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How to choose your chocolate wisely this Valentine’s Day

Hear from Acumen and ARAF investees (and our resident cacao connoisseurs) on how to be more conscious with your chocolate choices. We talked to Emily Stone of Uncommon Cacao and Tim McCollum of Beyond Good about the upcoming holiday.

By: Acumen
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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 two cocoa companies, Emily Stone of Uncommon Cacao and Tim McCollum of Beyond Good, 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.

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.

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.

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.

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.