Frederik Martinsson realised his lifelong dream by founding Standout in 2018 in Sweden. He worked for 10 years as an engineer in the automotive industry before joining the emerging coffee scene in the 2010s. His expertise in engineering and his specialisation in coffee gave him the keys to launching his craft chocolate business. It was when he was developing creative new coffee ranges (from farmer to roaster) that he discovered the Bean-to-Bar movement.

In 2017, he decided to join the craft of chocolate, fascinated by the variety of flavours and the impact it could have on people's lives. He then applied his vision to chocolate, respecting high ethical, social and ecological standards. Frederik takes a holistic approach to chocolate, applying his values and his eye for detail to every aspect of the design. He wants to make as much of a difference to the co-operatives and farmers who produce the beans as to the FSC-certified packaging and biodegradable and compostable packaging. Frederik takes a holistic approach to chocolate, applying his values and eye for detail to every aspect of the design.

Standout likes to produce two types of chocolate: those that represent the expression of cocoa in its purest form (bars with two ingredients, cocoa and cane sugar) and those that celebrate creativity and in particular the Nordic spirit with unexpected or harmonious combinations.