Most chocolate consumers don’t consider where their chocolate is coming from. Those of you reading this blog are already ahead of your peers, because you’re educating yourself about the process, about what it takes to bring those tasty bars of chocolate to your tongue.
Even then, the majority of what I’ve covered so far involves the processing end of chocolate, once it’s considered cocoa. However, there’s a whole world of chocolate that occurs before the beans are hard and dry. That’s the world of the cacao farmers. I’ve discussed the importance of knowing the supply chain of your food, and the concept of slow food. It’s also important to consider the individuals who plant the cacao trees, cut down the cacao pods, and open them up to ferment and dry the cacao beans.
Recently, a video of a cacao farmer tasting chocolate for the first time went viral. The video was produced by Dutch news outlet, Metropolis. NPR covers the story focusing on the divide between producers and consumers. Metropolis also covered the other end of the story: what Dutch chocolate consumers feel and know about the plant their chocolate came from.
A few chocolate-makers are already paying close attention to the farmers, incorporating them into their decision-making process, and ensuring that their voices are included at the table of the chocolate industry. For example, SPAGnVOLA in Gaithersburg, Maryland, is a vertically integrated chocolate business. They own their own farm in the Dominican Republic and control every part of chocolate production, from branch to bar. I highly recommend taking a look at their single estate system and impressive impact strategy. Eric Reid, CEO and Founder, explains his strategy on a visit to Nigeria here.
Additionally, Askinosie Chocolate in Springfield, Missouri, provides one of my favorite models for a chocolate company. They practice direct trade (something we’d love to do here at Root Chocolate). They also incorporate the farmers they work with in their financial decisions with a strategy they call “a stake in the outcome,” and provide community development support through “a product of change.” Shawn Askinosie also operates Chocolate University, teaching local kids the ins and outs of chocolate and leads trips to Tanzania to share the chocolate journey with those who produce the chocolate in the first place. Shawn gave a commencement address to Missouri State University in December 2011 that still gives me chills.
We’d love to meet these exemplary leaders in the chocolate industry some day! Both Eric Reid and Shawn Askinosie consider the well-being of the cacao farmers just as important as the rest of the chocolate-making process. And frankly, chocolate wouldn’t happen without them, so we agree!
In a recent conversation with Yellow Seed about importing cocoa beans as a network of chocolate makers, an interesting idea came up. What if, just like we chocolate-makers choose which farmers or co-ops to source our beans from, the farmers themselves have the chance to decide which chocolate-makers to sell their beans to? In other words, why not provide some agency to the farmers in the process?
In this world of international trade, inequality, and scarcity, I’m still working out how to best incorporate the interests and voices of the cacao farmers into the chocolate we produce. Thankfully, there are leaders in the industry like SPANgVOLA and Askinosie. If you have additional ideas, please feel free to comment below!