Value innovations are game changers that create significantly higher standards that establish the new benchmarks for competition to aspire to. They create a step change improvement in the value equation:

Value = Benefits minus Dissatisfiers

To maximize value versus alternatives requires at least one of the following:

1. offering a superior product at a comparable price

2. providing a comparable product at a lower price

3. reducing dissatisfiers at comparable benefits and price

But when you can have superior performance, reduced dissatisfiers and lower cost, all at the same time, that's real value innovation . innovation that creates a step change in value creation. True market disruptors often attack the value equation with a deep understanding of customer needs.

Take solvent degreasers as an example. Most customers rank the criteria for their solvent degreasers they use in the following order: 1) Safety, 2)Performance, 3) Price, and 4)impact on the environment.

Let's start with safety: Reading the average Material Safety Data Sheet on one of these products is enough to send shivers up the spines of workers exposed to them and the bosses and companies who take on the risk of that exposure. Performance is merely a tradeoff in safety and price. So it should come as no surprise that when looking at products of comparable safety and performance, price becomes the obvious discriminator. Lastly (and unfortunately), the environmental impact as a discriminator in product choice is overshadowed by the three other factors. We all want to do right by the environment, but the pragmatics of business often dictates that safety, performance and price must rule the day. We are stuck in the paradigm of today's level of value innovation.

Hero Products represent a true step change in value innovation. Our solvent degreaser is 1) safer (non-toxic and safe to store), provides superior performance, represents a lower total cost, and is better for the environment (safe to dispose, no ozone depleting fumes, sustainable). Our innovation is made possible because we have changed the game in how solvent degreasers are made. We take post-consumer used cooking grease and employ proprietary processes to transform this raw material into Hero products. We call this unique system "upcycling." Upcycling is a grave-to-cradle process, taking a post-consumer discards and turning it into something of higher value.

Our proprietary upcycling processes allow Hero's solvent degreaser to be safer, better performing and better for the environment at competitive pricing. We have fundamentally changed the value equation and created a market disruptor in value innovation. This same value innovation is at the heart of all of our Hero products. We invite you to discover how Hero products are creating a new benchmark in value by creating higher standards in safety, performance, cost and environmental stewardship.

Steve