We were lucky to catch up with Traci B. Johannson recently and have shared our conversation below.
Traci B. , looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
I live and operate my life and our family business with unwavering adherence to two fundamental principles: The Golden Rule and the concept that one’s integrity is reflected in their word. These guiding philosophies have not only shaped how I manage our family enterprise but also how I’ve raised my three sons, instilling in them the ethos of being the change they wish to see in the world.
Our venture, 3SonsFoods, has been fortunate to receive remarkable patronage from our customers. This support extends beyond the mere appreciation for our products; it embraces our mission of safeguarding endangered wildlife. The privilege of working alongside my sons each day in pursuit of our passion has been made possible by the steadfast backing of our patrons. With an inherent belief in treating others as we’d hope to be treated, this ethos forms the nucleus of my work and life philosophy.
The essence of the Golden Rule finds expression in our Customer Service Policy. When individuals choose to invest their hard-earned money in our Diablo Verde Salsa and Diablo Vegan Salsa, it is our commitment to enhance their lives in return. Every jar is infused with our hearts, passion, and a touch of dedication that goes beyond mere effort.
Being a person of your word, for me and my sons, is a direct manifestation of the Golden Rule. Respect is a universal desire, and truthfulness is its foundation. We make a pact with our consumers, promising that each jar of our salsa will tantalize their taste buds, elevate their culinary experiences, and contribute to animal conservation and a brighter future for generations to come.
While perfection may elude me, living and operating within the framework of these principles has become my life’s blueprint. Guided by them, our business thrives, and our journey towards achieving our aspirations gains momentum.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Traci B. Johannson stands as the visionary Co-Founder and CEO behind 3SonsFoods, LLC—a thriving family business dedicated to producing an award winning line of creamy cilantro sauces, Diablo Verde Salsa offered in Mild, Medium, and Hot, and Diablo Vegan Salsa in Mild, Medium, and Hot. Diablo Verde and Diablo Vegan, not only tantalize taste buds but also serve a noble cause: animal conservation, with Diablo Verde Salsa benefiting rhino conservation and Diablo Vegan Salsa contributing to wolf conservation. The family’s journey began a mere six years ago, when the boys ranged in ages from 9 to 13 years old. Luke, the middle son of 3SonsFoods headed the charge with his ingenious Rhino fundraising birthday parties, in which he asked his friends for donations for rhino conservation in lieu of gifts. In 2016, the family joined forces with Luke and merging their culinary passion, they started selling their Momma’s creamy cilantro salsa to raise more funds and awareness!
Today, the boys, ages 16 years old to 21 years old, have grown into impressive young men and alongside their Mother, have steered the family business to impressive heights.
Their salsas have reached a vast audience:
Distributed across 1,100 stores nationwide.
Available online through HEB.com, 3SonsFoods.com, and Amazon.
The impact of their efforts resonates deeply:
With donations exceeding $25,000 that have been channeled into animal conservation initiatives.
In 2021, the family made a transformative visit to South Africa working with Dr. Lynne MacTavish, and participating in direct conservation activities such as rhino horn trimming, wildfire control, and veterinary support.
3SonsFoods’ accomplishments extend beyond borders:
Recognized with a multitude of awards, including the prestigious Grand Champion title in HEB’s Quest for Texas Best.
Conquered Austin Salsa Fest, Star-Spangled Banner Salsa Fest, Chili Pepper Magazine Salsa Fest, and Scovie Awards.
Garnered accolades as a member of the HEB Million Dollar Club in 2020, and triumphed at the Acton Children’s Business Fair.
Diablo Verde and Diablo Vegan boast unparalleled versatility:
Serving as chip dip, vegetable dip, marinade, and sauce.
Embracing a spectrum from fish tacos to pasta dishes.
Priding in being preservative-free, gluten-free, soy-free, egg-free, nut-free, and completely natural.
Evoking flavors that are 100% authentic.
Devoid of synthetic or artificial additives.
The Johansson family’s impact reverberates through media:
HEB turned their story into a commercial, sharing their journey with the world.
Featured on the Texas Country Reporter, Localish Channel, ABC News, Houston Business Journal, South African Chef, Texas Monthly, USA Today Influential Magazine, and across prominent news outlets.
Traci’s role in inspiring her sons to channel entrepreneurship towards positive change is a testament to her unwavering commitment.
In Traci’s partnership with her sons, a potent blend of business acumen and ethical responsibility has emerged. As they continue to spread awareness and inspire through their enterprise, the Johansson family stands as an embodiment of entrepreneurship with a purpose, demonstrating how business can indeed be a force for good.
Their contributions to rhino conservation through Diablo Verde marked the inception, and the evolution continued with Diablo Vegan, now supporting wolf conservation.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
When we embarked on our journey, our business plan was as simple, as it was impactful: “Make Salsa, Sell Salsa, Save Rhinos.” It wasn’t a meticulously crafted strategy however our plan was aligned with the Simpler Fidelis teachings I had grown up with from my Marine Father. “KEEP IT SIMPLE STUPID” I didn’t dwell on the intricate “How” – I simply knew we could. I envisioned our salsa gracing grocery store shelves across the nation, and I dared to imagine a world where rhinos and wolves were saved from the brink of extinction. The confidence that my sons and I had fueled the capacity to turn this vision into reality was unwavering. Though our business plan was simple, our drive to accomplish our goals was overflowing with confidence. So, I took a deep breath, take a step, jumped and flew! We plunged into the food industry, setting our entrepreneurial journey in motion. It wasn’t just about building a successful business; it was about using our platform to shed light on animal welfare issues. Amid the plethora of business plans that never materialized, our simple yet powerful business plan took flight. Often, aspiring entrepreneurs become ensnared in the trap of excessive planning, leaving their dreams tethered to the ground.
My counsel is straightforward yet profound: Embrace the unknown. I didn’t have a meticulously drafted business plan; I didn’t possess all the answers. But I believed in our ability to make it happen. Preparedness is essential, but becoming entangled in the minutiae can stifle the essence of progress.
So, take that deep breath, step boldly, Jump and Fly High
The journey to greatness often begins with a single audacious step, unburdened by the confines of rigid plans. – Unknown
Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?
My sons have walked this road by my side. They have weathered all of the storms with me and celebrated all of the accomplishments that we have been blessed to encounter. There is nobody in the world I trust more, know better and lift me up more than my 3 offspring. Luke, who as a 5 year old gave up Birthday gifts to raise money and awareness for rhino conservation has such an amazing, giving heart. Strong as a rhino, but with a soft sensitive heart and a sense of humor that brings the best medicine of all – laughter into each day, I am in awe of who he is as a person. Cautious Ayden helps me to remember to take a step back, question before jumping in head first to situations. His demeanor is quiet, cool, calm and collected. Always accessing the situation before reacting.
Resourceful George, never ceases to surprise me with his wit and charm. Watching my resourceful youngest son accomplish so much at such a young age has inspired me to always believe in our dreams. George’s determination has inspired me countless days to push through and stay focused on our path
These young men inspire me to do better and be better everyday. They are who I turned to for a sounding board, advice and honesty everyday and with every challenge.
Contact Info:
- Website: 3SonsFoods.com
- Instagram: @3SonsFoods
- Facebook: @3SonsFoods
- Linkedin: @SonsFoods
- Twitter: @3SonsFoods
- Youtube: @3SonsFoods2017
Image Credits
@KSweetphoto @kingofTX @pwlstudio @seewhatdevelops @tetheredandbrave
