From lemonade stands to national recognition, Mike Maddux (’83) has achieved remarkable success with Moonshine Mountain Cookie Company. His entrepreneurial journey began long before the company was founded. As a child, he sold Kool-Aid and mistletoe. Now, as the owner of Moonshine Mountain Cookie Company, he’s earning national recognition from USA TODAY. Maddux’s career has been shaped by hard work, faith, and the foundational skills he developed as a student at the University of Tennessee, Knoxville.
Early Inspirations and UT Experience
The skills he acquired in the classroom have proven invaluable in the business world. As a trained communication professional, Maddux notes that his time at UT has influenced his approach to running his business, giving him the courage to believe in himself and the confidence to take calculated risks.
“The ability to write a well-crafted business letter was developed in a business letter writing class, the skill to present effectively to peers, colleagues, and business partners was honed through campaign presentations and public speaking classes, and my understanding of how to communicate our unique selling proposition through well-designed ad campaigns was a key takeaway from my courses,” he says.
Maddux met both his wife, Robin, and business partner, Rick Dunlap, while at UT. Maddux and Dunlap were college roommates, while Maddux and his wife have been married since 1986. The three have jointly owned a variety of businesses, including Moonshine Mountain Cookie Company.
Humility, honesty, hard work, intelligence, and the importance of praising others when the opportunity arises are the foundation of his leadership and have contributed to the growth of Moonshine Mountain Cookie Company. Maddux shares that he always strives to do the right thing.
“My strategy has always been built around my core beliefs. Those things I was taught at home and church,” he shared. “Don’t cause conflict, but if it arises, don’t stick your head in the sand, and do unto others as you would have done unto you.”
At an early age, Maddux realized he wanted to own his own business. From running lemonade stands to mowing lawns and selling mistletoe and garden vegetables, his entrepreneurial drive was evident.
“I was born an entrepreneur; I just didn’t know that word or how to spell it,” he said. “It never really mattered to me what kind of business it was as long as it was ethical, moral, legal, and provided a great product or service that allowed me to support myself.”
Lessons from CCI
Like many others during his time at UT, Professor DeForrest Jackson had a significant impact on Maddux. It wasn’t so much about Jackson being an entrepreneur but rather about how he explained to his students how to navigate real-world situations and prepared them to bring their A-game when called upon.
“DeForrest had a distinguished career with Coca-Cola and led the Sprite division for many years. He had real-world experience at the corporate level of a large multinational business. After retiring from Coca-Cola, he came to UT’s College of Communication and Information. He was a colorful man with an enthusiasm for teaching young people,” Maddux recalled.
Maddux described Jackson’s advertising class as eye-opening, sharing that there were many lessons he learned from it that he would later apply in the business world.
“He told us at the beginning of the year that there would only be one A grade given in the entire class, regardless of how well everyone did on their projects. His rationale was that in the real world, no matter how good each advertising campaign was, only one ad agency would get the contract. Lesson learned,” Maddux explained.
Maddux also shared a less enjoyable experience with another faculty member, which proved to be equally important and taught him another valuable lesson in business.
“I had a professor whom I didn’t particularly like, and she gave me a low score on a major project. I followed her to her office to complain about the grade and express how much time and effort I had put into that project. She looked me in the eye and clearly communicated that she didn’t care about the effort or time I put in; she cared about the results. Lesson learned,” he said.
Both professors taught Maddux about real-world accountability and how to navigate it early on in his college career. He says that as a business owner, he has faced many challenges, and along with these lessons, his faith and the encouragement and support given by his wife and family have helped him get through them.
Building Moonshine Mountain Cookie Company
Moonshine Mountain Cookie Company started as a simple promotional idea in 1988 at a pizza shop in Knoxville, where a homemade cookie recipe quickly won over customers. What began as a local favorite soon expanded into gift boxes, parties, and events throughout Tennessee. After years of support from family and friends, the business officially launched with a mission to handcraft gourmet cookies using premium ingredients, some of which even include a splash of authentic Tennessee moonshine. Today, the company operates three locations in Knoxville, serves corporate clients in Nashville, and ships nationwide, offering customers a unique and nostalgic taste experience with every bite.
Advice for Future Entrepreneurs
Maddux offers candid and hard-earned advice for students considering a leap into entrepreneurship. He emphasizes the importance of understanding what starting a business will mean for both them and their family.
“You will work harder for yourself than you will ever work for someone else, even if you are an exemplary employee,” he warns.
He highlights the personal costs of starting and sustaining a business, including hard work, stress, lost leisure time, and social sacrifices. For students interested in business ownership, he strongly encourages gaining firsthand experience, even if it involves taking a part-time job in that specific industry.
“Merely reading about an industry before jumping into it will not prepare you properly for success,” he states.
Above all, Maddux stresses that resilience is essential.
“Be resilient and bouncy! You will get knocked down emotionally, physically, and financially at times, but you have to bounce back up and keep going,” he advises.
He reminds entrepreneurial students that, while financial rewards may take time, they must realize there are other meaningful definitions of success.
“Personal satisfaction in the product or service you offer, the positive impact your business has on the community, and the opportunities your business creates for others can all define success,” he shares.
Maddux recently had the opportunity to speak with an entrepreneur class at the Anderson Center in the Haslam Business College.
“It was fun and very nostalgic for me. I was able to walk around campus by myself afterward and take in the sights of how the campus has changed over the 40+ years since I was a student at UT,” he noted.
In addition to receiving the Rocky Top Business Award, Moonshine Mountain Cookie Company was recently named one of the Top 10 cookie stores in America by USA TODAY. The company has four locations: West Hills, Farragut, and Fountain City in Knoxville, as well as one location in Pigeon Forge.
You can learn more about all 64 of the 2025 winners of the Rocky Top Business Awards here.