Meet the Founder:
Danilo Batson

The year 2020 turned everyone’s world upside down, and Danilo Batson was no exception. The COVID-19 crisis, plus the murder of George Floyd, threw the then-college student’s life into the harsh light of reality. But instead of letting it get him down, he made a decision that would change the course of his future… and the future of many Black-owned businesses. This is his founder’s story.

The original Green Book, published as "The Negro Motorist Green Book," has a history that the African American community knows all too well. It was launched in the 1930s as a semi-secret guide to enable Black travelers to eat and sleep safely in the still-segregated South. The pamphlet acted as a subversive roadmap that helped many navigate the racial tensions of the time and avoid the potential danger and violence they faced in many areas of the U.S.

It was from this act of both rebellion and unity that Danilo Batson took his inspiration for Spicy Green Book — his nonprofit organization that provides a directory of Black-owned food and beverage businesses across 35 states.

Spicy Green Book allows any Black-owned business to be listed in the directory and provides them with free professional photography and marketing services to help them grow their business.

But while the organization’s mission is uplifting and unifying, it was born out of a time of chaos and heartache.

As the COVID-19 pandemic ravaged the world, Danilo saw the strain it was placing on the U.S. healthcare system and, most especially, on nurses. Danilo was, at the time, a nursing student himself, and what he saw was enough to make him question the path his life had taken.

Then, in May 2020, George Floyd was murdered by a police officer in Minnesota, sparking a tidal wave of protests and cries for justice. In the midst of this horror, something became very clear to Danilo — he needed to take action. The story of the original Green Book was always close to his mind and his heart, and after a lot of questioning and contemplation, Danilo made the decision to take a hiatus from his nursing education and pay it forward to the Black community.

That same year, Danilo launched Spicy Green Book, largely with the support of passionate volunteers who were also looking for a way to take positive and meaningful action.

Danilo put together a team of photographers, videographers, content creators, and marketers from across the U.S. and beyond. From his home base in Orange, California, Danilo began reaching out to Black-owned businesses in the food and beverage industry and offering them free marketing and a free business listing.

Early on, the biggest barrier was building trust. Danilo found that the Black business owners he spoke with were skeptical — getting "something for nothing" had never been their experience, and they were wary.

But Danilo knew he was onto something. He believed that others, like himself, wanted to support businesses that aligned with their social and moral values, but the difficulty and time required to research and find these businesses may deter some people. His goal was to contribute to the intentional economy by making it fast and easy for diners and shoppers to find businesses they could feel good about patronizing.

Now, Danilo has built trust with the Black-owned business community (of which he is now a part), and business owners or patrons seek out his organization. Danilo has a small staff now, but he still leans heavily on a vast network of volunteers he can deploy to photograph and interview business owners and share more than a standard business directory listing — he wants to give them a voice and a platform to tell their unique stories.

Danilo started without any experience as a business owner or nonprofit founder. He’s learned a lot along the way and wants to share it with others who are starting out in the business world.

So what are his best business tips?

Tip 01: Find a network of advisers.
Danilo found that as a young entrepreneur, he relied heavily on support from his board and those who’ve walked in his shoes. As he says, he has a rule to keep his "mouth shut and ears open."

Tip 02: Stay resilient and be persistent.

Early on, Danilo struggled to gain the trust of Black business owners. But he kept at it, knowing that just one "yes" would open the door to his success.

Tip 03: Take care of yourself.

In the beginning, Danilo says he didn’t have time to put his needs first, so they always came last. But now that he has a family, he understands that he can’t be his best for them or for his business if he doesn’t prioritize his time.

As for why he’s doing this, in spite of the time and effort and the hard days?

Danilo is committed to making Spicy Green Book an ongoing success. He’s decided not to return to his nursing education but has instead found a new career path in web development and software engineering (which blossomed as he was working on SGB’s website). But his dedication to his organization is unwavering. Here’s what he plans to focus on next:

Priority 01 - Markets and live events:

Danilo is launching quarterly markets in California to grow beyond the business directory. He invites Black business owners in the food and beverage industry, but in other industries as well, and gives them a space to interact and grow their connections with the community. He hopes at the same time to bring resources like healthcare and financial education to more African Americans who need it.

Priority 02 - Growing sponsorships:

Danilo is looking for like-minded supporters who want to put their money where their mouth is and keep Spicy Green Book going and growing. "Sponsors who understand that mission and who preach that mission back to us — that’s where the cohesion happens."

Priority 03 - Expand across the U.S.:

Similar to the historic Green Book, which started by covering the American South and grew to many northern states as well, Danilo hopes to keep growing SGB’s coverage as well. Now in 35 states, he’d like to see it expand to cover all of the U.S.

Going in, Danilo didn’t understand the complexities of starting a nonprofit as a 501(c)(3). Still, he knew that there were people who wanted to make a difference, and that kept him going, even through the difficult times.

"Everyone sees the atrocities that keep happening in our society," he says, "but some feel powerless to help. I’m not a politician or a lobbyist. But I can actually truly affect change."

So when it came time to form his business, Danilo went with Bizee, which made the nonprofit process as simple as possible.

This trio is tops for Danilo, who says these are his must-haves for operating SGB. Slack, an instant messaging platform, allows him to stay in contact with volunteers, staff, and board members, while Canva helps him design a stunning website and crisp marketing materials. Powering it all is HoneyBook, which does everything from project management and CRM to invoicing and billing.

Spicy Green Book would like to thank their sponsor, Kinecta Federal Credit Union, for their continued support in helping uplift the Black community.