NY Times: How Banza, a Chickpea Pasta Start-Up, Thrives on Attention

Brothers Brian and Scott Rudolph have used various forms of exposure to kick off their chickpea-based pasta brand, Banza . From getting kicked around on the CNBC reality show “Restaurant Startup” to gambling the talk show hosts would praise their product on live television, the Rudolph brothers have had to figure out what kind of exposure is the best exposure, and when to back off.

Brian Rudolph created the product at 23 years old, trying to find gluten-free pasta alternatives while cooking in his apartment in Detroit. Mentors and colleagues encouraged him to consider making his at-home cooking project a business. “I couldn’t find a single person who didn’t want a healthier pasta,” Brian told the New York Times .

After a series of television appearances, as well as a documentary appearance, the brothers gained enough momentum to raise funding and collect investments. Banza can now be found in 3,3000 stores across the U.S.