Inclusion is Not an Option—It's a Responsibility

This isn't just our value—it's our calling. We're proving that real change happens when we choose curiosity over comfort, connection over division, and progress over perfection.

Tracy Jackson, founder of Good Jellybeans

our story begins and ends with inclusion

Can Candy Be a Catalyst for Change?

In a world where appearances often shape how we see each other, Diversity Beans challenge the idea that you can judge a jellybean—or a human being—by their color, or any other "other".

More than just candy, Diversity Beans are a playful, yet powerful tool for connection—bridging divides and sparking dialogue through the simple act of sharing.

See People, Not Assumptions—with Diversity Beans

A SWEET TREAT WITH A BIGGER PURPOSE

Jellybeans on a Mission

Our mission is to build a more inclusive world by using jellybeans to open hearts.

Whether used in classrooms, workplaces, fundraising events, or around the kitchen table, our jellybeans help people of all ages start meaningful conversations about bias, belonging, and why diversity matters.

Because sometimes, the simplest things—like a jellybean—can open the door to the biggest changes.

Join the Mission with Diversity Beans

A Fulfillment Partner Sharing Our Mission

Partners in Purpose

At Diversity Beans, we believe that how we operate is just as important as what we create. That's why our partnership with Vector Industries is such a perfect match for our values and mission.

More than just our fulfillment partner—they're a nonprofit organization dedicated to providing employment for adults with disabilities.

It's just another way Diversity Beans works to create a more inclusive world—from the product itself to the hands that prepare it for your doorstep.

Make a Difference with Diversity Beans

The Evolution of a Big Little Idea

The Beginning

When my daughter was born in 1991, I was struck by how invisible she seemed in the world around us. Books, toys, even advertising—almost nothing reflected her or our multiracial family. That absence of representation wasn’t just frustrating—it lit a fire in me.

My experiences—both personal and professional—as a military spouse, a veteran, and someone navigating corporate America had already shown me the painful impact of prejudice. But becoming a mother made the need for representation deeply personal and impossible to ignore.

In 2001, I launched an e-commerce brand dedicated to promoting diversity and inclusion.

The Beginning

1987

Inspiration is Born

1991

Open for Business

2001

Enter Diversity Beans

The first time I experienced Diversity Beans, I knew they were something special. They caught me completely off guard. What seemed like regular jellybeans actually had a twist—each color came in multiple flavors, so I never knew what to expect. That unexpected twist made me laugh, pause, and think.

I saw how something so small and playful could spark real conversations about how we see each other—and how often our assumptions are wrong. They’re a simple, hands-on reminder that we all carry stories and assumptions worth unpacking. It's no wonder they quickly became my best-selling product.

When the original creators were ready to retire in 2011, I acquired the company to continue its mission and grow its impact.

"Jelly" the OG Mascot

2005

Diversity Beans Acquistion

2011

10,000 lbs of Jellybeans

2012

Launch, Adjust, Repeat

Over the years, I’ve evolved, adapted, and reimagined what’s possible with Diversity Beans. In late 2024, I set out to make a long-held dream come true: building a partnership with a fulfillment company that employs adults with disabilities. It felt like everything was finally aligning with my mission.

Then the national conversation shifted. As backlash against diversity, equity, and inclusion gained momentum, sales began to decline. I was faced with a hard truth: if I couldn’t grow the business, I wouldn’t be able to make that partnership a reality. And I wasn’t willing to let it go.

That moment pushed me to think bigger—to take a stronger stand for what matters and completely rethink how to move Diversity Beans forward with more purpose and more reach.

Updated Logo

2012

Packing Machines

2023

Branded Packaging

2023

Rebrand & Fundraising

That's when Good Jellybeans was born—a rebrand and a renewed vision for getting Diversity Beans into the world in a bigger, more impactful way. We launched a fundraising platform that shares 50% of sales, helping people fund their dreams, build community, and amplify the message of inclusion.

We’re not just spreading candy—we’re spreading hope for a more inclusive tomorrow. That’s the world I dreamed of in 1991—and it’s the one we’re still building every day. Because when we embrace our differences, life truly is sweeter together.