After 10 years of serving the community from their food truck, The Great Garbanzo, John Grossman and Dawn Cordeiro have fully transitioned their business, Holyoke Hummus, to a wholesale model. The couple have been selling their famous Hummus Flavored Hummus in markets since 2024 when they first secured their wholesalers license. Now, in the new year, they’ve announced that they will be focusing on their wholesale business and selling their food truck.
When they first launched The Great Garbanzo in 2014, their hummus was an instant hit with the community. Customers started asking where they could get the hummus when it wasn’t food truck season. Grossman and Cordeiro realized this was an element of the business they should prioritize. After success with their food truck, they added a Holyoke storefront, Holyoke Hummus Café, which they ran from 2014 until the pandemic forced restaurants to close their dining rooms in 2020.
Through all of the iterations their business has taken, their hummus has been a staple product they’ve sold at farmers markets, in catering platters, and from their truck. Grossman describes the transition to being a fully wholesale business as “a long time coming.”
It allows Grossman and Cordeiro to create a business model that is more sustainable for them in the long term. They no longer have to rely on income generated from events, which can be inconsistent. The cancellation of last year’s Asparagus Festival, for example, was a big hit to the season’s income. Owning and operating a food truck also requires owners to not only be restaurateurs but part-time mechanics, as well. Truck maintenance is a stressor Grossman says he’s relieved to step away from.
Now you can find Holyoke Hummus’s Hummus Flavored Hummus in markets and supermarkets across Massachusetts and in Vermont, New Hampshire, and New York. Look for them in the Pioneer Valley at locations such as Long River Produce Market in South Deerfield, Hampton Ponds Market in Westfield, River Valley Coops in Northampton and Easthampton, Better Life Whole Foods in Springfield, and many more. A full list of locations stocking Holyoke Hummus can be found on their website. Grossman says, “We spent a lot of time sculpting a graceful transition from food truck to wholesale.” They worked closely with their distributors, like Marty’s Local, and their co-packing facility to ensure their hummus is still the same delicious and high-quality product their customers expect.
They’re working with their distributors to add their products to even more locations throughout the region and beyond. While they’re always going to keep their hummus “hummus flavored,” they will be adding a line of pita chips to their offerings. Those will come in a variety of flavors including their classic “Salt and Sumac,” which was a food truck staple, and a new “Oregano Garlic” option. Grossman says more flavors are in development, but they’re keeping them under wraps for now.
As Holyoke Hummus was winding down their last year of operating the truck in 2025, Grossman and Cordeiro prepared their longtime followers for the changes ahead. Grossman said at the time, “It was sweet how people were sharing how much they enjoyed it and how much they’re going to miss it.” Luckily, we’re not saying goodbye to Holyoke Hummus, we just have to add it to our grocery lists.
holyokehummuscompany.com
John Grossman and Dawn Cordeiro are transitioning Holyoke Hummus to a wholesale business. PHOTO: COURTESY OF HOLYOKE HUMMUS
