The 2014 hit-and-run that put a dent in Lloyd Ortuoste’s 2003 Subaru WRX only caused around $1,500 in damage, but it changed his life forever.
The car was Ortuoste’s first big purchase as a 20-something. He loved its turbocharged engine and bright yellow paint job. He knew he wanted to get it fixed, but the person who sideswiped him didn’t leave their insurance information, and the cost of the repairs were equivalent to nearly a month’s pay at the time.
To fund the repairs, Ortuoste got creative. He decided to sell his homemade banana pudding — already a hit with his friends — in an effort to raise the money he needed. He and his now wife Trisha Villanueva started the “Baonanas” hashtag on Instagram and quickly saw orders start to pour in.
The pair realized that what was originally meant to just help them pull together a few thousand dollars had the potential to be a full business in its own right.
After making enough money to repair the Subaru, Ortuoste kept going. In the decade that followed, Baonanas blossomed into a viral hit. At its peak, Baonanas boasted three brick-and-mortar locations plus a thriving wholesale and catering business.
These days, Baonanas’ menu features dozens of flavors ranging from classic banana pudding to more creative offerings like ube, s’mores and lychee rose. The business brings in roughly $450,000 per year from its Jersey City outpost and robust catering and wholesale operations.
Ortuoste still drives his more than 20-year-old Subaru, but he’s thankful to have been on the receiving end of that fateful hit-and-run.
“I always say he’s a silent partner, whoever hit my car,” he says. “If I could meet them today, I’d owe them a lot of hugs.”
For the full Baonanas story, check out the latest installment of CNBC Make It’s “How I Made It.”
Are you ready to buy a house? Take Smarter by CNBC Make It’s new online course How to Buy Your First Home. Expert instructors will help you weigh the cost of renting vs. buying, financially prepare, and confidently navigate every step of the process—from mortgage basics to closing the deal. Sign up today and use coupon code EARLYBIRD for an introductory discount of 30% off $97 (+taxes and fees) through July 15, 2025.
Plus, sign up for CNBC Make It’s newsletter to get tips and tricks for success at work, with money and in life, and request to join our exclusive community on LinkedIn to connect with experts and peers.
