A U.S. Marine Corps veteran with a worldly palate, Jayson Parsons put a pinch of this and a pinch of that into a seasoning jar for an outdoor survival trip, and discovered the recipe for a new business.
Originally from Arizona, Parsons and his family had moved to Hebron, where he and one of his sons explored the outdoors in survivor style.
“One of my twin sons and I do survival challenges, where we hike out with a fishing pole, a water filter and a few other small survival items and live off the fish we catch and wild edibles for a few days every year,” Parsons says.
“The first year we did it, I put some garlic salt and pepper in a little jar to season the fish we catch,” he says.
The next year, he decided to add a kick of spice to the seasoning mix as a nod to his Arizona roots.
After researching different seasonings, he found an adobo recipe recommended for fish. With that base, he added and subtracted other seasonings.
“I changed up the generic recipe and made it my own,” he says. “It worked the first time. It was amazing.”
It was so good, he began creating his own adobo with that exact recipe, launching a business in 2020 with his Jaydobo seasoning.
“Born in the land of cacti and sunsets, I’ve combined the vibrant tastes of Arizona with a Midwest twist. Join me on this flavorful journey, as we explore a diverse palette of spices, herbs and seasonings that elevate your dishes. From grilling to sautéing, Jaydobo adds a tantalizing kick, creating an explosion of taste that leaves you craving more. Welcome to the future of flavor and awaken your tastebuds with Jaydobo,” he describes.
Parsons has been on his own flavorful journey, expanding his palate worldwide.
“I’m one of those guys that likes the weird stuff, too,” he says. “When people are turning their noses at it, I’m like, ‘Well, let me give that a try.’”
Part of that adventuresome spirit comes from four years with the U.S. Marine Corps.
Parsons joined the U.S. Marine Corps in 1995, serving for three years in California and Nevada as a heavy equipment operator, then spending his final year in Okinawa, Japan, keeping equipment combat ready.
He gained a perspective from the experience, which he carries with him today.
“Pride in my country, my fellow brothers and sisters, because they always say you go to war for your country, but I think you go to war for your buddies. You want to keep them safe. I got some of the best friends I’ve ever made in my life. That’s why I kind of have a hard time making friends now, because they’re just not Marines,” he says.
And his military background is poured into every jar of seasoning.
“With a background in the U.S. Marine Corps, I bring discipline and dedication to every jar of Jaydobo,” Parsons says on his website.
His travels eventually brought him to Hebron in 2002, and Parsons is now focusing on his business full time.
“I’ve got big plans and dreams,” he says.
But those dreams were almost dashed initially.
“I tried a farmers market one summer and I failed miserably. I think I sold eight jars. And I got kind of discouraged,” he says.
Then he tried another market in Bismarck with more success. He began the business full time last year, joining Pride of Dakota in July to gain more exposure.
He has developed three products, including the original Jaydobo, a mellow version and a fermented hot sauce.
His products are available on his website and stores: Blackstone Grill and The Barber in Mandan, The Patriotic Post, Arrowhead Plaza Drug, Dakota Nuts-N-Candy and Prairie Creek Pride of Dakota Store in the Gateway Mall, all in Bismarck. Fellow Marines are also helping to sell his products in Arizona, Alabama and Pennsylvania.
“The way it’s taking off is just unbelievable,” he says. He rents a commercial kitchen in Hebron, where he mixes the seasonings in a bowl by hand.
He has teamed up with another vendor, who is using his seasoning on her pretzels.
“I see myself being the next Dot’s Pretzels. I think I have a good product. I want to share it with everybody,” he says. “It has the perfect amount of heat and it has good flavor.”
“I put it on absolutely everything. I put it on my eggs in the morning,” he says. “My mom puts it on cottage cheese and popcorn. It’s good on any fish. I put it on salmon and walleye. … It adds a Southwestern kick to everything.”
He is also developing a cookbook, posting recipes on his Facebook page first.
“My passion is cooking. But I don’t know how to measure. I just dump it in,” he says with a laugh. So, a U.S. Navy friend has helped him develop the recipes.
Parsons is grateful for the doors that have opened to opportunities.
“I get on my knees every morning and I pray to God. I don’t ask for help with my business. I just ask for his will for me, so I can be more open to what his prompts are,” he says.
Contact: 701-870-0037 | jaypar77.jp@gmail.com | www.jaydobo.com
__
Luann Dart is a freelance writer and editor who lives in the Elgin area.
Salsa-making and service
by Luann Dart
A married couple both serving in the U.S. Air Force, Alfredo and Tabatha Lugo have grown a salsa business in North Dakota in-between deployments all over the world.
Originally from California, Alfredo has served in the U.S. Air Force since 2006, and is now stationed at the Grand Forks Air Force Base.
He’s always dabbled in cooking, but became more interested in developing specific recipes when Tabatha was diagnosed with celiac disease in 2016.
“My wife got diagnosed with a gluten allergy and celiac disease and it was very, very difficult at that time to find anything gluten-free,” he says.
At the same time, he was required to write a business plan for a college course he was taking, so he decided to incorporate the assignment with creating a salsa-making business.
“After years of perfecting our salsa recipe, we decided we were having so much fun making it and sharing it with our friends that we would create a business,” he says.
Through the Veterans Business Outreach Center, he attended a Boots to Business workshop, which helped steer him toward starting The Jolly Jalapeno in 2019.
“It all kind of happened organically,” he says.
There were challenges, however.
“I’ve never really canned, so that was its own obstacle,” he says. Through research, they perfected their canning procedure and flavor profile.
Another challenge was developing The Jolly Jalapeno while still serving in the military.
“My wife and I are very ambitious and we have a very finite schedule,” Alfredo says. “Managing deployment and the business and our life has been a little tricky at times.”
They now have five products, including an original, mild and spicy salsa. A sweet and spicy sauce can be used as a glaze, marinade or injectable. And a cilantro lime sauce pairs with nearly anything.
The Pride of Dakota products are available on the website or at Midtown Marketplace in Grand Forks, Home of Economy stores across the state, two stores in Cavalier and Minn Dak Market in Fargo.
Despite their world experiences, the couple intends to retire in North Dakota, Alfredo says.
“We really want to make this place home. We’ve been here since 2011 and the community here has been awesome and the people are great,” he says. “We plan on retiring here and keeping up with this business.”
Contact: 701-317-5820 | thejollyjalapeno@gmail.com | www.thejollyjalapeno.com
