Why chocolate? In 2018, chocolate consumption worth about 828 billion USD in USA. Per capita consumption was about 5.5kg and 8.5kg in USA and Germany, respectively. The main driver for such higher chocolate consumption in Europe comapred to the USA is the flavour. A keynote speaker, Carla Martin, Founder and Executive Director of The Fine Cacao and Chocolate Institute said it is not just chocolate, “it is a flavour that has value”. “The best flavour shows status, enjoyment and so on but, farmers get less credit on it.” The best flavour of the food can be used as a factor to express originality and status. However, the question is are farmers getting the right profit value of their cacao?
Youtube video: Carla shares her love & enthusiasm for cacao