Chattanooga Celebrates Cocoa Asante’s Journey to Success
Chattanooga, TN – It was a lively and joyful atmosphere on a recent Wednesday morning as community leaders, family, and friends gathered to celebrate the remarkable journey of Ella Livingston, a local entrepreneur who has made a name for herself as a luxury chocolatier with her brand, Cocoa Asante. Attendees filled the room at the Hixson location of Cocoa Asante, where the smell of rich chocolate wafted through the air and smiles were on everyone’s faces.
From Home Kitchen to Global Brand
As Ella looked around, she marveled at how far she had come since those early days of operating out of her home. “I started out of my home. It was me, myself, and I,” she recounted to the audience, reflecting on her humble beginnings. “Every email I sent that said ‘we’ was really just me.” Now, Cocoa Asante is a celebrated brand, known not just in Chattanooga, but globally for its premium chocolate bonbons. What makes her chocolate stand out? All of the cacao beans are ethically sourced from Ghana, Ella’s birthplace.
The Celebration with Dignitaries
The event was especially noteworthy as Tennessee’s Department of Economic and Community Development (TNECD) Commissioner, Stuart McWhorter, paid a personal visit to congratulate Ella and her dedicated team. During the gathering, he praised her for her entrepreneurial spirit and commitment to inspiring others in the community. “Thank you for what you do and inspiring others,” McWhorter stated. “And congratulations on your success.”
The visit was part of a nine-stop tour across Tennessee to honor Black-owned businesses during National Black Business Month. The TNECD’s initiative celebrates the achievements of Black entrepreneurs throughout the state, demonstrating Tennessee’s favorable business climate. In fact, Tennessee was named the second-best state in the U.S. for Black-owned businesses this year, thanks to factors like a low cost of living and absence of a state income tax.
A Sweet Industry with a Serious Mission
As attendees sipped on cocoa and sampled various chocolates, Ella passionately shared some sobering facts about the global chocolate industry. She revealed that a significant portion of cacao beans, around 70%, comes from the Ivory Coast and Ghana, where it is common for farmers to battle severe economic challenges. “Farmers make less than 6%, less than $1 a day,” she explained. Ella’s mission with Cocoa Asante is not just to deliver luxurious chocolate but to empower cocoa farmers and ensure they receive fair compensation for their hard work.
Thanks to support from the Community Foundation of Greater Chattanooga and others, Ella recently acquired a new chocolate processor, which allows her to implement a bean-to-bar operation. “Cocoa Asante will become the only chocolate company in the continental U.S. that sources from the farm they own,” Ella shared proudly.
A Journey Fueled by Passion
Born in Ghana and raised in the United States, Ella’s journey really took flight after a transformative experience with luxury chocolate while living in Japan. “I want everyone to experience chocolate fully,” she tells the crowd. It was from that moment she began experimenting with chocolate recipes in her kitchen while juggling a full-time job as a math teacher. In 2018, the breakthrough came when a TikTok review went viral, prompting Ella to leave her teaching career behind and devote herself entirely to Cocoa Asante.
As she grew her business, she moved into the Chattanooga Area Chamber of Commerce’s INCubator program and eventually expanded into a larger kitchen and production facility in Hixson. Today, Cocoa Asante sells its products online and in regional stores, focusing particularly on collaborating with small and minority-owned businesses.
Support and Gratitude
As the event wrapped up, Ella took a moment to express her gratitude to her team and family. Her husband, LaRue, who had been her unwavering supporter since day one, stood tall as a symbol of partnership through their journey. “I made sure our home was taken care of so she could focus on this solely,” he said. “We put the work and sacrifice in. We’re excited for the future and what we can do for the people.”
The celebration of Cocoa Asante was not just a recognition of achievements but a firm reminder of the power of dreams, hard work, and the sweet taste of success. Ella’s story is an inspiration to many and a testament to the vibrant entrepreneurial spirit in Chattanooga.
