About the company

Can jelly beans change the world?

At a time when our country is the most divided since the Civil War, many people are searching for ways to unify their community.

Diversity Beans were created for such a time as this.

Born in 2000 to combat prejudice, Diversity Beans create a unique opportunity that forces people to put their assumptions to the test. Like, "don't judge a book by its cover", people are repeatedly surprised when they bite into a jelly bean expecting one thing and experiencing another.

Used by companies like Apple, Amazon, and Disney, and in primary, secondary, and collegiate schools across the nation, Diversity Beans are a staple in training programs where building inclusive spaces is a priority.

How it all started

I’ve tried to write this "about" page many times over the years. It never felt authentic because, well, it’s just so hard to be vulnerable. I don't want to feel judged. Then it dawned on me, Diversity Beans are all about being vulnerable. Sharing our experiences is ever so hard, but oh so valuable.

So, here it goes...

Hi, my name is Tracy Jackson and I’m the maker of Diversity Beans, brainchild of Professor Delane McUne.

My story is quite common--I left home at 18, joined the USAF, fell in love, got married, had children, and the like.

Sounds pretty typical, right?

Until I share that, in 33 years, my [White] parents have never met my [Black] husband.

This work is very personal to me.

The effects of prejudice and racism motivate me daily to find those kindred spirits, educators, and advocates that, like me, want to create a kinder more inclusive and equitable world.

So, back to my original question, do I believe that jelly beans can change the world? No, not exactly. But, I do believe they spark the conversations that can.

Will you join me?


About the Company

My entrepreneurial journey began in 2001. Struggling to find products that reflected diversity, I created an online gift shop full of artwork, books, jewelry, clothing (like the cute little dresses my daughters are wearing in some of the pictures below), and all kinds of goodies. iCelebrateDiversity.com has morphed and changed over the last twenty years becoming less child focused and more corporate focused. Diversity Beans arrived on scene in 2005 (I became the owner in 2011) and DiversityBeans.com was created in 2020. You can read more about that here.

I thought you might enjoy seeing a few pictures of my beautiful family and business journey!

My Family

(Day before quarantine) 2020


(10,000 lbs of beans) 2012

Diversity Beans

(New Opportunity) 2011



Clara Luper

(Civil Rights Leader) 2003

Inspiration #3

(THAT dress) 2003

Launched Business

(THOSE dresses) 2001

Birth of a Dream

(inspiration for business)1991

Our Beginning

(young & innocent)1987