Get ready, New Westies, to meet the passionate force behind Diablo Sunrise: Mike Rousseau. This New Westminster-based business is bringing authentic Mexican-themed hot sauces and snacks to our local community, and Mike Rousseau’s enthusiasm for flavor is truly infectious. The journey began after a transformative backpacking trip through Mexico in 2009, where Mike Rousseau experienced the vibrant and diverse world of real Mexican hot sauces. Upon returning to Vancouver, he was disappointed by the limited, often vinegary options available. This sparked a passion project, and eventually, Diablo Sunrise was born.
Diablo Sunrise features a tantalizing selection of products, with their three flagship hot sauces taking the lead. The habanero mango is the original creation and a consistent bestseller, loved for its unique blend of heat, fruity sweetness, and savory notes from ingredients like lime juice, habanero, mango, carrot, and onion. The ranchera offers another distinct flavor profile, and for those who crave intense heat, there's the extra hot la flama. Beyond sauces, Diablo Sunrise delights with its spicy peanuts, a perfect snack for those who like a kick. Keep an eye out at local markets for their popular little churros, a hit with kids, and their fresh, flavorful salsas. With Mike Rousseau’s extensive 25-year background as a chef, you can be assured that flavor and quality are at the heart of every product.
What truly distinguishes Diablo Sunrise in the crowded hot sauce market is Mike Rousseau's commitment to flavor over excessive vinegar-based heat. Unlike many commercial brands that rely heavily on vinegar, Diablo Sunrise uses fresh lime juice sourced from Mexico, which contributes to the bright and authentic taste. Furthermore, Mike Rousseau emphasizes the process of roasting all the vegetables and chilies to create a deep and nuanced puree, resulting in a hot sauce where the delicious flavors shine through before the heat kicks in. This dedication to quality and taste has earned Diablo Sunrise a loyal following.
The connection to the New Westminster community is deeply ingrained in Diablo Sunrise’s ethos. You can frequently find Mike Rousseau representing his brand at the New West Craft markets located at the River Market. He highly values the personal interactions with customers at these markets, cherishing the opportunity to connect directly with the people who enjoy his products. This person-to-person engagement and the relationships built with loyal customers are a significant part of what makes the business enjoyable for him. Diablo Sunrise also actively engages with the local online community, maintaining a strong presence on Instagram @diablosunrise, where they share updates, stories, and information about giveaways. They also leverage the power of local Facebook groups such as New Westies are Besties, the New Westminster Community Group, and the Support Sapperton Business Group to connect with potential customers and promote their offerings.
Beyond crafting exceptional hot sauces and snacks, Mike Rousseau also has a passion for the creative and merchandising aspects of his business. He enjoys designing the t-shirts, banners, and stickers that give Diablo Sunrise its unique visual identity. The prominent use of the Dia de los Muertos skull in their branding serves as a clever nod to the Mexican theme and a visual cue to the authentic flavors within.
To experience the delicious heat of Diablo Sunrise for yourself, you can visit their online store at www.diablosunrise.bigcartel.com, where their full range of products is available. Stay up-to-date on their market appearances and any special offers by following them on Instagram @diablosunrise. You can also reach out to Mike Rousseau and his team via direct message on Instagram or through their Diablo Sunrise Facebook page.
Mike Rousseau’s final message to the New West Spotlight subscribers is an enthusiastic invitation: "Give your life a jump start. Try some hot sauce. You will be thrilled with the flavors, and, um, it's gonna change your life. Come and visit us at Diablo Sunrise, locally made in New Westminster".
Support your local entrepreneurs and add a burst of authentic flavor to your life with Diablo Sunrise – you're in for a treat!