Today we’d like to introduce you to Daniel & Jeanette Tostenson
Hi Daniel & Jeanette, please kick things off for us with an introduction to yourself and your story.
Our story begins with a poem.
I first penned the iconic “Qwiznibet” poem while sitting in a Carl’s Jr. in Castaic, California, sipping coffee and enjoying a chocolate chip cookie. What started as a spontaneous moment sparked the creation of my first book, Introducing Odee Dickens and Qwiznibet Square Junction, laying the foundation for the Qwiznibet brand. But it wasn’t until many years later that the story would truly begin to take shape and unfold.
Since Jeanette and I tied the knot in 2000, we’ve always felt we were meant to explore the whimsical world of Qwiznibet. However, little did we know at the time that our journey would begin with the magical world of specialty food.
Our food business adventure started in Fergus Falls, Minnesota, where we worked out of a certified kitchen at the local YMCA. Our dream was to bottle Grandma’s time-tested recipes, particularly her famous sloppy joes, and share them with a new generation. But it wasn’t just about the flavors—we wanted these recipes to evoke nostalgic memories of simpler times and family traditions. After two years in Fergus Falls, we moved to the Twin Cities in 2011 to grow our brand and take the next step in our journey.
After relocating, we revisited the inspiration behind the original poem and began crafting our debut children’s picture book, Introducing Odee Dickens and Qwiznibet Square Junction. The book features a colorful cast of quirky cartoon characters that embody the heart of the Qwiznibet brand. Interestingly, many of these characters also had their own unique recipes, perfectly complementing Grandma’s treasured culinary creations. One standout character is Henrietta, a charming 1950s-style “Leave it to Beaver” mom—who just so happens to be a cow! As we worked to create magical moments and lasting memories through both the stories of the Qwiznibet characters and our homemade recipes, we found the perfect balance. From this blend of creativity and nostalgia, Qwiznibet Foods was born.
Qwiznibet Specialty Food brands currently feature Henrietta’s Sloppy Joe Mix and BBQ Slow Cooker Sauce. There will be more products to come, including Hornsby’s Dessert Sauces, and Mrs. Fromley’s Specialty Dessert Jams, so stay tuned. The jams, which Jeanette created, include unique flavors like her Lavender Twist, inspired by her French heritage. The Qwiznibet brand blends traditional recipes with innovative touches, drawing from my Midwestern roots and Jeanette’s rich German and French background.
Henrietta’s Sloppy Joe Mix and BBQ Slow Cooker Sauce can be found at Hy-Vee stores, Fresh Thyme Markets, and Minnesota’s Largest Candy Store, as well as online at qwiznibetfoods.com, Amazon, and Walmart.com. Through platforms like Specialty Food Partners and with partners such as Sysco, we offer nationwide shipping, allowing us to reach a wide range of customers, including hospitals, community centers, restaurants, and schools across the country.
With more than two decades of combined experience in the entertainment industry, Jeanette and I have been able to use our knowledge and expertise to build our unique brand. My career spans on-camera acting for film and commercials, hosting and spokesperson roles, as well as voice-over work for national campaigns. Jeanette has worked as an executive assistant to a director in Los Angeles and has also been a graphic designer, audio/video editor, and managing partner in media production. Our diverse backgrounds and broad skill set go beyond entertainment and extend into our shared passion for specialty foods, making us uniquely equipped to engage across multiple creative fields.
Qwiznibet and Qwiznibet Foods have teamed up with four-time Emmy Award-winning illustrator and animator Greg Peters to launch a fresh and creative ad campaign for our distinctive range of products. Greg’s illustrious career includes work with some of the biggest names in animation, such as Hanna-Barbera and Disney. With his expert touch, Qwiznibet is set to enhance its advertising with whimsical illustrations, showcasing our timeless recipes. The campaign will also introduce a fun cast of cartoon characters, along with collectible books and merchandise.
