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hero project

The Hero Project

November 11, 2021

iHemp Hour

Table of Contents
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Honoring Veterans with Action: Inside the Hero Project USA

On Veterans Day, a lot of people say “Thank you for your service.”
The Hero Project USA is trying to answer the next question:

“Okay… but what are we actually doing to help veterans live better lives?”

That’s the heart of this veteran-focused 501(c)(3) that’s bringing together the hemp and cannabis community to directly support those who served—especially those living with PTSD, chronic pain, housing insecurity, and other invisible wounds of war.

This article digs into how the Hero Project started, why cannabis and hemp are such important tools for veterans, and how one ambitious effort—a 1,000-turkey Thanksgiving giveaway in Flint—is just the beginning of a much bigger vision.

Why the Hero Project Exists

The stated goal of any nonprofit sounds nice on paper: “help people,” “serve the community,” etc.

Hero Project’s leadership pushes that one step further:

If we exist, we should be able to quantify why.
How many people got real help?
What actually changed in their lives?

Hero Project USA was founded to create a bridge between:

  • Veterans in need (especially those dealing with PTSD, chronic pain, housing and employment issues), and

  • The hemp and cannabis industry, which already knows the plant can help—but needed a structured way to give back.

Rather than just writing random checks, the idea is to:

  1. Raise money through donated portions of product sales (like CBD and hemp products) and direct contributions.

  2. Send the funds to an independent fiscal partner (the Cannabis Social Equity Fund) that holds and administers the money.

  3. Offer grants to vetted veteran service organizations, who are already doing the on-the-ground work—housing, counseling, peer support, job training, etc.

Nobody on the Hero Project board is paid; it’s a volunteer effort built to grow into something much bigger over time.

Meet the Faces Behind the Mission

Anton Harb Jr. – The Veteran Voice

Anton Harb Jr. is a disabled Iraqi war veteran and the public face of Hero Project USA.

He served as a field artillery officer in northern Iraq in 2005. Like many veterans, he came home changed. PTSD, anxiety, insomnia, and physical issues followed him back into civilian life. When he turned to the VA, he was handed what too many vets know all too well: a bag of pills.

At one point, Anton was on 22 different medications:

  • Opiates

  • Benzodiazepines

  • Antipsychotics

  • Sleep aids

The drugs numbed him but did not heal him. They also stripped away his quality of life.

Cannabis and hemp changed that trajectory.

Through carefully dialed-in cannabis and CBD use, Anton has been able to drastically reduce his pharmaceutical load and regain stability. For him, THC and CBD aren’t about “getting high”—they’re about relief, sleep, appetite, and peace of mind.

Now, Anton is using his story and his voice to:

  • Push for veteran equity and access in cannabis policy.

  • Advocate for caregiver protections and medical cannabis rights.

  • Highlight the ways veterans are still left out—like being excluded from many social equity programs, or being penalized in housing and loans for working in cannabis.

And through Hero Project, he’s helping turn the broader cannabis and hemp community’s goodwill into real, measurable support.

Rob Robar – The Hemp Partner with a Bigger Vision

Rob Robar is the founder of The Helping Friendly Salve Company, a CBD and smokable hemp brand with products in hundreds of stores across the country.

Rob isn’t a veteran—but he is a chronic pain patient who’s walked his own tough road. After two back surgeries left him with nerve issues and chronic pain, he was heavily medicated like so many others. Switching to cannabis and CBD allowed him to:

  • Ditch the opiates and pharmaceuticals

  • Regain mobility, lose weight, and reclaim his life

Because of that, he has a deep empathy for veterans who are trying to escape the same pharmaceutical treadmill.

Rob’s company developed Hero Gummies—full-spectrum CBD gummies formulated for relaxation and sleep—and wrapped them in special Hero Project packaging. A portion of every sale is donated directly to Hero Project USA.

Anton tested them and summed it up simply:

“I slept like a baby.”

For Rob, this isn’t just marketing. It’s about:

  • Normalizing cannabis and hemp as legitimate wellness tools

  • Making CBD affordable and accessible for veterans

  • And funneling real dollars into a mission he believes in

He also offers permanent discounts to veterans through his company’s assistance program, because for a lot of vets, cost is a barrier to relief.

Beyond “Thank You for Your Service”: Real Veteran Challenges

From the outside, it’s easy to see “veteran” as a single category. Inside the community, the reality is a lot more complicated.

Hero Project is trying to shine a light on some of the less-talked-about issues, including:

  • PTSD and mental health
    Many veterans are dealing with trauma that literally rewires the brain. Nightmares, hyper-vigilance, anxiety, panic, and depression can dominate daily life.

  • Chronic pain and physical injuries
    Combat and training take a brutal toll on bodies—backs, knees, shoulders, and more. Long-term opioid prescriptions often follow.

  • Stigma and discharges related to cannabis
    Some veterans were given other-than-honorable discharges for simple cannabis possession or use, which can strip away benefits and follow them for life.

