Sat 25 Apr 2009
In the past few years, chocolate has gotten pretty complicated and high-minded. This is a fad, of course, but since I like — i.e., adore — dark chocolate, it’s a boon to go into a grocery store like Fresh Market or Whole Foods and see the array of producers and the almost infinite variety of products. Of course everyone offers plain dark chocolate in a range of “darkness,” usually listed as a cacao percentage, but they also seemingly compete to deliver combinations that range from delicious but mundane, like dark chocolate with roasted coffee nibs — I never noticed coffee having nibs — to infusions that are daring and sexy, like the famous and decadent “Mo’ Bacon” chocolate bar from Vosges, which indeed incorporates bacon in its make-up.
Many of these companies espouse worthy causes, utilize organic methods and and support fair trade. You’re not merely buying a chocolate bar; you’re buying (or buying into) a philosophy. Not surprisingly, quite a few of these chocolatiers are on the West Coast.
O.K., so I stand in Fresh Market and read all the text on the back of these various chocolate products, all about where the chocolate came from and the name of the estate and so on, and that’s all become standard stuff, but on the back of a bar of Chuao Chinita Nibs (“Dark Chocolate Bar with Caramelized Cacao Nibs and Nutmeg”) was a term I had never seen on the package of a chocolate bar:
Now I know that slavery is a grave problem in many parts of the world. Sexual slavery is rampant in Southeast Asia, labor slavery is found in many parts of Africa, women from former Soviet republics are sent to America to be nannies and maids in an indentured servant situation. Slavery is real, and it’s serious.
Considered from a marketing standpoint however — and what between the shining seas cannot be considered from a marketing standpoint? — Chuao, based in San Diego and run by two Venezuelan brothers, has scored a coup. If no slaves were employed in the farming and harvesting of the cacao that goes into the Chuao Chinita Nibs, what about all the other gourmet chocolate bars whose cacao originates in South and Central America? I mean, I might have to buy no chocolate other than Chuao Chinita Nibs just so I know there’s no chance that I might be supporting slavery.
Look at it this way. When a box of crackers or chips states “No Gluten” on the package, we know that assertion establishes a contrast with all the other cracker and chip products that do contain gluten because they’re made either completely or partially from wheat. I mean, when was the last time you saw a box of Ritz crackers or a package of Chips Ahoy — both names being hallowed trademarks and I mean no disrespect — that said “Gobs o’ Gluten!” Well, no. There’s a thin but discernible line between promoting and warning.
My point is that Chuao Chocolatier has, with this tiny gesture, cast doubt on all the other chocolate producers that do not tell us that no slaves were involved in the production of their cacao.
Think of that the next time you stop at the Pac’N’Snac to pick up a Snickers.
My linkedin profile.