The Pennock Knockdown EP 30 | From Home Kitchen to Hummus Goodness: Hannah Awada's Flavorful Journey
Watch or Listen to Episode 30 of The Pennock Knockdown.
On Apple, Spotify and YouTube.
From Home Kitchen to Hummus Empire: Hannah Awada's Unwavering Commitment to Authenticity
In the bustling world of CPG, where quality can often be sacrificed for scale, some founders stand firm on their vision. Today, we're diving into the inspiring journey of Hannah Awada, the visionary Founder and CEO behind Hummus Goodness, who recently joined us on the Pennock Knockdown podcast. Her story is a testament to identifying a genuine market need, upholding uncompromising standards, and navigating growth with patience and integrity.
The Accidental Hummus Maker
Hannah's path to becoming a hummus entrepreneur wasn't planned. A teacher by training, her family's moves, including a stint in Michigan—the Middle Eastern capital of America—exposed her to a world where great hummus was ubiquitous. When friends challenged her to try store-bought hummus, the revelation was startling: "There was no olive oil. There was no lemon juice. There was no garlic. It just tasted like processed paste."
This moment of discovery was the unexpected birth of Hummus Goodness. Hannah realized that despite a seemingly saturated hummus market, there was a glaring "white space": no one was making hummus the truly authentic Lebanese way, with fresh, high-quality ingredients.
Uncompromising Quality: "Hummus Made By Humans"
From day one, Hannah and her team made a critical decision: they would not compromise on the core ingredients – olive oil, fresh lemon juice, and garlic. This commitment has been a defining principle, even when faced with pressure to cut corners for profitability.
Hannah recounted a powerful story of pitching to a major retailer who loved her product but balked at the price point. Her response was unwavering: she could meet their price, but it would mean resorting to citric acid, soybean oil, and likely laying off half her team to automate production. "That goes against who we are as a brand. Like we're hummus made by humans. We're hummus made fresh." This bold stance earned the retailer's respect, and they encouraged her to keep working on the numbers, hinting at future opportunities. This story perfectly encapsulates Hummus Goodness's ethos: finding partners who truly value what they're doing.
Strategic Growth: From Backyard to Broader Horizons
Hummus Goodness's distribution strategy is rooted in wise advice: "Grow in your backyard first and then grow out from there." Currently focused on the Midwest (Ohio, Michigan, Indiana, Minnesota, Wisconsin, Illinois), they're strategically expanding westward into the Rockies.
Securing partnerships with major banners like Meijer Super Centers and Natural Grocers has been a game-changer, driving customer demand. Hannah notes that consumers are actively searching for "better for you" products, finding Hummus Goodness through searches like "hummus no citric acid" or "hummus no seed oils."
Marketing Beyond E-commerce: Unique Approaches
Given that hummus is a temperamental product (it doesn't like to be warm!), Hummus Goodness doesn't operate an e-commerce store. This means their marketing tactics are keenly focused on driving in-store purchases:
Instacart Ads: Leveraging this platform to reach customers already shopping for groceries online.
Social Media Ads: Targeted campaigns, especially for new retailer launches or giveaways.
In-Store Demos & Tastings: Directly introducing consumers to the superior taste of their product.
Coupons & Giveaways: Encouraging trial and building a loyal customer base.
Word-of-Mouth: This remains a powerful driver, as satisfied customers, excited by a truly clean hummus option, eagerly share their discovery.
While they've explored micro-influencer marketing, the challenge of tracking ROI without e-commerce means they prioritize tactics that more directly drive retail sales.
The Power of Patience: A Founder's Core Lesson
When asked for advice she'd give her younger self, Hannah's answer was immediate: "Be patient." She candidly shared her own struggles with impatience and the reality of growing a brand in a competitive grocery space where prime shelf placement takes time.
Her ultimate lesson in patience comes from her father, who, despite battling multiple sclerosis and significant physical limitations, went to work every day and built two large companies. "If my dad could do it with no hands and no legs, I can do it with two hands and two legs. I just have to be patient." This profound personal philosophy is what fuels Hannah's resilience, enabling her to turn obstacles into opportunities, even when a trade show backdrop doesn't arrive on time.
The Future is Flavorful
With six years under their belt, Hummus Goodness is focused on deepening its roots in current regions, increasing velocity, and expanding distribution. While the name implies hummus, Hannah playfully notes that "hummus technically means chickpea," hinting at potential future chickpea-related expansions beyond new flavors and sizes. They're also actively exploring the food service sector, seeing it as a valuable avenue for growth.
Hannah Awada's journey with Hummus Goodness is a compelling reminder that success in the CPG world isn't just about clever marketing; it's about a relentless pursuit of quality, strategic growth, and the profound power of patience rooted in personal conviction.
Want to experience the difference? Find Hummus Goodness in the Midwest at London Byterly, Meijer, Fresh Thyme, Woodmans, Tynan's, Jungle Jims, and Dorothy Lane. In the West, you can find them at Natural Grocers.
Follow their flavorful journey on Instagram: @hummusgoodness!