Diamantaire ventures into food biz; soon to launch packaged hummus

U.S.-based Rakesh Barmech of Niru Group is known as a successful diamantaires but now the man is all set to make his mark in food industry.

India-born Barmecha moved to Israel at the age of 7 with his parents, who relocated their diamond and jewellery business. As he grew up in Israel, Barmecha became a hummus fanatic, says reports. After moving to the U.S. in 2003, he found that hummus which is actually a meal back in Israel, is consumed as a dip. 

Looking at the growing popularity of hummus, he and partner Alon Kruvi decided to re-create the Israeli experience for Americans. They researched how to make fresh-tasting hummus that was smooth, free of preservatives and shelf-stable. 

After the research of two years and $600,000 later, he had his product –Hummustir. It is likely to be sold in hundreds of markets around the country by early next year. The stir-it-yourself hummus comes in a cardboard bowl that contains three pouches: pressure-sealed pureed chickpeas, tahini and spices. By squeezing out the contents and mixing them with the included mini-spatula, the eater prepares fresh-tasting hummus that requires no cooking or equipment. Barmecha is also marketing Hummustir to food-service companies as an easy and tasty alternative to either homemade or refrigerated hummus. 

Citarella, the first retailer to carry Hummustir, has reportedly sold out its initial 1,000 units just weeks after stocking them in August and immediately placed a refill order. A bowl reportedly costs $4.99, and Barmecha is applying for a patent.

To meet demand for next year's orders, Barmecha and Kruvi have leased a warehouse in Garfield, N.J.  and the duo is planning to spend another several million dollars of their own building out the factory.

Meanwhile, Barmecha continues to focus on being president at Niru Group, where he leads sales, marketing and merchandising for the diamond business, whose revenue in Israel alone is $150 million. He has assigned a third partner with overseeing Hummustir's day-to-day operations.

- Crain's NewYork