  • Access to capital and opportunity
    Veterans can be denied VA loans or small business loans if they work in cannabis. That means even if they want to own or work in a grow, dispensary, or hemp business, the federal system often blocks them.

  • Being left out of social equity
    While some groups are included in social equity programs (rightfully so), veterans are frequently not explicitly recognized—even though disability and service-connected trauma define them as a unique and vulnerable demographic.

Hero Project is working to change that narrative by:

  • Giving veterans a seat at the policy table

  • Educating the industry on veteran needs

  • And building programs where veteran employment, veteran-focused products, and veteran-serving organizations are all connected.

A Thousand Turkeys and a Thousand Small Miracles

One project that captures the spirit of Hero Project is the Thanksgiving Turkey Giveaway in Flint, Michigan.

Here’s how it came together:

  • Lighten Up / Light’N Up, a locally veteran-owned provisioning center in Flint, reached out with an idea:
    “We were going to give away 100 turkeys. Now we want to make it 1,000—and we want to partner with the Hero Project to do it.”

  • Flint is one of the most economically challenged cities in the country. At a time when food prices are climbing and shortages are real, a turkey isn’t just a nice gesture—it’s several days of meals for an entire family.

  • Cannabis brands and industry partners stepped up:

    • Donating cash

    • Donating turkeys

    • Donating product and time

  • The turkeys were purchased through local grocers so the money stayed in the Flint community.

On November 20, from morning to evening, volunteers, board members, industry leaders, and community organizations came together to hand out turkeys—no complicated hoops, no complicated forms.

If you were 18 or older and needed help putting a Thanksgiving meal on the table, you were welcome.

It wasn’t just about free food. It was about:

  • Veterans giving back to the community they served in uniform and now at home

  • The cannabis and hemp community showing that it’s not just about profit; it’s about people

  • And creating a visible, tangible example of what Hero Project wants to do more of: turn industry success into community impact

Long-Term Vision: Jobs, Healing, and Systemic Change

The Hero Project isn’t content to stay at the “holiday charity” level. The long-term vision is much more ambitious.

1. Funding Veteran Service Organizations

As donations grow, Hero Project wants to build a sizable pool of funds that can be granted out to vetted veteran-serving nonprofits.

Think:

  • PTSD and mental health programs

  • Peer-support and group therapy

  • Housing and transition support

  • Job training and placement

  • Alternative therapies, including cannabis and CBD where legal

Rather than reinventing the wheel, Hero Project wants to reinforce the wheels that are already turning.

2. Jobs and Careers in Hemp & Cannabis

Hero Project is also working with veteran-owned and veteran-friendly cannabis businesses—like ValorCraft and others—to:

  • Encourage hiring and training veterans in grows, processing, retail, logistics, and more

  • Help veterans find stable, meaningful work where being around the plant can be therapeutic in itself

  • Shift the narrative from “veteran charity” to “veteran opportunity”

A stable job can:

  • Get a veteran off the couch or off the streets

  • Provide structure and purpose

  • Make housing, food, and healthcare more attainable

Pair that with mental health support and responsible cannabis access, and you’re changing lives at multiple levels.

3. Policy and Perception

Through Anton’s advocacy and the work of partners like Michigan NORML, MICIA, and other groups, Hero Project is also trying to:

  • Educate policymakers on the unique issues veterans face in cannabis and hemp

  • Push for fair regulations that don’t punish veterans for choosing plant medicine

  • Raise awareness of issues like:

    • Discharges over cannabis

    • Loss of benefits or loan access

    • The need for veteran inclusion in social equity frameworks

The goal is a future where:

  • Veterans are not forced to choose between health and benefits, or between plant medicine and financial stability.

  • Hemp and cannabis are recognized as legitimate tools in a broader wellness toolbox.

How You Can Get Involved

If you’re reading this as part of the hemp or cannabis community—farmer, processor, brand, retailer, or consumer—there are a bunch of ways to plug in:

  • Brands & Businesses

    • Create a Hero-branded product and donate a portion of sales.

    • Offer veteran discounts or dedicated veteran lines.

    • Hire veterans and highlight their stories.

  • Farmers & Processors

    • Connect with companies like The Helping Friendly Salve Co. to supply quality hemp and cannabinoids.

    • Explore ways your products can be part of veteran-focused formulations.

  • Consumers & Supporters

    • Look for Hero Project-supporting products when you shop.

    • Share information about Hero Project with veteran-run groups in your area.

    • Volunteer at events like holiday giveaways or community days.

  • Veteran Organizations

    • Reach out to explore future grant opportunities and partnerships.

    • Collaborate on educational events, support groups, or special projects.

Final Thought

The Hero Project USA is still young, but it’s built on something solid:

  • Real veteran stories.

  • Real products that help people sleep, calm down, and heal.

  • Real community action—like a thousand turkeys rolling out to families in Flint.

It’s about moving past “Thank you for your service” into something deeper:

“We see you. We hear you.
And we’re building systems—and an industry—that actually has your back.”