John Grossman, co-owner of Holyoke Hummus, reflects on the past decade saying “time moves quickly, time creeps.” It's a fitting reflection on how Holyoke Hummus, which started as a food truck, has weathered a lot of changes. From starting with a single truck to navigating the ups and downs of opening and closing a restaurant, to ultimately focusing on the food truck and developing the wholesale side of the business, the journey has been full of transitions.
The idea for Holyoke Hummus was born after visits to New York City, where John Grossman enjoyed the flavors of the falafel carts. “I remember thinking, how can we have this at home?” John recalls. Encouraged by family, friends, and neighbors, he and his wife, Dawn, decided to turn their vision into a reality, starting their now-iconic Holyoke Hummus Food Truck.
Dawn and John Grossman
While they always envisioned eventually moving into wholesale, they took the plunge into the food truck scene first, bringing their flavorful, fresh hummus to the community. It wasn’t long before they had a growing following. “The energy of the food truck, meeting people at events and catering weddings, bar mitzvahs, and more—it was just something special,” says John. But that goal of selling in stores was still in their minds. They initially applied for a wholesale license right before the COVID shutdown, which derailed their plans. Today, they’re celebrating a huge milestone: the one-year anniversary of their wholesale business this April.
For John, working alongside his wife, Dawn, has been essential to the success of Holyoke Hummus. Dawn played a huge role in shaping the direction of the business from the very start, especially in creating a strong brand identity through her marketing ideas. John laughs, “Having your business partner also be your life partner makes you think a lot about how to communicate and maintain that work-life balance. We joke about the importance of a good therapist, but honestly, it’s been an amazing journey together.” John credits Dawn's vision for the “strong personality” of Holyoke Hummus branding, something that resonates with both customers and the community. He also gives credit to “the banner queen” Amy Johnquest who designed their logo which is featured on their truck and packaged products.
Above all Holyoke Hummus is about quality and freshness. John and Dawn prioritize sourcing ingredients that are not only kosher but locally sourced when possible. One key ingredient that sets their hummus apart is their tahini, made by Sesame King, a Massachusetts-based producer. John was adamant about the quality of the tahini, and after his distributor stopped carrying it for a while, he worked tirelessly to bring it back. “There’s just no substitute for it,” John says. “It’s a flavor profile that can’t be replicated.”
The Grossmans have always stuck with their signature “hummus-flavored hummus,” made out of necessity when they were operating the food truck. Limited by space, they decided to focus on one high-quality flavor that emphasized the integrity of its ingredients. John explains that they wanted to create a product that stood out for its simplicity, but with ingredients that were truly special. It’s about quality, not quantity.
They use only Southern New England Spice Co. products. John remarked on the noticeable difference in the depth of flavor their spices provide compared to store-bought options. The hummus is also made with 100% frozen lemon juice concentrate, which not only enhances the flavor but reduces shipping costs by reducing the overall weight of the product in-transit.
Their food truck continues to be a staple of Holyoke Hummus, and transition to wholesale has opened up new opportunities. The wholesale business helps support the food truck, especially during the colder months when outdoor events slow down. John shares that selling locally and keeping that direct connection with customers has always been a joy. The wholesale side allows them to build those same kinds of relationships, just on a bigger scale.
Holyoke Hummus’ transition to wholesale was made possible with the support of Food Connects, their first distributor, who helped them connect with their first store. John fondly recalls how they helped them get into their first store, Brattleboro Food Co-op, in April 2024. “David Paysnick at Food Connects was so helpful through the process,” John says, expressing his gratitude for the conversations that helped them secure their place on BFC store shelves. John also credits Brenden, the food buyer at Brattleboro Food Co-op, who knew them personally from his work as a DJ at local events where the Holyoke Hummus truck would pop up.
With the 10-year anniversary of Holyoke Hummus, John and Dawn look back at their journey with pride. From time spent in trainings and certification programs to constantly learning and evolving, it’s been an exciting ride for the couple. “It’s been so much fun to see how the community has embraced what we do. I’m just lucky to be a part of this incredible local food movement,” says John. He believes New Englanders truly care about where their food comes from, and it’s been rewarding to see that reflected in their growing customer base.
As warmer weather nears, so does food truck season! The Holyoke Hummus truck will be out and about at local colleges and events, continuing to build connections with the community.
Join us in celebrating both John and Dawn with ten years of business and a successful first year in wholesale under their belts. You can shop their products now on the Food Hub and enjoy the flavors that have made Holyoke Hummus a local favorite!