Paige Hansen on "Shark Tank," pitching her startup, BAM Buckwheat Milk. Photo courtesy Disney/Christopher Willard
March 20, 2025
Contact: Sara Diedrich, 573-882-6217, diedrichs@missouri.edu
Paige Hansen, BJ ’10, has always had an entrepreneurial spirit — even if she didn’t call it that at first. From running lemonade stands to launching babysitting ventures, she was driven to create opportunities and take risks from an early age.
Now, she’s taking her biggest leap yet. Tomorrow, the University of Missouri alumna will step into the “shark tank” to pitch her startup, BAM Buckwheat Milk, a plant-based milk brand, on ABC’s hit business reality show. Tune in at 7 p.m. CDT March 21 to see if she secures a deal.
When invited to apply for season 16 of Shark Tank, Hansen hesitated. Her startup BAM — which stands for “Because Agriculture Matters” — had only launched in November 2023. But her ambition spoke up.
“A little voice told me to just go for it,” Hansen said. “One of my biggest challenges is that not many people in the U.S. know what buckwheat is. I thought at the very least, even if I did not get a deal, I would be able to spread the word about buckwheat, an incredible crop that I believe in deeply.”
A new story to tell
Hansen grew up in Fresno, California, the agricultural heart of the Golden State. By elementary school, she had set her sights on a career in journalism, dreaming of becoming a television reporter. In high school, she became the editor-in-chief of the school newspaper and eventually applied to the Missouri School of Journalism, determined to turn her dreams into reality.
“As soon as I walked into KOMU (the university-owned NBC affiliate that serves as a working lab for journalism students), I knew Mizzou was for me,” she said.
Hansen spent nearly six years as a television reporter, covering stories across three different markets. No matter where she worked, she was drawn to stories about local agriculture. Her interest in plant-based milk piqued more than 10 years ago, when she developed a high sensitivity to dairy products.
For Hansen, transitioning from journalist to entrepreneur felt like a natural evolution. The skills she honed as a reporter — researching, storytelling and connecting with people — proved invaluable in building her own business.
“When you're a reporter, you're constantly cold calling, being told ‘no,’ having to dig deeper to find an answer,” she said. “It's the same with building a business. It's hard to find suppliers, co-packers, contractors and investors to support you on the journey. You have to be okay with hearing ‘no’ and finding a way to get a ‘yes.’”
Read on for a Q&A with Hansen about her transition into entrepreneurship and her new product:
Tell us more about your transition from journalist to entrepreneur?
After TV news, I spent several years working in sales and marketing roles in New York City, most recently at an agtech startup. I have always been a self-starter and although I maybe did not think of the word "entrepreneur" when I was younger, looking back, the signs were there. I think my entrepreneurial itch just needed time to come forward. Now, I can't imagine doing anything else. Starting something from nothing is the most challenging thing I've ever done, but it is by far the most rewarding.
How did the idea of using buckwheat seed for plant-based milk come about?
Plant-based milk is the largest category in the plant-based industry, generating nearly $3 billion in sales just in the U.S. I wanted to be able to make a meaningful impact for buckwheat. If there's demand for this crop, farmers will have the needed financial incentive to grow more of it. I also picked plant-based milk because I have been dairy-free for more than 10 years and know the space well as a consumer.
What sets BAM apart from other plant-based milks, and how do you leverage its uniqueness?
BAM is America's first plant-based milk made from buckwheat. Buckwheat is a nutrient-dense seed that is 100% gluten-free. BAM is certified organic, and I place a lot of emphasis on using only the ingredients we absolutely need to make the product delicious. There are a lot of personal health and environmental benefits to our product, but I've found what clicks most for people who buy BAM is simply that it is an easy way to add nutrient diversity to their diets. Most people use plant-based milk as an "ingredient" in their smoothie, overnight oats, coffee or in baking. Taste is always most important, but everyone today is paying more attention to what they're putting in their bodies and how that makes them feel. I believe our personal health starts with the health of the soil where our food is grown. It's an exciting time to be in food, in part because of the research coming out about the connection between nutrient density and soil health.
How do you address consumer unfamiliarity with buckwheat and differentiate it from wheat?
Well, hopefully Shark Tank will help! Buckwheat is a gluten-free seed that is not related to wheat at all.
Is BAM currently available in stores in Missouri?
Not yet, but I hope one day soon.
What is your long-term vision for BAM? Do you foresee expanding into additional product lines?
Absolutely, yes. My whole mission is centered on making your favorite everyday products from diverse crops. Plant-based milk was an ambitious first category, but it helped me make a splash. We're working on some exciting new innovations that I can't wait to share more about soon.
