Houston City Controller Chris Hollins speaks at the Helping Heroes Staffing press conference, emphasizing the city’s commitment to inclusion and expanding job opportunities for individuals with disabilities. (Photo by ShaVonne Herndon)
With support from the city of Houston and Kroger, Helping Heroes Staffing will expand inclusive job opportunities for people with disabilities.
As diversity, equity, and inclusion (DEI) programs face growing criticism nationwide, Houston is taking a stand. Entrepreneur Roderick Batson, the city of Houston, and retail giant Kroger have joined forces to launch Helping Heroes Staffing—a new agency focused on creating meaningful employment opportunities for individuals with special needs and disabilities.
At the heart of the initiative is Batson, a former special education teacher whose work at Howdy Homemade Ice Cream, a shop where most employees have special needs, revealed a greater need.
“I have 37 individuals who worked at Howdy, and what I noticed is that we have 70 to 80 people on the waiting list,” Batson explained. “So I started thinking outside the box to see how we can employ individuals with special needs. They need a job, want a job, and are capable of doing an amazing job.”
The staffing agency will provide training and job placement in areas such as marketing, communications, and customer engagement, helping individuals gain critical skills while supporting brand partners. The City of Houston and Kroger have become founding partners in the program, working together to create sustainable job pathways in the region.
Houston Controller Chris Hollins tied the launch to core American values, noting that the project arrives just ahead of July 4.
“As we approach Independence Day, I’m reminded that life, liberty, and the pursuit of happiness are promises meant for all Americans—regardless of color, creed, or ability,” Hollins said. “This partnership reflects what Houston stands for: inclusion, compassion, and opportunity. It’s about giving every person a real chance to thrive. This isn’t just a feel-good story—it’s good business, and it strengthens our city’s economy, our values, and our future.”
Michael Marino, HR leader for Kroger’s Houston Division, said the company is proud to continue its long-standing support for inclusive hiring.
“These roles are about more than just jobs—they offer purpose, independence, and a true sense of belonging,” Marino said. “We’re proud to create opportunities that empower individuals with disabilities and help them build life skills that extend far beyond the workplace.”
Batson acknowledged the current political challenges facing DEI programs, but stressed the importance of pushing forward.
“Kroger has stayed true to their mission, and so have we at Helping Heroes,” he said. “This partnership proves that good people and companies are still doing the right thing. Together, we can drown out negativity by creating a positive impact.”
For Batson, this is more than business—it’s a personal calling and a movement toward lasting change.
“All anyone needs is a shot,” he said. “I’ve seen what individuals with special needs can do when they’re given a chance—at Howdy, they thrived. With Helping Heroes and Kroger, we’re not just starting something new—we’re setting a standard. I hope this model spreads across the country, but we’re starting here, at home, in Houston.”
