Tricky Dix Mojo is the brainchild of Chris and Jennifer Dixon. What started as a simple spice rim for our Bloody Marys and Michiladas, Tricky Dix Mojo has turned into a favorite all spice as well.
What has happened was more than we ever imagined. But first, let’s start at the beginning.
One afternoon we were at one of our favorite restaurants watching a Sunday football game. We ordered 2 Michiladas, in which the restaurant rimmed the top of our glasses with Lawry’s Seasoning Salt. We thought, “Wow! Yummy!”. That is so much better than just plain salt on the rim. Well, when we arrived home, Chris, a non cook whose only specialty is Campbell’s Tomato soup and grilled cheese, started pulling all of the spices out of my spice cabinet. I did not pay much attention, but being an ex restaurateur and avid cook, I soon had to give my two cents.
After a year of perfecting and perfecting, and nineteen of our favorite spices later, Tricky Dix Mojo was born. We would carry our Mojo around in my purse to restaurants and friends houses for our personal use, never guessing how much the Mojo was about to change our lives.
It quickly hit the road running as an excellent rub. Whether it was beef, chicken, pork or seafood, Tricky Dix Mojo was developing a following of all ages.
Through the next year, our little baby branched from being a single purpose item to being used as an all spice in any favorite dish. We would get phone calls and texts from our friends saying, “Wow, my kids just ate broccoli, and they hate broccoli!”, and “I need twenty tins to give to my friends for Christmas.”
Then we started getting calls from complete strangers and from bars and restaurants asking where they could buy Tricky Dix Mojo. We were amazed. We then decided to build Tricky Dix Nation!
We began by getting the trademark for our logo and FDA approval, then we hit our first store shelf in April of 2011. Pam Gabriel, owner of Sweet Gourmet in Tyler, and a wonderful friend, jumped on board as our first wholesale customer. Pam proudly sells over 100 tins a month through her store. She and her staff are truly special.
From there we began wholesaling to other gourmet markets, restaurants and caterers. Tricky Dix Mojo went to its first convention in June of 2011, the Southwest Food Expo in Dallas. We showed up armed with Bloody Marys, courtesy of Titos Vodka, ZingZang Bloody Mary mix and rimmed with Tricky Dix Mojo, popcorn laced with Tricky Dix Mojo, my mom and four of our best friends. Here we debuted our “Lick & Love It” shirts and sold over 400 in just ten days. We were an absolute success at the show with our flashy marketing, clever product and enthusiastic booth personnel.
Two weeks later we attended the Taste of Dallas, our first retail venue and again stole the show, introducing our new shirt slogan, “Rub Your Meat”.
This month we will debut two new flavors, Hott Dix and Chix Dix. We are also stocking the shelves with Shak-O-Dix, by popular demand.
Thanks for checking us out, and remember to check back often for new recipes and new flavors. We will move forward as fast as you will let us….
“Lick It & Love It”