We study theories of extended Higgs sectors with large couplings to light quarks. We show that these theories arise naturally from simple UV completions with spontaneously broken flavor symmetries, which ensure strong suppression of FCNCs. In these theories, extra Higgses are copiously produced at the LHC, and if they mix with the 125 GeV Higgs they lead to dramatic enhancements of its Yukawa couplings. We show an interesting complementarity between flavor and dijet probes of such Higgs sectors, and measurements of the 125 GeV Higgs Yukawas that could be performed at the ILC. We also motivate the need to explore generic models of new physics coupled preferentially to light quarks, and the development of experimental techniques targeting this scenario, such as light quark taggers.