If you’re trying to bust into a crowded category, you absolutely cannot be just another of many. What makes your hummus different from the 10 brands already on the shelf? Why should a natural retailer give your product a shot when established companies are selling just fine? If you don’t have these answers, you don’t have a chance. Alek Ramoska, vice president of sales at Hope Foods, dishes up his top tips for new entrepreneurs aiming to enter a competitive space.