Coming soon:
Qwiznibet, the parent company behind Qwiznibet Foods, will soon launch Qwiznibet Studios. With Greg and his talented team, the studio will bring the enchanting world of Qwiznibet to life through stunning animation for film and video.
Mission:
At Qwiznibet, we are deeply committed to making a positive impact by giving back. Our mission is to create opportunities for under served communities, helping individuals lead productive and fulfilling lives. We proudly partner with Project HOOD, a Chicago-based organization dedicated to ending senseless violence, reducing recidivism, and building stronger communities—one neighborhood at a time. Through Project HOOD’s impactful programs, youth, adults, and families receive the resources, skills, and support they need to thrive and become empowered, successful, and healthy members of society.
Our life goal is what gives meaning to the journey. Jeanette and I are deeply committed to making a meaningful impact both locally and globally. Our mission centers on addressing homelessness, providing housing for young women and children, and creating opportunities in education and the arts.
We love encouraging others by reminding them that they stay young as long as their vision for the future is greater than their memories of the past. It’s a great reminder to keep dreaming—you’re never too old to chase your dreams.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
We wish we could say the journey has been smooth, but that’s far from our reality. We’ve faced many unexpected challenges along the way. However, it’s through these challenges that we’ve grown stronger, and they’ve only fueled our determination to persevere.
Our journey has been filled with many twists and turns, with the most difficult period being during Covid. We faced rising costs, supply chain issues, and had to quickly reformulate our sloppy joe sauce when one of the key ingredients became unavailable. The cost of doing business soared, and perhaps the biggest challenge was figuring out where to go from here as shopping patterns shifted.
However, we’ve been able to refocus our efforts by expanding our online presence during this time. With many new online platforms emerging, we’ve adapted and embraced this change. As a result, we’ve seen a significant increase in online sales. We’ve also managed to broaden our reach into schools, hospitals, and restaurants through some fantastic opportunities. While it’s been challenging, we’ve found new ways to grow and thrive.
Early on in our business, we quickly realized that not everyone shares the same goals or vision. While we have a network of people we can exchange stories with, we ultimately had to discover what works best for us.
In the end, our journey has been one of growth, adaptation, and perseverance. We’ve faced challenges, embraced new opportunities, and learned valuable lessons along the way. As we continue to evolve, we remain committed to our mission and are passionate about making a positive impact. Thank you for being part of our story—we look forward to what the future holds!
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
We specialize in creating unique food products that blend nostalgia with innovation. Our brands, Qwiznibet and Qwiznibet Foods, are built around the idea of combining family recipes with whimsical storytelling. We’re known for our Henrietta’s Sloppy Joe Mix and BBQ Slow Cooker sauces, and will soon be introducing our specialty jams, dessert products and various other delights, many of which are inspired by our personal family traditions. Alongside our food business, we also have a growing focus on children’s books and animation, which tie back to the quirky, imaginative world of Qwiznibet.
What we’re most proud of is the ability to combine our passions for food, creativity, and community impact. Our work isn’t just about making great products; it’s about making a difference, whether through offering delicious flavors that bring back memories or supporting under served communities through our partnerships.
What sets us apart is our unique blend of creativity and entrepreneurship. We don’t just sell food products; we create experiences through storytelling, bringing our characters and brand to life in ways that are fun and engaging. Our deep commitment to both quality and social impact makes us stand out, and we’re proud to continue creating while staying true to our roots.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
As much as we enjoy networking, we’ve learned that everyone’s journey is unique to them. While it’s encouraging to share stories with others in our industry, we’ve realized the importance of staying true to our own vision and not straying from our unique path. Our advice would be to connect with others, listen to their experiences, and learn from them, but always remember that your journey is your own. It’s important to find mentors who respect and understand your goals, but ultimately, the key is to stay focused on what sets you apart and trust the process.
Contact Info:
- Website: https://www.qwiznibetfoods.com/
- Facebook: https://www.facebook.com/QwiznibetFoods
- Youtube: https://www.youtube.com/@qwiznibettv
- Other: https://www.qwiznibet.com
