Our Story

HERO was started by Brian Tubolino of Dining Consultants International, LLC and Craig Alexander of Headstash Roasting Co., two friends who combined a determination to roast top shelf coffee with a passion for chef prepared artisan food. While Brian and Craig were originally working on their own individual concepts, the idea of putting the two separate (but equal) ideas under the same roof soon became the clear choice. In a city with an ever growing number of new roasters and chefs, HERO stands out as the first Chicago concept to marry a coffee roastery with an artisan sandwich deli. With one partner dedicated to each side of the business, we can assure quality and attention to detail.  

We sell whole bean coffee and brewing products. Our lineup includes specialty blends of high quality beans and a rotating cast of in-season, single-origin selections from around the world. Our brewing supplies are simple to use and can take your coffee game to the next level. We roast fresh beans and ship to you the next day.


head-stash noun \hed-'stash\ : a prized possession especially : such that is not willingly shared with others : a personal stash


We are Hero Coffee Traders and sharing exceptional coffee is why we exist. Our society's relationship with this magic bean has ebbed and flowed throughout its tumultuous history, with the current trajectory abandoning the notions of commodity and instead focusing on those seemingly esoteric variables that set truly high-quality coffee apart from its barely remarkable brethren. Acknowledgement and respect for terroir, elevation and processing technique has enabled farmers to cultivate stunning heirloom and hybrid varietals that transcend countries-of-origin; highlighting individual farming families and collectives that consistently harvest the finest beans in the world.
Our beans are sourced through direct trade relationships and through brokers that understand our unyielding requirements for quality. Every offering is curated through extensive cupping and tasting to ensure only the best beans make it to your cup. We purposely restrict our lineup to guarantee the freshest roasts possible. These beans are our Headstash and we want to share with you, even if you're not willing to share with others.

Our roasting team works with a fluid-bed air roaster at our Roscoe Village Roastery.   These Fluid-bed air roasters are called so because of the fluid movement of the beans while hot air is being passed through them. The beans toss gently on a bed of increasingly heated air in the roasting chamber, allowing all of the beans to be heated to exactly the same temperature and ensuring consistent quality with every batch. Firing up 8 pounds at a time, we can fine tune the air flow and timing to achieve the optimal profile for every bean we roast.

Have a question about our coffee or brewing supplies? We would love to hear from you. Contact us by sending an email to Holler@Hero-Coffee.com