In a market crowded with soggy paper straws and greenwashed alternatives, Anthony Barresi found inspiration in an unexpected place: his kitchen. A creative director by day and entrepreneur in the early mornings, Anthony co-founded Pasta Life, a brand producing durable, compostable straws made from pasta. What began as a home experiment evolved, within six years, into a seven-figure business used by hotels, restaurants, and consumers across the world.
Here’s how Anthony launched without waiting for perfection, built brand momentum through content, and scaled Pasta Life using systems grounded in human connection.
Creating a product without waiting for the perfect version
The idea for Pasta Life surfaced during a casual cocktail night with his co-founder. Frustrated by the experience of drinking through a soggy paper straw, Anthony’s mind jumped to an unconventional solution. “I was thinking about what kind of device is long with a hole through it—and my mind immediately went to pasta,” he recalls.
The next day, they rolled out fresh dough in his kitchen and produced their first proof of concept. “It wasn’t exact in terms of the recipe,” Anthony says, but having something tangible mattered more than getting it perfect. They brought it to local bars and restaurants and were surprised by how quickly interest followed.
At the time, they didn’t have pricing or logistics figured out. But getting a product in front of customers gave them direction and confirmed the potential in a category that was ripe for innovation.
Using content to expand awareness and deepen brand connection
Although Pasta Life initially grew through business-to-business (B2B) sales, a creative video series helped expand its reach. The “How Italian Are You?” videos paired casual interviews with subtle product placement, using humor and cultural familiarity to draw people in.
“The intention … wasn’t about converting people,” Anthony says. “It was about welcoming them into the brand in a creative way.” As the series gained traction, it helped boost direct-to-consumer (DTC) sales and brought in new audiences who discovered the brand through social channels rather than retail shelves.
Anthony describes the strategy as “repetitive by design,” with awareness videos feeding into retargeting and more conversion-focused campaigns. The result wasn’t instant sales, but long-term brand recognition and trust.
Building systems while staying personal
Despite its growing consumer presence, Pasta Life remains primarily a B2B business. Anthony relies on systems to keep outreach scalable, but believes personal connection closes deals. “The first two hours of every day, you need to spend critical time getting your name out there,” he says, referring to his daily focus on email outreach, content creation, and follow-ups.
Using software like Apollo, he segments potential buyers—hotels, restaurants, event venues—by need and role, then tailors outreach accordingly. “I’m able to send out thousands of emails on a daily basis,” he says, but once there’s interest, he prioritizes direct conversations. ”Once I’m able to make that first point of contact, I’m always on the phone building that rapport, building that trust and really speaking to the product,” he says.
That approach reflects the relationship-driven nature of hospitality. “People want to do work with people they like and enjoy being in the room with.”
Prioritizing brand over patents and price wars
Unlike many product startups, Pasta Life doesn’t rely on patents or proprietary hardware to protect its idea. Instead, Anthony focused on memorability. “We built a fortress around the product by brand strategy,” he says.
Rather than tracking competitors, he’s intentional about staying focused on Pasta Life’s identity. “If you continue to track your competitors, you start to become them.”
He’s also opted out of racing to the bottom on price. “The straw industry is cutthroat,” he says. Instead of undercutting competitors, he emphasizes speed, service, and reliability. My customers know that they’re getting more than a straw,” he says. “ They know I’m going to deliver the product in a timely matter when they need it the most.”
Anthony Barresi didn’t wait for a perfect plan to launch Pasta Life. From testing pasta straws in local bars to scaling with outbound systems and creative content, his focus has remained on action, consistency, and real relationships. Pasta Life’s growth didn’t come from a single viral moment or major retail win—it came from small, repeated efforts across product, content, and outreach.
For early founders navigating new ideas or overlooked categories, his story is a reminder that momentum often starts with version one—rolled out right at your kitchen table. Be sure to check out Anthony’s full interview on Shopify Masters for more on how he balances a full-time job, fatherhood, and scaling a brand from scratch.
