Best of Shark Tank

O Dang Hummus Update

SEASON 7 EPISODE 2

PITCH

line of hummus salad dressings

ENTREPRENEUR

Jesse Wolfe

ASKED FOR

$50,000 for 10%

GOT

$50,000 for 20%

SHARK

Lori Greiner and Robert Herjavec

STATUS

IN BUSINESS


Many people love hummus and have it either as part of a meal or as a delicious snack. Some view it as a health food and, as with other health foods they’ve tried, believe hummus to have a flavorless taste and refuse to try it. O’Dang Hummus seeks to crush those misconceptions by creating the best hummus people have ever tasted.

Founder’s Story

Jesse Wolfe loves hummus and thinks everybody else should too. He was mystified that hummus is liquefied as people can use it as a marinade, a dip, or even used in place of salad dressing on salads. His motivation behind creating O’Dang Hummus is that he wanted to create a hummus that would knock everyone’s socks off and open up a world of hummus versatility.

In 2011, Wolfe had his wisdom teeth pulled and had to eat food differently while his mouth healed. He eventually grew tired of milkshakes and his girlfriend suggested hummus. He started creating his own flavors and sharing them with people, finding which everybody absolutely loved. A professor at the University of Central Florida, where Wolfe studied business management and entrepreneurship, suggested he join a venture competition. Jesse entered his hummus and came in third place.

The combination of seeing how everyone loved his hummus, combined with his ability to third place in a venture competition, gave Jesse the confidence to sell his hummus at farmer’s markets nearby. He chose the Lake Eola Farmer’s Market in Orlando; only the waiting list was two years long.

Jesse didn’t wait long before he took his hummus straight to the woman in charge and had her try it. Instead of having to wait two years before being able to sell at the Lake Eola Farmer’s Market, the woman in charge let him start selling the week after she had one taste of Jesse’s hummus.

Shark Tank and Afterward

In 2015, Jesse appeared on Shark Tank to pitch his line of hummus salad dressings. He was asking for $50,000 in return for a 10% stake of the company. He received the money he asked for in return for a 20% stake by Lori Greiner and Robert Herjavec. At the time, he sold $70,000 worth of O’Dang Hummus, and his Facebook fans had crashed Publix’s website.

O’Dang Hummus is now sold in Walmart, some Krogers, Roundy’s, in all 1,200 Publix stores, as well as other grocery retailers. ZoomInfo lists the revenue for O’Dang Hummus at $210,000 for the Q2, Q3, and Q4 of 2020, down from $7.4 million from Q1 of 2020. and from a peak of $8.2 million for Q2 and Q3 of 2019.

As of June 2020, O’Dang Hummus changed its name to O’Dang Foods and introduced a brand refresh with new and reformulated products. Their reformulated dressings offer a smoother texture and a bolder taste profile. As with their other products, the plant-based dressings are non-GMO, egg-free, gluten-free, and contain no high-fructose corn syrup. Their new products include a line of egg-free mayo.

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