Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
September 2026 Spotlight
Ella Livingston
Cocoa Asante
Chattanooga, Tenn.
This month’s spotlight features Ella Livington, founder of Cocoa Asante, a Chattanooga, Tenn.-based producer of premium Ghanaian-sourced chocolate.
1. Tell us the story of how your business started. What inspired you to open your doors?
My family has grown cocoa in Ghana for generations, and I started Cocoa Asante in 2018 to expand that legacy into something people experience, crafted in a way that honors where it comes from and the people who grow it. We craft premium bonbons that are almost too pretty to eat. Our chocolates are ethically sourced from Ghana, intentionally made in Chattanooga and impossible to forget.
2. What is one challenge you have faced as a small retailer, and how did you overcome it?
Surviving. We just celebrated eight years of business and what has allowed us to continue to grow is navigating changes with positivity and a relentless desire to build an impactful supply chain for our cocoa farmers while also serving our customers.
3. How have you adapted your business to changes in retail, technology or customer expectations?
Social media videos turned us from a local chocolate shop into a national brand, so we learned to treat content as a storefront rather than an ad. This has allowed us to reach more customers and grow our community, while also being able to shape how the platform works for small businesses.
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The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
Selection
NRF will have full discretion in choosing the businesses featured each month.
Promotion
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
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Small Retail Business Spotlight Application
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