While the premium category is the niche of the chocolate industry destined to grow the most for a customer leaning on transparency and sustainability, a critical factor to expose ultra-premium chocolate to a broader audience will undoubtedly be price. With a reasonably-accessible price, in fact, the impact on expanding the appreciation for high-quality chocolate can be disruptive, since less education will be required to convince people to pay more to get a superior product to taste and share. Such is the strategy of Madécasse Chocolate after its recent rebranding as Beyond Good.
“To make single-origin organic chocolate with USDA-certified Criollo cacao at the source in Madagascar, working directly with 97 farmers, and a plant that turned out over 750,000 bars exported and distributed in the USA and rest of the world in 2019.
Our new Beyond Good branding speaks to our quality and mission better,” told me on a chat Bill Height, Director of Sales at Beyond Good by Madécasse.
“We are the only American company with heirloom chocolate production in an HACCP-certified facility in Africa, so we can bypass multiple collectors and supply chain steps, paying our farmers at least 5 times more the industry standard.
The path to long-lasting cocoa sustainability is through fine flavor, and producing at origin will allow our farmers to be more aware and connected with what they provide. To reach the highest impact on the market, we estimate to double our chocolate production by the end of 2020.”
With such the mission, the promise on the chocolate tasted has already been exceptional. More about the impressions in the following round.