What is “Good” Chocolate?

 What is “Good” Chocolate?

It could be a handful of crunchy peanut M&M’s, a spoonful of Nutella or a dense fudge truffle. Any chocolate that satisfies you, makes you smile, or simply fills an emotional craving qualifies as chocolate worthy of eating. Emotions, not just taste, play a surprisingly large role in how we connect with food. So, if chocolate is speaking to you, answer with enthusiasm. Eat the chocolate you like!


Be warned, though, chocolate has changed since you were a kid. Mostly in a good way. And don’t worry, your lovable snack favorites are still here, eager to lend comfort at a moment’s notice (we’re looking at you, Reese’s!) The biggest change in chocolate? In 2020 there are more choices. Good choices, and lousy choices. Sometimes chocolate is just candy. Other times? Chocolate, as it was meant to be, can be magic. How to find that magic? It surprisingly starts with a cacao tree. Yes, chocolate grows on trees. And the long journey to the melted morsel on your tongue begins with a dedicated farmer. Because every single cacao fruit in the world (known as a pod) is harvested by hand.

Your taste buds and your food choices don’t need someone else’s approval.

If you follow the rugged path of the cacao beans, from tree to chocolate bar, you’ll be amazed. Along the way you’ll find chocolate charmers who lovingly transform just two simple ingredients, cacao and sugar, into chocolate that will nourish your soul. A two-ingredient chocolate that is unapologetic and authentic-to-its-roots with the potential to change how you see and taste chocolate. It’s called bean-to-bar (or craft chocolate), and the simplest analogy is craft beer. The goal: to let you, the customer, taste the tropical ingredient as it was meant to be.

Chocolate doesn’t have to be fancy to be good. It doesn’t need a ruffled box. Sometimes all it needs is inspiration to transform a dried bean from a fruit into something to be savored. And other times, it’s comfort food in a familiar package.


Your taste buds and your food choices don’t need someone else’s approval. It’s important to remember: taste perception is a highly personal journey. You are your taste. There are chocolate guides & experts who can navigate you through tasting the chocolate landscape. But no one, except you, can define what you like and don’t like in a chocolate.