Michelin-Star Chef Brandon Olsen and Michael Held Launch As We Do Chocolate
Canada’s Chef-Led Bean-to-Bar Chocolate Company Officially Launches
As We Do Chocolate Company Inc. has officially launched with an ambitious vision: to become Canada’s premier scaled, chef-led, bean-to-bar chocolate producer. The company enters the market with a bold strategy designed to address a significant gap in the North American chocolate industry, particularly within Canada’s premium hospitality and foodservice sectors. To mark its debut, the company is rolling out a Kickstarter pre-sale campaign beginning February 24, inviting early supporters to participate in shaping what the founders believe will become one of the country’s most important culinary brands.
Canada’s chocolate market continues to expand rapidly, with projected consumption expected to exceed $5.4 billion in 2025. Despite this impressive demand, much of the premium chocolate used by Canadian chefs, bakeries, and hotels is sourced from large European manufacturers. As We Do Chocolate Company aims to shift this paradigm by producing high-quality, professional-grade chocolate domestically at scale. By combining culinary excellence with advanced manufacturing capabilities, the company seeks to reduce reliance on imports and establish a truly Canadian alternative that meets global standards.
Addressing a Critical Market Gap
The founders identified a clear disconnect in the current supply chain: while Canada boasts a vibrant culinary scene and a growing appetite for premium products, its hospitality sector remains heavily dependent on imported chocolate for consistent quality and scale. Large European conglomerates dominate the professional chocolate market, leaving few domestic options that combine both craftsmanship and production capacity.
As We Do Chocolate Company was purpose-built to disrupt this model. The company plans to leverage cutting-edge Italian machinery to produce chocolate at a commercial scale without compromising on quality or purity. By maintaining strict control over the bean-to-bar process, the company intends to ensure traceability, consistency, and flavor excellence, while supporting a more sustainable and localized production ecosystem.
This approach reflects a broader trend toward regional manufacturing and supply chain resilience. By establishing a large-scale production facility in Toronto, As We Do aims to create a reliable source of premium chocolate that chefs and hospitality professionals can depend on long term.
Dual-Market Strategy: Wholesale and Retail
The company’s portfolio has been carefully designed to serve two distinct yet complementary markets: Wholesale Hospitality and Retail/Gifting.
On the wholesale side, As We Do will provide professional-grade chocolate products tailored to the needs of chefs, bakeries, patisseries, and hotels. Michelin This includes couverture-style pellets for easy melting and tempering, cocoa butter, cocoa powder, and batons designed specifically for laminated pastries and baking applications. By focusing on formats preferred by culinary professionals, the company positions itself as a trusted partner rather than simply a supplier.
Simultaneously, the company will introduce a retail and gifting line featuring premium chocolate bars and custom-labeled corporate gift solutions. This consumer-facing segment is designed to showcase the brand’s craftsmanship while building broader recognition. Corporate gifting, in particular, presents a substantial opportunity, allowing businesses to offer high-end, Canadian-made products that align with values of quality and sustainability.
By balancing these two segments, As We Do aims to diversify revenue streams and accelerate brand visibility across both professional and consumer markets.
The Founders: Culinary Excellence Meets Strategic Growth
At the heart of As We Do Chocolate Company is a partnership that blends elite culinary expertise with disciplined business execution. Co-founder Brandon Olsen brings decades of experience in world-class kitchens, including time at The French Laundry, the renowned restaurant founded by Thomas Keller. Olsen has built a reputation as both a chef and chocolatier, gaining widespread attention in Toronto for his visually striking and technically precise desserts, including the celebrated Ziggy Stardust Disco Egg.
Olsen’s transition from chocolatier to chocolate maker represents a significant evolution in his craft. Rather than simply working with finished chocolate, he will oversee every stage of production, from sourcing cacao beans to refining and tempering the final product. This hands-on leadership ensures that the company’s output reflects the standards of fine dining kitchens while remaining accessible to a broader market.
Complementing Olsen’s culinary leadership is co-founder Michael Held, a seasoned entrepreneur with nearly 35 years of experience in strategic growth and capital management. Held previously founded and scaled a digital mental health company from inception to $50 million in annual recurring revenue, ultimately taking it public at a valuation of approximately half a billion dollars. His track record in building profitable, scalable businesses provides the operational backbone necessary to transform a craft-focused concept into a sustainable national brand.
Together, Olsen and Held represent a rare combination of artistry and business acumen. Their complementary skill sets position As We Do Chocolate Company to compete not only on taste and quality but also on operational efficiency and market penetration.
A New Gold Standard for Canadian Chocolate
Brandon Olsen emphasizes that the company’s mission extends beyond launching another premium chocolate bar. Instead, the goal is to redefine expectations within the Canadian market by establishing a new gold standard centered on purity, natural ingredients, and meticulous craftsmanship. Michelin Drawing from two decades in some of the world’s finest kitchens, Olsen observed a consistent need for high-quality, Canadian-made chocolate that could perform reliably in professional settings.
By reclaiming more of the production process domestically, As We Do aims to empower chefs and hospitality operators with a product that aligns with their values of transparency, sustainability, and flavor integrity. The chef-led structure ensures that product development decisions prioritize performance and taste rather than purely financial metrics.
Scaling a Canadian Champion
Michael Held views the opportunity through a strategic lens. Canada’s strong consumer demand for chocolate, coupled with its reliance on imported premium products, creates a compelling market opportunity. Michelin By building a scaled, sustainable, and distinctly Canadian brand, As We Do aims to capture meaningful market share in a category historically dominated by international players.
The Kickstarter campaign launching February 24 serves as the company’s first public engagement initiative. Early supporters will have access to limited pre-sale products as well as exclusive “Chocolate for Life” packages, designed to foster long-term brand loyalty. Michelin Proceeds from the campaign will support the final setup of the company’s planned 15,000 to 20,000 square foot production facility in Toronto.
The factory, scheduled to open to the public in September 2026, will represent a significant milestone in the company’s growth trajectory. Beyond production capacity, the facility is expected to serve as a community-facing space that highlights transparency and craftsmanship in chocolate making.
As We Do Chocolate Company enters the market with a clear mission: to blend world-class culinary expertise with disciplined operational execution, building a scaled bean-to-bar enterprise that redefines Canadian chocolate production. Michelin By uniting craftsmanship, technology, and strategic growth, the founders aim to establish not just a new brand, but a lasting national champion in the premium chocolate industry.
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