Brian Rudolph started making chickpea pasta in his Detroit apartment because wheat made him feel sick. A decade later, Banza was in more than 25,000 stores, and today, it’s one of the most popular pasta brands in the country. Success was not automatic: The business barely got off the ground because the cooked pasta was turning to mush—and as Banza became known for its health benefits, a food-safety scare sent sales plunging by 30%.
In this episode, Brian explains why he was inspired to create a whole new category, how he turned chickpea skeptics into fans, and how the company rebuilt trust after a public relations disaster.
What you’ll learn
Timestamps:
08:15 - Brian uncovers the unexpected culprit behind his health issues: Wheat
09:52 - From Chewy bars and Chipotle to pasta made of… beans?
18:49 - Banza gets a big break on national TV
23:16 - The 192-store order that Banza wasn’t ready for, and why retreating to a smaller manufacturer helped them meet it
30:52 - Banza’s first production run turns to mush when cooked. The solution? “Steep it like tea”
38:44 - The origin of the distinctive orange box
43:53 - Pizza anyone? Banza expands into thousands of stores and launches new products
47:10 - The food safety scare that Brian never saw coming
58:23 - Even in the midst of a crisis, Brian says to “assume positive intent”
This episode was produced by Katherine Sypher, with music by Ramtin Arablouei.
Edited by Neva Grant, with research help from Kerry Thompson. Our audio engineer was Robert Rodriguez.
Follow How I Built This:
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
Youtube → guy_raz
X → @guyraz
Substack → guyraz.substack.com
Website → guyraz.com
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
We haven’t transcribed this episode yet. Request it and we’ll write up the full transcript and a summary, usually within the hour. The publisher’s notes are in the Show Notes tab.
Free accounts get 1 request a day, up to 5 a month.
We haven’t transcribed this episode yet. Request it and we’ll write up the full transcript and a summary, usually within the hour.
Free accounts get 1 request a day, up to 5 a month.