Today we’d like to introduce you to Traci, George, Lucien “Luke”, and Ayden Johannson.
3 Sons Foods, LLC was developed out of the desire to help put a stop to the illegal poaching of Rhinos. 14 year old, Luke Johannson, the middle son of 3SonsFoods had spent four years fundraising for the International Rhino Foundation. Luke would ask his friends for donations to be brought to his Birthday parties instead of gifts. In his 5th year of fundraising Luke wanted a way to raise even more money, so his Mother, Traci suggested he started selling his Mom’s creamy cilantro sauce, Diablo Verde to teachers, friends & neighbors. It was a huge hit! As popularity grew, and friends of friends started buying Diablo Verde like it was essential for their life existence they decided they could make a real business out of it. They asked Luke’s brothers, Ayden 16 years old and 12 years old George to come on board to help bring his dream of stopping the illegal poaching of Rhinos to life. Now, two years later, Diablo Verde is carried in 36 stores and they have won numerous awards. 3SonsFoods is made up of a family of 6th & 7th generation Texans.
Has it been a smooth road?
The four of us started making Diablo Verde out of a small kitchen in Old Katy named Cottage Charm. It was a wonderful kitchen, with lots of windows looking over a garden with a cross in it. Almost like God was there encouraging our growth. It was perfect when we were selling at our local Farmer’s Market and in just a few stores, however, when we got into 11 HEB grocery stores we had the luxury problem of not being able to keep up with the demand of Diablo Verde, ourselves. So we had to expand and find help with our production. Problem solved! and We are now in a position to produce 16,000 jars a day of Diablo Verde.
We are a kid owned and kid run business w/ a little bit of help from our Mom of course. So, our everyday challenge is how to run a business, while balancing the demands of school, sports, music and just being a kid. We have learned that sometimes one person may carry the load for the others, and to put the health of the business in front of who’s turn it is to do the dishes that day. We need to work as a team supporting each other, or else our mission to stop the illegal poaching of Rhinos will not be achieved.
So, as you know, we’re impressed with 3SonsFoods – tell our readers more, for example what you’re most proud of and what sets you apart from others.
3SonsFoods produces and sells a creamy cilantro sauce called Diablo Verde. Diablo Verde comes in Mild, Medium and Hot and is always made with the freshest ingredients. It is gluten-free, preservative-free, egg-free, nut-free, soy-free and 100% full of flavor. Enjoy it as a dip for chips and vegetables and as a sauce on seafood, steak, tacos, enchiladas, burritos empanadas, samosas, salads and much more. Available in Mild, Medium, and Hot. We were just selected as an HEB Quest for Texas Best Finalist.
Diablo Verde has won the following awards:
1st Place Best Salsa Hot
2nd Place Best New Product
Chile Pepper Magazine 2017
Best Business Presentation
Acton Business Fair 2017
1st Place People’s Choice
1st Place Best Green Sauce
2nd Place Best Green Sauce
1st Place Specialty
Star Spangle Banner Salsa Fest 2018
1st Place Green Sauce Judges Award
3rd Place Green Sauce Judges Award
2nd Place Green Sauce People’s Choice
3rd Place Green Sauce People’s Choice
Austin Chronicle Salsa Fest 2018
1st Place Green Sauce
1st Place People’s Choice
Star Spangled Banner Salsa Fest 2019
Let’s touch on your thoughts about our city – what do you like the most and least?
The boys have loved being raised in Katy, TX and we have felt so much love from our community when we started our business and even today we continue to feel supported by our friends and neighbors in our efforts to sell an amazing sauce while putting an end to the illegal poaching of Rhinos by making a great sauce!
- Mild, Medium and Hot Diablo Verde retails from $6.99 to $8.99
- Website: 3SonsFoods.com
- Phone: 8323090616
- Email: traci@3SonsFoods.com
- Instagram: @salsadiabloverde
- Facebook: @salsadiabloverde
Maureen Semple-Hirsch – Family Photo, Traci B. Johannson – Diablo Photo