LIFT UP LOCAL 040
Written by Pamela Patton
📷 courtesy of Amber Rose Photography
Spreading the Love of Hummus
Hannah Awada and Lara Lozser are the hummus goddesses and the dip-driven forces behind Hummus Goodness (which is often mistakenly called Hummus Goddess).
Hummus is a creamy dip or spread made from cooked, mashed chickpeas blended with tahini (a paste made from sesame seeds), lemon juice, garlic, and olive oil. High in protein, fiber, and healthy fats, it's naturally gluten-free and vegan. Typically served as a dip with pita bread or vegetables, hummus is also used as a spread in sandwiches or as a side dish with items like falafel. Its versatility allows it to be used in both traditional meals and modern fusion dishes.
In 2019, Hannah started Hummus Goodness with a simple mission of crafting authentic Lebanese-style hummus with fun and unique flavors. "I grew up in a traditional Lebanese household where hummus was found at almost every meal. The hummus found in retail stores today are nothing like the hummus I grew up with which inspired me to start Hummus Goodness,” said Hannah. Luckily, five years ago, stores like Capital City Market put their faith in Hummus Goodness, and now their products are available at all Meijer supercenters.
Hannah started Hummus Goodness with the idea of selling directly to consumers but quickly found the idea unsustainable. "The idea was we're going to sell to people directly, but we quickly realized that this was not sustainable. So, we changed our strategy and began to pitch to local retailers. One of the first retailers I pitched to was Meijer Woodward Corner Market, where [the Store Director at the time], Natalie Rubinho, told me that she was a fan of hummus but our packaging needed work and our labels needed to be professionally printed. She told me to work on all these things, then come back to see her.”
During this time Hannah took all of Natalie’s recommendations and had the opportunity to pitch to the Meijer Capital City Market. "This was during the height of COVID, so there was no face-to-face meeting. Mitch [the store director at the time] immediately loved our story and products. Since we had taken Natalie’s advice and made the adjustments to our packaging, he gave Hummus Goodness their first Meijer yes!”
Hannah started distributing Hummus Goodness in the Capital City Market, and Woodward Corner Market, Bridge Street Market, and Rivertown Market stores quickly followed.
Then Hummus Goodness got its big break.
In March 2022, a major competitor voluntarily recalled their products which led to a prolonged, widely reported shortage of hummus at retailers like Meijer.
Hannah asked Natalie if Hummus Goodness can help fill the shortage at Meijer- hopefully picking up a few stores. Instead, the local format managers including Natalie had already recommended Hummus Goodness to be considered. “Of course I jumped at the chance! I expected to get a handful of stores but the buyer had bigger plans for us and launched us in 150 Meijer supercenters!” Overnight Hummus Goodness went from being a cute boutique hummus to being a brand that can also succeed in large conventional retailers.
Hannah was confident that filling the orders for 150 stores would not be a problem. "We thought, 'We got this!' And at the same time, we launched our bulk program at Detroit Metro Airport Sky Lounges. All in all, we were processing about 700 8-oz. containers (approximately 350 pounds) a week, which we thought was huge! Then, the first purchase order from Meijer arrived: it was for 7,000 containers (3,500 pounds!) with delivery within 14 days. Ten times our capacity."
Hannah went to the facility at 5 am every day to start the kettles. For the next 12 hours, she, Lara and their team would process and package the hummus. "It took us 12 days to process that order. And when the Meijer truck picked up the order, we thought 'Hallelujah, we're done!' I got in my car to go home, looked at my phone, and there was another 14-day purchase order, this time for 13,000 cups. And I cried."
“I’ve always said there is no ‘I’ in hummus. Hummus Goodness is definitely a team dream. But thanks to Meijer, Hummus Goodness has ‘spread’ throughout the Midwest.””
Determined to succeed, the team kicked their production process into high gear and completed the order. "After that, I told the buyer we could only produce four pallets of product per purchase order. Meijer had no issue with that, and they were willing to work with us."
But equally important was the realization that the current plant simply couldn't accommodate retailers as large as Meijer. "We decided to contract with a manufacturing facility that processes all our hummus flavors. They have a dedicated line with a dedicated production team, and I taste every run to make sure it's up to my standards."
But in the back of Hannah's mind was the possibility that once the recall was over, Meijer would put that brand back. "I was so worried that Meijer would tell us, 'Thanks, Hummus Goodness, for helping us. We'll let you know if we need your service in the future.’ We truly thought we were filling the gap for the moment. But there was a category review (a formal, strategic process in which retail buyers evaluate the performance of every product within a particular section or "category" of the store—such as beverages, bakery, snacks, or produce), and we made it past the category review. The buyer said, 'We're happy, you guys are doing great!' And then they not only kept us, but they expanded our brand! Meijer helped us transition from a small boutique brand to one that can be sold in conventional grocery stores. They taught us how to ship, how to do deliveries, and the business technology behind the scenes. When we're in discussion with other retailers, the Meijer stamp of approval works in our favor, and they immediately realize Hummus Goodness is a brand that knows how to play in the big leagues.”
In May 2025, Hummus Goodness was awarded to all 273 supercenter stores, offering three flavors: Classic, Roasted Garlic, and Red Pepper. In October, Hummus Goodness released a new flavor, Dill Pickle, in collaboration with Detroit-based McClure's Pickles.
"We are so excited about the McClure's partnership, which Meijer is supporting. They do more than say that they support local brands. Meijer identifies emerging local brands, arm them with resources and work with them to succeed every step of the way. They are actually the first major retailer to offer Dill Pickle Hummus."
Hannah maintains that the relationship between Hummus Goodness and Meijer is like a marriage. "We're working on it every day. We want to increase our brand awareness in Meijer stores. There's always something in the works, including new packaging, new label colors, and a new tag line, and of course, new flavors."
She adds, "I've always said there is no 'I' in hummus. Hummus Goodness is definitely a team dream. But thanks to Meijer, Hummus Goodness has 'spread' throughout the Midwest."