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Hero Logo

Eat Delicious Bread.

And Have it Be the

Best Thing for You.

Welcome back to the best foods on earth

Our Mission

The invention of agriculture, and the resulting cultivation of grain and development of flour-based foods, was the catalyst that enabled humanity to evolve from hunter-gatherer groups to the highly-advanced, globe-spanning civilization we are today.

For millennia, flour-based foods have been our most important staple as a species - and we have evolved to crave those foods the most - but in recent history they’ve become the worst for our health.

We exist to turn that tide of history - to make the same tasty foods we love most be some of the best foods for our health, and to return flour-based foods to their rightful place as the staple of our continued evolution and prosperity.

21000-9500 BCE

Agriculture is Invented

By around 9500 BC, the Neolithic founder crops were cultivated in the Levant, although The earliest evidence of small-scale cultivation of edible grasses is from around 21,000 BC with the Ohalo II people on the shores of the Sea of Galilee.

12500-8000 BCE

Bread is Invented

Some of the earliest bread was made in or around 8000 BC in Egypt, with the being used as was the first known grinding tool. Charred crumbs of a flatbread made by Natufian hunter-gatherers between 14,600 and 11,600 years ago have also been found in Jordan.

1500 BCE

Our Logo’s Origin - Demeter

Our Hero logo is a symbol of a sheaf of wheat representative of, and attributed to, Demeter - the Greek goddess of agriculture, grain, bread, the harvest, fertility, life, and death. She was one of the most powerful and important gods in Greek mythology because of the importance of grain and bread to the Greek empire.


Bread Becomes Industrialized

Bread-baking was industrialised at the start of the 20th century. Otto Frederick Rohwedder the first prototype bread-slicing machine in 1912, and a practical machine that both sliced and wrapped bread in 1928.


The Food Pyramid

In 1977, Mark Hegsted, a nutrition professor at Harvard, led a group of scientists which issued the very first set of US Dietary Guidelines urging Americans to increase their carbohydrate intake to 55 to 60 percent of their total daily calories. These first guidelines were replaced by even worse recommendations — the Food Guide Pyramid in 1992. At the base of the pyramid were carbohydrates, particularly refined carbohydrates like breads, pasta, rice, and cereals, of which we were told to eat 6 to 11 servings a day.


More Carbs = Health Epidemic

From the 1970s to the present day, the percentage of the American population suffering from obesity and/or diabetes has skyrocketed. Over 40% of Americans are currently diabetic and/or obese (vs <10% in the 1970s). There is a clear correlation between the shift in the American diet toward more refined carbs and these epidemics.


Hero is Born

In 2019, our Founder & CEO - Cole Glass - created Hero to provide humanity with the addictingly craveable, delicious, “carby” foods they love most, but without the net carbs, sugar, and much of the calories that have contributed greatly to the health epidemics we face.