Sorry, “the best chocolate” doesn’t exist
melted chocolate drops by NordWood Themes on Unsplash

Sorry, “the best chocolate” doesn’t exist

melted chocolate drops
melted chocolate drops by NordWood Themes on Unsplash

People asking me “which is the best chocolate on the market?”

Working in marketing I’ve been selling this for a while, “the best chocolate.”

Sorry to break it down for you but:                  It’s a lie.

You swallowed the truth pretty good so far. It’s getting better from now on. Let me tell you why you don’t want there to be a best when it comes to chocolate: you would limit your experience. 

Our taste is changing and so is the chocolate market 

Imagine your favourite song from your favourite artist, let’s say, back in the 90ies. Yes, good times. But as we still might enjoy the songs from years ago, new artist have come along since then. Some of our favourite singers, rappers and bands have evolved (others disappeared for the good). Imagine, if you never have listened to anything else but 90ies music ever since. 

Craft chocolate or the fine flavour sector of chocolate is still young and only at its beginning. Because many small chocolate makers are disrupting a market now that has been dominated by big players for long. 

You might have come across a chocolate bar that is different from what you have known before. Or you might have already discovered craft chocolate for you and are looking for the holy grail? The best brand? The best bar? Don’t.

Every origin has its own flavour

Well, this is a broad subject I will dedicate an own article soon. But for those of you unfamiliar with the term single origin – you may think of it like terroir when it comes to wine. When we’re talking about coffee it’s also very common to know where our beans are originated from. For cacao this is still new, though the environment plays a major role for the aroma and taste of a bean. 

For example cacao from Madagascar has distinct vanilla aroma. Piura in the north region of Peru is known for its fruitiness while dry african regions like Tanzania can have an earthy taste and it’s closer to what we know of a chocolate taste. Because most chocolate comes from Ghana and Ivory Coast and that is the chocolate taste we’ve been use to and grew up with. When you then taste a vietnamese chocolate for the first time you’d be surprised by the variety of flavours you have never been exposed to before. 

Everything that plays into the flavour of a chocolate

  • The Origin (climate, soil) 
  • The fermentation process 
  • The roasting
  • The grinding 
  • The tempering and conching
  • How much sugar you add 
  • What kind of sugar (or other sweetener)
  • For milk chocolate: the milk (cow milk, buttermilk, goat milk, nut milks)

And the finished couverture you can still 

  • blend, mix with spices, herbs, nuts etc.

As you can can see the variables are endless and so is gonna be the end product.

  • And last but not least: warehousing – can make or break a bean or a chocolate. 

Each chocolate maker brings his own handwriting

Chocolate making is an art. Like a writer, singer or photographer every creator wants to wake your emotions a different way. Every chocolate maker will bring his own handwriting and signature.

This piece of expensive craft chocolate that is now melting in your mouth? Someone has put all their passion into crafting this for you to enjoy. But I will tell you yet another secret: even chocolate makers do not have a favourite of their own. Because in a different mood we’re seeking a different kind of comfort. As you have a different playlist for when you need to focus, when you are working out or are heart broken, you seek a another taste. How we taste things differ even during the day, depending on what we are eating and drinking. What might be your favourite to enjoy on a friday night with a glass of wine is something else you want and need at 10 am at your desk.

Your next favourite song

There is so much more to explore in chocolate. Why would you limit your taste experience? Why would you want to find the best chocolate and stop there? Don’t settle. Chocolate is the easiest way to take our emotions on a journey. Close your eyes and wander …


Wanna know more?

Read the basics on "What Is Single-Origin Chocolate?" and  

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Keto-Chocolate or a lesson on food marketing
Photo by Szabo Viktor on Unsplash

Keto-Chocolate or a lesson on food marketing

Photo by Szabo Viktor on Unsplash

I performed a deadly sin on the internet: bashing an other account and getting into an argument in the comments.

It got me nothing and nowhere. It solved nothing. But it taught me a valuable lesson on food marketing.

What happened that upset my harmony-loving soul? A shitty chocolate that came with the label “keto-chocolate”. It tasted horrible.

(For those not familiar with the topic, the ketogenic diet – short #keto –  is low in carbohydrates and avoids sugar. But you still wanna have your treats, your cake and basically don’t change anything about your lifestyle but to be thin and super-productive, just like those fitness-influencers.)

Beside the fact that one simply destroy every taste by adding artificial sweetener – seriously, it makes chocolate taste like nothing. After a while comes this dominant taste of Erythritol, and that’s it. You might as well skip the part of making a chocolate.

What upset me about it was that ppl. are probably willing to buy this shitty chocolate for an expensive hipster-price, just because their marketing is so good.

While I spent my time spreading the word why you should spent more money on your chocolate to be direct traded and good for the planet, bla bla bla. I should accept, that there are people that simply don’t care.

Ppl. will buy shit for premium prices that promise to make them happier, skinnier, more productive or whatever. They don’t care if your chocolate or speciality coffee is direct traded, grown in environmentally friendly circumstances or monocultures, single origin or a blend of everything. They don’t care about your product. They care about themselves.

So what kind of lifestyle do you sell?

How do you get the people that are paying premium prices for expensive shitty chocolate (or coffee), to buy your expensive good bean product instead? You don’t. They simply want other things. They are not your tribe. They are not your customer. Don’t bother.

Continue Reading Keto-Chocolate or a lesson on food marketing

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