Herman Jacobs originally retired in 1981 after selling two successful family businesses, Hain Pure Food Co. and Hollywood Foods. In 1994, Herman and his son Brian bought a tiny Mexican frozen entrée company named Tumaro's in Santa Monica, California. Together, they reformulated the product line to be healthier, tinkering with the tortillas they used in the process.

Soon after, they concentrated all their efforts solely on tortillas, infusing them with natural flavors and whole grains. They created the supermarket industry's first flavored tortillas and to this day, remain the largest seller of flavored tortillas on the market. In addition to adding flavors, they also set out to make them the healthiest too. From the very start, they have been cholesterol free, made with 87-89% organic ingredients and multiple whole grain flours.

Herman and Brian's hunger for innovation has re-energized and re-defined the tortilla industry. Today, Tumaro's has won more industry awards than any other tortilla company and remains the only flour tortilla brand to proudly feature the American Heart Association Seal of Approval. In 2005, innovation continued with the first soy-fortified whole grain tortillas. With over 30 different varieties of tortillas currently available to both consumers and food service professionals, Tumaro's is a business that is anything but flat.