Perception is Reality, Even in Chocolate

As the bean-to-bar chocolate market grows, the presence of sustainable and ethically produced chocolate facilitates meaningful and impactful purchasing decisions. Having greater access to chocolate that is fairly traded and meticulously crafted, has triggered consumers to take a step back and question their own preconceptions and chocolate reality.

We move through each day consciously receiving information, forming opinions and making decisions that often have far greater effects than we may realize. It is because of these greater effects, that making informed chocolate decisions calls for deeper insight and awareness into the role of West African cocoa farmers. Our decisions shape our reality.

West African Cocoa and Chocolate

In his AMA series, Why Not West Africa, author and expert, Clay Gordon, points out that “most consumers ‘like’ (even ‘prefer’) the taste of chocolate made from West African cocoa beans”.

“This applies to individuals on a global scale. It is incredibly likely that the chocolate you consumed when you were growing up was made from West African cocoa.”

The first Single Origin Bean-to-Bar Ghanaian chocolate I remember tasting was a TCHO 70% bar and it remains in my memory distinctively. Initially due to the titillation of my taste buds but also by the newfound realization I had with respect to Ghanaian chocolate: It’s really delicious!

Representing over 70% of the cocoa output worldwide, Ghana and Ivory Coast deserve particular recognition. From an economic standpoint, it would make sense to assume that the larger portion of the specialty market offerings be attributed to African terroir. From a ‘fine flavor’, ‘specialty’ standpoint, this has yet to be explored.

Sadly, they remain largely unnoticed for their vital role and hard work. The most troubling disparity that is presented today is that most of the ethically sourced specialty chocolate offerings do not originate from the world’s largest cocoa supplying countries.

‘Fine flavor’ and specialty chocolate has predominantly been drawn to origins that underscore more sophisticated, bold, and unique flavor notes. Vibrant profiles that guide us on uncharted experiences of savor and taste, which are not considered to be found in West African cocoa beans. Perception of West African cocoa has not yet attained that status.

Industry Future and Growth

Bean-to-bar chocolate leader, Moka Origins, successfully celebrates cocoa farmers globally, with a unique focus on African origins. MOKA has emerged from a mission to support their farming communities in Cameroon first. Through impactful initiatives of job creation in tandem with environmental/social programs, they have created an incredible company based on integrity and community. Their purpose is simple and their determination is clear. MOKA has gone the extra mile and stepped up for the ones that matter, so that everyone who works behind the scenes is appreciated and recognized.

Being left out of the bean-to-bar chocolate movement has created an urgent need to highlight the delicacies of African origins. As the industry grows and expands, it is imperative that we adopt a forward-thinking mindset that can enable it’s growth.

We need change leaders like MOKA, who will guide us in making decisions and take action that can better the lives of individuals within the supply chain,

because yes, what you buy, has a significant impact, far greater than you may know. Even in chocolate.