We recently posted a video on our Instagram page @manoachocolate stating that Craft Chocolate is about making the best chocolate rather than the most chocolate.
The response was healthy and people were in agreement that this was in-fact true. But there was one outlier that took negatively to the video saying: "Not sure how much longer you guys can call yourself “Craft”. You ambition seems to more market domination, than artisan. The large scale machines, Wholefoods distribution and marketing budgets are close at hand. Just sayin"
In response to the comment, this provided a great opportunity for us to bring to light some of the most prominent features that put the craft into craft chocolate. Here are some facts about our brand that we believe validate a company calling themselves "craft chocolate."
- Compared to industrial chocolate factories, we are minuscule and considered "small batch." For example, we went through 15 metric tons of cacao beans in all of 2018 - whereas a typical industrial chocolate factory will roast about 3 tons per hour. One of the largest Craft Chocolate makers in the industry did about 164 metric tons in 2017, which is still a drop in the bucket in comparison to industrial chocolate.
- Industrial chocolate factories are looking to manufacture chocolate so that the chocolate always tastes the same, whereas we are passionate about making single origin chocolates in which you can taste the qualities of the terroir from harvest to harvest - like wine.
- We have real chocolate makers at the helm roasting the cacao beans, tasting while they roast. We alter roast profiles depending on the origin to accentuate the inherent, unique flavors of the cacao. This is an art, not programmed machines doing the work.
While the commenter was right in that we have ambition to become a global brand, it's because we want to help make a name for Hawaii in the world of fine chocolate, as this will help create local farming, forestry, and manufacturing jobs for the state. With a global perspective in mind, the larger a Craft Chocolate company becomes, the more impact it has to inspire and alter the perspective of chocolate as a candy bar, to that of a fine food.