Israel Turns to Virginia to Make Yummier Hummus
Did you know Richmond, Virginia is the new hummus hub?
Traditionally, hummus is thought to be associated with Israel, Lebanon, or other Middle Eastern countries, but the folks at the Strauss Group are depending on a new research and development center in Richmond, Virginia to develop the next big thing in hummus.
Devoted to the science, production, engineering, packaging and delivery of the incredibly popular chick-pea based spread, the “Center of Excellence” facility is operated by Sabra Dipping Company, the joint venture between Israel’s Strauss Group and PepsiCo.
Hummus has become so popular that Sabra has convinced local tobacco farmers to begin growing chickpeas, but the new research facility will focus more on the other ingredients in Sabra’s prepared salad instead of the dip they specialize in.
“Opening the research and development center, the first of its kind in the world, is an important milestone for the Strauss Group in its partnership with PepsiCo worldwide,” said Strauss CEO Gadi Lesin Tuesday.
“It enhances our transformation into a leading international player both in the salads segment and in dips.”
Strauss acquired Sabra in 2005, when the company only had $24 million in sales. PepsiCo got involved in 2008, when the company had reached $90 million. As of last year, Sabra post revenue at $315 million and has a 60% market share.
The Wall Street Journal was right in announcing that “Hummus Is Conquering America.”