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Transcript

How Ithaca Hummus Hit $50M Without VC or PE — and the Strategy Behind Growing Slow, Then Fast

Consumer VC #342: Chris Kirby, Founder of Ithaca Hummus

Also available on Spotify, Apple Podcasts and YouTube


Hey friends,

Our guest today is Chris Kirby, Founder of Ithaca Hummus. Ithaca Hummus is known for its super fresh, clean-label approach. One of my favorite parts of this conversation was hearing how Chris grew the brand—staying in a handful of retailers for years before turning on the gas and scaling nationally. We also get into how he achieved a negative cash conversion cycle (which is wild), and his thoughtful approach to choosing strategic partners.


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Time stamps:

  • 03:24 - From Fine Dining to Culinary Burnout

  • 06:36 - Discovering a Gap in Ithaca’s Food Scene

  • 10:46 - Launching Ithaca Hummus from a Camp Kitchen

  • 13:54 - The Addictive Energy of Farmer’s Markets

  • 19:15 - No Brokers: Selling to Co-ops Door-to-Door

  • 24:33 - Sampling, Promotions & Retailer Education

  • 28:10 - $1M to $3.5M: Strategic Investment from Co-Man

  • 33:50 - Saying No to VCs: Building Without External Pressure

  • 37:17 - What Strategic Actually Means in CPG

  • 41:50 - Branding, Packaging & the Power of “Owning Taste”

  • 45:33 - Creating Viral Flavors (e.g. French Onion Hummus)

  • 47:59 - Graza x Ithaca: Strategic Co-Branded Launch

  • 50:00 - Long-Term Vision: Legacy, Not Liquidity

  • 53:50 - Lightning Round: Books, Beliefs & Brands