The problem it is addressing is food waste. 

They solve this problem by turning what would be vegetable food waste into hummus. 

I couldn't find much but it seems that they blend it with chickpeas and some oil and boom! Vegetable hummus. 

The target market seems to be hummus nerds and people who want to help save the planet. 

I don't see much relevance to Woodstock as we can't grow chicpeas here.