market as the new Title Sponsor of Go Tejano Day, expanding a partnership established during the 2026 Rodeo season extending through 2028.
The Houston-based company joined the Rodeo by sponsoring the inaugural Charro on the Road activation and the in-stadium Celebrate Responsibly campaign, as well as participating in the Downtown Parade ahead of the Rodeo season. Now, La Michoacana Meat Market will help lead one of the Rodeo’s signature celebrations, further strengthening a partnership rooted in community, culture and a shared commitment to Texas traditions.
Founded in Houston in 1986 by a Mexican family, La Michoacana Meat Market has grown from a single neighborhood market into one of the nation’s largest Hispanic supermarket chains, with approximately 140 stores across Texas. While the company has expanded significantly over nearly four decades, it remains committed to serving families through authentic products, quality meats and strong community partnerships.
“As Houston continues to grow and evolve, Go Tejano Day remains a meaningful celebration of the traditions and community that have helped shape our city and our annual event,” said Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo. “La Michoacana Meat Market has earned the trust of generations of families across our region, making them an ideal partner as we continue celebrating the heritage and values that define this special day.”
Go Tejano Day is one of the Houston Livestock Show and Rodeo’s signature celebrations, drawing hundreds of thousands of guests to honor the traditions, music and contributions of the Hispanic and Latino communities. The day features a dynamic lineup of cultural experiences across Reliant Park, including the Mariachi Invitational, Fiesta Charra exhibitions, folklórico performances, live entertainment and interactive activities that celebrate the enduring influence of Hispanic culture on Western heritage. As one of the Rodeo’s most anticipated special days, Go Tejano Day brings together families, volunteers and visitors from across the region for a unique celebration of culture, community and educational opportunities.
“For nearly 40 years, La Michoacana Meat Market has proudly served Houston families, and we are honored to expand our partnership with the Houston Livestock Show and Rodeo as the title sponsor of Go Tejano Day,” said La Michoacana Meat Market. “Go Tejano Day celebrates the traditions, culture and sense of community that have long been at the heart of our company. We are proud to support an event that brings people together while helping create educational opportunities for future generations across Texas.”
Through its expanded sponsorship, La Michoacana Meat Market will help elevate Go Tejano Day while supporting the Rodeo’s mission of promoting agriculture, preserving Western heritage and providing educational opportunities for Texas youth. Together, the organizations will celebrate the traditions that connect generations while continuing to make a meaningful impact across Texas.
About the Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by providing a family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage and delivers year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $660 million to the youth of Texas and education. The 2027 Rodeo is scheduled for March 2 – 21. The 2027 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 25 – 27. For more information, visit rodeohouston.com, download the RODEOHOUSTON mobile app, powered by AXS, and follow @RODEOHOUSTON online via Instagram, Facebook, X and YouTube for all the latest news.
About La Michoacana Meat Market
Founded in Houston in 1986, La Michoacana Meat Market is one of the largest Hispanic grocery retailers in the United States, with approximately 140 stores serving communities across Texas and neighboring states. The company offers fresh meats, quality products, authentic Hispanic groceries, and homemade meals while supporting education, health and community initiatives. Today we give thanks to our customers, all our family members, our employees, vendors and this great country, which has allowed us to be the largest chain of Hispanic supermarkets in the United States.