Chris is the founder of America's fastest growing hummus brand - Ithaca Hummus. In this episode we discuss:Why you must create content that leave people with a feeling of "they get me"Changing the perspective from "steal market share" to "let's grow this category"Why he didn't go onto Amazon for the first 7-years but has just launched with a huge bangThinking about how you can communicate with your packagingWhy educating customers why you are premium is much better than running discounts...