We’re Proof That You Don’t Need to Be Big to Make a Difference: Shawn Askinosie, CEO of Askinosie Chocolate

Shawn Askinosie is the founder and CEO of Askinosie Chocolate, a company renowned for its commitment to quality, sustainability, and direct trade. After nearly two decades as a criminal defense attorney, Shawn shifted his career to pursue a passion for chocolate-making, blending his legal expertise with a deep desire to make a positive impact. Under his leadership, Askinosie Chocolate has built strong, direct relationships with cocoa farmers, ensuring fair compensation and community support. Shawn’s focus on ethical practices extends beyond the product itself; his leadership fosters a culture of collaboration, transparency, and social responsibility. His approach to business is defined by a commitment to making a meaningful difference, not just in the world of chocolate, but in the communities his company touches.

In a recent interview with SME Business Review, Shawn discussed his transition from criminal defense attorney to chocolate maker, highlighting the importance of integrity and connection in his business. He explained how direct trade has become central to his approach, fostering long-term relationships with cocoa farmers. Askinosie also talked about the challenges of maintaining ethical practices while scaling the business, and his vision for a future where people are prioritized over profit. Here’s what he had to say.

Interview Excerpts

You transitioned from a successful career as a criminal defense attorney to founding Askinosie Chocolate. What inspired such a dramatic shift?

After nearly 20 years as a criminal defense attorney, I hit a point where I felt drained, both emotionally and physically. I realized I needed to find something that would reignite my passion and bring joy back into my life. I started exploring things I loved—cooking and baking were always big for me—and eventually, I stumbled upon chocolate-making. What began as a personal curiosity quickly grew into an obsession, and that’s when I knew this could be something more. I wanted to create a business that blended my passion for chocolate with a sense of purpose.

How would you describe Askinosie Chocolate’s direct trade model?

From the very beginning, I knew I wanted to have direct relationships with the farmers growing our cocoa beans. As a lawyer, I’d spent years negotiating and building trust with people, and I brought that same approach to the chocolate business. It’s not just about buying beans; it’s about creating partnerships. We visit our farmers regularly, pay them directly, and share profits. This model wasn’t common at the time, but it felt like the only way to do it right. I wanted the farmers to feel valued and included, not just another link in the supply chain.

You have been recognized for your commitment to social responsibility. Why is that such an important part of your business?

Business should be about more than just making money. When I started Askinosie Chocolate, I wanted it to have a positive impact on everyone it touched—from the farmers to our employees to the people eating our chocolate. The decisions we make, like being a certified B Corporation or running programs like Chocolate University, reflect that commitment. If we’re not making the world a little better, then what’s the point?

Could you tell us more about Chocolate University? How did it start?

Chocolate University started because I wanted to give back to our local community in Springfield, Missouri. The idea was to connect students with the broader world through chocolate. We work with local schools to teach kids about entrepreneurship and global citizenship, and some of them even get to visit the cocoa-growing regions with us. It’s amazing to see their perspectives shift when they meet the farmers and see how much work goes into producing chocolate. It’s about showing them that they can make a difference, no matter where they come from.

How do you ensure such high standards of quality in your chocolate?

Quality is everything to us. We oversee every step of the process, from sourcing the beans to crafting the bars in our factory. It’s a lot of work, but it’s worth it. We roast the beans ourselves, we grind them, and we handle every detail because we want our chocolate to reflect the care that goes into it. For me, it’s not just about making great chocolate; it’s about honoring the farmers who grew the beans and the customers who trust us to deliver something special.

Your leadership style has been described as collaborative and people-focused. What influences that approach?

I believe that no one succeeds alone. The people on my team are as invested in Askinosie Chocolate as I am, and I want them to feel that their voices matter. We make decisions together, and I try to create an environment where everyone feels valued. That’s not just good for morale—it’s good for the business. When people feel connected to what they’re doing, they bring their best ideas and their best energy. It’s a win for all of us.

What do you find most rewarding about running Askinosie Chocolate?

The relationships we have built, hands down. Whether it’s with the farmers, the students at Chocolate University, or our team here in Springfield, those connections are what keep me going. Seeing the impact of our work—whether it’s a farmer who can afford to send their kids to school or a student who’s inspired to dream bigger—reminds me why we do what we do. And, of course, I love seeing people light up when they taste our chocolate. That never gets old.

The chocolate industry is often dominated by large corporations. How do you see your role as a smaller company?

We’re proof that you don’t need to be big to make a difference. By staying small and focused, we have been able to do things our own way. We’re not trying to compete with the giants; we’re carving out our own space. I think our role is to show that a small business can lead with integrity and still be successful. If we can inspire others to do the same, that’s a win.

If you could give one piece of advice to aspiring entrepreneurs, what would it be?

Start with purpose. Don’t just think about what you want to do—think about why you want to do it. Build something that reflects your values and aligns with what matters to you. And don’t be afraid to take risks. If I hadn’t taken the leap from law to chocolate, I wouldn’t be here today. It’s scary, but it’s worth it.

Shawn Askinosie, Founder & CEO, Askinosie Chocolate

Quality is everything to us. We oversee every step of the process, from sourcing the beans to crafting the bars in our factory. It’s a lot of work, but it’s worth it.