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After years of contemplating and examining what exactly is “local,” specifically in relation to chocolate, I came to realize there is a big paradox going on here. As well, I have concluded that people who really and truly consider themselves hardcore “locavores” in countries that are more than 20 degrees north or south of the equator wouldn’t eat chocolate at all. But they do, and that’s why this matters, at least a little bit! If you truly insisted on being a locavore, say, eating foods that originated from only within a 100 mile radius from your home, then you’d have to give up a lot. In fact, many of us might evens starve as many urban areas in the US are far larger than the agricultural space within a 100 mile radius around them can support. That aside, let’s continue with the matter at hand.
Unfortunately, I have come to the conclusion, through my analysis of the issues regarding “locally”-made chocolate, that if you’re not local, it does not help sell chocolate in the US. That’s why we closed up Aequare. I do think that if we had had a store in the US, a mere geographical presence, a physical location, to sell from and to tell our story from, it would have helped our sales tremendously and may be made our story viable. But putting up a website these days, doing some marketing, and getting favorable blog reviews is just not enough. If you don’t have a massive marketing budget, most websites are akin to a billboard in the desert-hardly anyone can see it, let alone find it-and if they do, they’re most likely to just keep on driving by.
It really comes down to this; do you want to spend your money on a product that is helping with local employment, contributing to economic activity in your backyard/neighborhood/town? Or, in the model we were trying to implement, would you rather support the “local” economy in a developing country, where the need for increased economic activity, livelihoods, and incomes is probably far greater than in your own backyard? The latter is just not compelling enough of a story for the average consumer.
Specifically, our aim was to produce chocolate in the country of origin, thereby helping create economic activity in the local economy, while at the same time also contributing to economic activity in the country of sale…We wanted to add value in the country of origin-one of the major issues facing developing countries like Ecuador is that while resource rich, most of those resources, in the form of commodities, are shipped out of the country before being processed, and thus most of the added value is added in the developed world. Making this complicated concept clear to our customers eluded us and probably completed eluded most consumers, and simply never got through.
The average consumer has a much easier time and is much more willing to immediately buy into the “Fair Trade” “Organic” or “RF Alliance” label immediately, rather than the whole idea of direct trade, “value added” in the country of origin (a way too academic idea, I think, for most consumers, and one that requires too much explanation), which was the Aequare story. Another big problem is that unfortunately, I think many consumers in the US and Europe, for whatever reasons, associate FT or Organic or RF Alliance with premium quality, which is not the case at all, and the products are sometimese even inferior in taste and quality to conventionally grown products.
Is it better to by a chocolate product produced in the US, with chocolate made most likely made from either a US or European-based multinational, who buys beans on the international commodities market and then ships them to whatever country for processing? BTW, I have seen “Swiss” labeled chocolates, sold by Albert Uster, now being made in South Korea! And where was the chocolate processed? It is just this distorted, crazy movement of materials from one place to another that we were trying to avoid.
Another issue regarding local, and in our case, “single origin” as in only from Ecuador, and for that matter, only from some specific farms in Ecuador, is that there is little to no regulation (at least that I know of, please advise if I’m mistaken) about calling your chocolate product “single origin.” So you might have a bar with 70%, 60%, or even less beans from a single origin being mixed with beans from other parts of the world, and not even know it. Who controls this? Who regulates? It’s basically up to the manufacturer to prove where the beans in their “single origin” chocolate are coming from…if they can.
I think the best anyone can do, especially when it comes to chocolate, is to try and source as much of their materials for their final products (including packaging and services such as advertising, marketing, copywriting, etc) from nearby sources. But with the Internet, it’s hard to say if all this effort for local somehow has lost a great deal of meaning…