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This product is so big that tobacco farmers in Virginia are converting some of their land to accommodate.
The chickpea is making a run at being one of America’s favorite and hottest selling food items.
From hummus to salads, you name it, chickpeas are just about everywhere.
Overall numbers were up 11% in 2012 reaching $530 million, that means since 2010 sales are up 25%.
Some of the nation’s biggest food companies are jumping on the bandwagon as well.
PepsiCo bought a major interest in the top hummus maker Sabra and Kraft purchased Athenos.
The Pacific Northwest grows most of the nation’s chickpeas but with the new interest other parts of the nation are beginning to grow them as well.
One problem with the newfound popularity is familiarity.
One food executive noted "most of the consumers out there still don't know what hummus is, we think that there are going to be lots of new users coming to the category."
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