How to choose your chocolate wisely this Valentine’s Day

Choosing chocolate is an opportunity to make a difference. Behind every chocolate bar is a cocoa farmer facing mounting challenges—from the effects of climate change to unfair supply chains that leave them with a fraction of the value they create. When consumers opt for fair and transparent chocolate brands, they send a powerful message: farmers deserve fair pay, sustainable livelihoods, and support to adapt to a rapidly changing climate. Every conscious choice helps build a more just and resilient cocoa industry. 

We spoke with the CEOs of three cocoa companies, Emily Stone of Uncommon Cacao, Tim McCollum of Beyond Good, and Alejandro Gomez of Cacao Hunters to get their take on what chocolate lovers should know when buying and consuming chocolate this Valentine’s Day. Here’s what they had to say. 

Q. Is Valentine’s Day still a big deal for chocolate companies? 

Emily: Yes! Valentine’s Day is the first big chocolate holiday of the year, after the short break post-December holidays. According to the National Confectioners Association, 64% of all total chocolate and candy sales can be attributed to the category’s big four seasons – Valentine’s Day, Easter, Halloween, and the winter holidays. So many people are looking for special gifts and treats for their loved ones and for themselves (#selflove!), and the nostalgia of enjoying Valentine’s Day candy and chocolate propels consumers to seek out both familiar and novel delights on this holiday.

Tim: It is. Lots of people are looking for gifts, and chocolate is a universal gift. If well-chosen, it has more meaning than other gifts. I’m not talking about the cheap heart-shaped box you see at Walgreens.

Alejandro: It is for sure a big deal. It’s the moment our customers dedicate their minds and hearts to share love and gratitude. It’s an honor for us that Cacao Hunters is a way to communicate and share these thoughts. The holiday also helps bring seasonality to chocolate and cacao production. Valentine’s Day helps put us who are in the tropics in place to generate products and experiences for our customers that we otherwise wouldn’t be rushing to deliver.

Q. What do people need to know when they are gifting chocolate this Valentine’s Day?

Emily: Chocolate has come a long way from what you might remember enjoying as a kid. Once you try chocolate made with high-quality cacao and minimal ingredients, the other stuff truly does not taste the same. That doesn’t mean your only option for high-quality chocolate is a dark chocolate bar. There are many companies around the U.S. and the world producing luscious bonbons, chocolate-covered nuts, candies, milk and white chocolates, and baked goods with exceptional quality chocolate. Check out the companies in the #cocoacommitment guide for some amazing examples!

Tim: Most chocolate in the U.S. is purchased on impulse. Gifting Valentine’s Day is much different. It’s a gift for someone you care deeply about. So you put some thought into it. People reading this are more likely to be aware that not all chocolates are created equal, in terms of flavor depth and origin. And they are likely aware that most chocolate brands on grocery store shelves enable a corrupt and manipulative global chocolate industry to get away with terrible things. So, if you’re going to put any thought into buying chocolate as a gift, a little light research on the brand you’re gifting may help.

Alejandro: Gifting chocolate on Valentine’s Day is not only between two people; it’s a whole community and supply chain. In this case, the base of the story is suppliers, producers, and farmers who have worked the land for months to be able to have that chocolate on time and make it a good gift. Knowing the taste, ingredients, origin, impact, and care of how chocolates are made is key to gifting in a better way.

Q. If there’s one thing you want customers to remember this Valentine’s Day, what is it? 

Emily: Look for minimal ingredients in the chocolate! The best chocolate bars only have three: cacao, sugar, and cocoa butter (plus milk, if it’s milk chocolate). These chocolates are often made by bean-to-bar or “craft” chocolate makers who manage the entire process in-house.

Tim: Chocolate is a great gift. But only if you put a bit of thought into it. NO HEART-SHAPED BOXES.

Alejandro: Customers should remember where the chocolate comes from and why that chocolate as a gift is relevant. There can be many good chocolate options, but if you bring a story of impact, generosity, and authenticity, it’s going to be a better experience for that Valentine – and it’ll be remembered!

Q. What is one thing consumers can do to consume chocolate more consciously this Valentine’s Day? 

Emily: Find your local chocolate maker! There are fantastic bean-to-bar chocolate makers in every single U.S. state and Canadian province. Google “bean-to-bar chocolate near me” to find a new local company you can support.

Tim: Buy a gift from a chocolate brand featured on Acumen’s cocoamitment chocolate awareness campaign.

Alejandro: Choose chocolates that bring benefits to everyone. We have forgotten how tropical cacao is. And how far away from the tropics chocolate is. Getting chocolate close to where it’s made allows the real people behind the product to benefit from it.

Make a cocoamitment

Choosing better chocolate is more than a personal indulgence—it’s a way to support the farmers who make it possible. Explore Acumen’s #cocoamitment campaign to learn more about the challenges facing cocoa farmers and discover some amazing brands that are making delicious, premium chocolate while doing right by farmers.