Subscribe to Entrepreneur for $5
Subscribe

How One Entrepreneur Pivoted To Get His Product Into 10,000 Stores

Jesse Wolfe created a delicious hummus that people loved, but he struggled to make big sales. Then he spotted the opportunity in his failure.

By
This story appears in the December 2019 issue of Entrepreneur. Subscribe »

Jesse Wolfe had a crazy idea: He wanted to build the Ben & Jerry's of hummus. He created a brand called O'Dang Hummus in 2014, whipped up some wacky flavors, and started selling at farmers' markets. Customers loved it. New employees eagerly joined to help O'Dang grow. Friends and family invested, sharing Wolfe's vision.

O'Dang Facebook

Then, three years later, he gathered all his employees and partners to make an announcement: They were no longer selling hummus. "We had the whole room up in arms, especially investors," Wolfe says. "They were like, "We invested in a hummus company! We bought the hummus dream! I don't understand!' "

4th of July Subscription Sale - Unlock this subscriber exclusive article and more for 20% off today.

Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.

Get 20% off an annual subscription today. Just use code SAVE20 at checkout.

Entrepreneur Editors' Picks