Amit Sharon, a passionate individual with a multicultural upbringing split between Hong Kong and Israel, developed a profound love for hummus that led him on an extraordinary journey. Amid the challenging times of the Covid-19 pandemic, Amit found solace and purpose in perfecting his own hummus recipe, which he enthusiastically shared on social media platforms.
To his astonishment, the humble dips he posted on Instagram quickly captured the hearts and taste buds of numerous followers, propelling him to transform his passion into a thriving business venture: The House of Hummus. Now recognized as a high-flying entrepreneur, Amit shares his inspiring journey thus far.
While Amit’s occupation as a pilot remains significant, it is his identity as a hummus maker that he proudly introduces at dinner parties. As he puts it, “On the side, I fly planes.” Growing up in Hong Kong since the tender age of eleven months, Amit, born to Israeli parents in Tel Aviv, developed a strong bond with both cultures. He describes himself as a “confused Hong Kong third-culture kid,” feeling connected to multiple places while simultaneously feeling like he belongs nowhere. Nevertheless, his Israeli roots have deeply influenced his culinary endeavors.
During his upbringing, Amit’s visits to Israel every summer exposed him to the integral role of hummus in their dining culture. Additionally, his Jewish mother instilled in him a love for cooking, treating it as a daily ritual akin to getting dressed in the morning. With chickpeas being peeled and hands submerged in water, young Amit began his culinary education.
As he transitioned into adulthood, hummus became a staple on his own dinner table in Hong Kong. Its absence at gatherings would even ignite frustration among his guests. However, it was during the summer of 2020, amidst the travel restrictions imposed by Covid-19, that Amit’s passion for hummus truly blossomed. Creating tubs upon tubs of hummus became his creative outlet, and he began sharing images of his creations on Instagram.
Unexpectedly, strangers started reaching out to him, expressing their interest in his homemade hummus. Initially, Amit was taken aback and unsure about sharing his creations beyond friends and family. However, with the encouragement of his brother, he recognized the potential business opportunity before him.
Dedicating himself to the craft, Amit conducted extensive recipe testing, including a hummus blind tasting party to gauge preferences. He acknowledged the delicate balance between meeting customer expectations and staying true to his authentic product. While hummus made in Israel might not suit the local palate, Amit believed that the authenticity and honesty infused into the dish by the creator’s heart and soul would resonate with discerning customers.
To ensure the utmost quality, Amit prioritized freshly made hummus, free from preservatives and stabilizers commonly found on supermarket shelves. Drawing inspiration from family and Israeli friends, he meticulously sourced the finest ingredients, such as Turkish chickpeas and stone-ground sesame seeds from Humera, Ethiopia.
Perfecting the process proved to be no easy feat. Amit emphasized the significance of every step, from boiling the chickpeas to managing the ingredients with precision. His dedication paid off, as his creamy hummus gained immense popularity, with over 100 tubs sold weekly, despite minimal advertising efforts. At the time, he personally embarked on door-to-door deliveries alongside his brother, spending six hours navigating Hong Kong’s streets.
As travel restrictions eased, Amit’s flying responsibilities resumed, causing a temporary halt to his burgeoning hummus enterprise. However, he recently expanded his team by hiring a full-time employee to work from a licensed kitchen in Wong Chuk Hang, situated on the southern side of Hong Kong Island.
With the formal debut of The House of Hummus, Amit proudly presents three enticing flavors: classic, lemon garlic, and cumin paprika.
Each 220g (0.5lb) tub is priced at HK$69 (US$9). The classic flavor reminisces the nutty, chickpea-forward hummus of his childhood, while the lemon garlic variant emerges as the customer favorite. For those seeking a spicy kick, the cumin paprika hummus delivers.
The House of Hummus extends beyond hummus alone, offering a range of classic Middle Eastern dips and breads. Baba ganoush (HK$80 for a 220g tub) and tahini (HK$69 for a 220g tub) accompany their diverse menu, alongside pita bread (starting at HK$30) and challah (HK$55) – a delectable, braided bread traditionally enjoyed during Shabbat meals. Amit also presents babka (HK$120) in two delightful flavors: dark chocolate and chocolate with tahini.
Currently, The House of Hummus delivers its exceptional products every Friday morning through Pickupp, a reliable delivery service. Amit aspires to expand to twice-weekly deliveries and cater to hotels and businesses in the future. Additionally, he explores partnerships with food delivery platforms to cater to the city’s bustling lunch crowd.
Amit is deeply touched by the overwhelming support and heartwarming messages he has received throughout his journey. Despite the vulnerability inherent in creating a consumable product, he believes that the connection forged through food is profound. Amit now embraces his identity as “the hummus guy” with pride, as he wholeheartedly declares, “I’m like 80 percent hummus. I got some bones as well, but I’m mostly hummus.”
READ MORE: