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The Wonderful World of Chocolate

The Wonderful World of Chocolate. The Chocolate Production Flow Sheet. A Brief History of Chocolate. How did chocolate become integrated into European culture?

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The Wonderful World of Chocolate

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  1. The Wonderful World of Chocolate

  2. The Chocolate Production Flow Sheet

  3. A Brief History of Chocolate How did chocolate become integrated into European culture? • The cacao tree is a small tropical tree native to Mesoamerica, and the beans it produced were once prized and even used as currency throughout Aztec and Maya cultures (Norton). • Spaniards became acquainted with chocolate as they invaded Mexico in the early 1500's and brought it back to Europe (Norton). • Most of the cocoa in the world was exported from South America for the next few centuries, as this is where it grew as an indigenous plant (Bentley et al.). • By the 19th Century Ecuador was the world's main producer of cacao (Bentley et al.)

  4. Global Cocoa Export 1765-1913

  5. However... • In the early 1900's Europe began eating chocolate as a solid candy rather than the bitter drink it had been so long consumed as. This drove up the demand and South America began competing with the vast amounts of cacao beginning to be grown in British West Africa, especially after 1930 • Interestingly, West Africa, most notably the Ivory Coast and Ghana, now provide about 60-70% of the world's cocoa, rather than South America, where its popularity originated.

  6. “Shade-Grown” Cacao • What does it mean? • The cacao plants are intercropped among other plants, even other cash-crops like bananas, which provide shade and other benefits What are the benefits? • Little fertilizer is needed, as the shade trees provide needed mulch • Greater biodiversity • Low levels of chemical inputs needed • Shade trees like bananas may provide farmers with an added product they can sell • Protection from physical impacts of precipitation and may therefore reduce soil erosion • Avoid deforestation

  7. “Fair Trade” Cocoa What does it mean? • “ Fair trade is a trading partnership based on dialogue, transparency, and respect, which seeks greater equity in international trade” (Moore). What are the benefits? • Improves the livelihoods and well-being of producers. • Raises awareness among consumers of the negative effects on producers of international trade. • Campaigns for changes in the rules and practice of conventional international trade. • Protects human rights by promoting social justice, sound environmental practices, and economic security What are the 'costs'? • Fair Trade certification costs money for the producer • “when products are sold in highly volatile work markets and in competition with conventional products, a guarantee of a return from the investment is limited” (Moore).

  8. Child Labor and the Politics of Chocolate 60% of the world’s cocoa comes from west Africa- 40% from Côte d’Ivoire There are over 100,000 child laborers in Côte d’Ivoire Slave trafficking from Burkina Faso and Mali Causes Poverty Culture Ethnic conflict

  9. The Harkin-Engel Protocol (2001) • 2001 Farm bill amendment would have created certification and labeling system for ‘slave free’ chocolate • Failed to find support in Senate after lobbying by chocolate industry • What the Protocol did: • Attempted to certify half of all production by 2008 • Has failed due to lack of standards and enforcement • 2008 Joint Resolution relies more on Côte d’Ivoire and Ghana’s governments to enforce • Problems yet to be addressed: • Lack of standards and enforcement mechanism • Environmental degradation • Poverty • Problems with West African governments The Joint Resolution being signed in 2008

  10. Environmental Effects Pesticides The use of pesticides on cocoa trees is very problematic due to the delicate nature of the crop Types of Pesticides used • Fungicides - for crop diseases • Herbicides - kill weeds • Insecticides - control insect pests • Rodenticides - kill rats and mice Protection against CrinipellisPerniciosa(witch broom disease that affects specifically cocoa trees ) This disease causes considerable amounts of damage. It affects the entire tree. It causes the tree to wilt and destroy the cocoa pod. This disease is responsible for the decreased production of cocoa in Brazil. In 10 years, Brazil cocoa production decreased almost 300,000 tons due to the witch broom disease . using a thermal fogger to kill pests before closing a cocoa container

  11. “Big Chocolate”Actors in Chocolate Manufacturing Kraft Kraft became a large competitor in the chocolate industry when they purchased Cadbury Limited in March of 2010. Cadbury was a large international chocolate firm that began in 1824 as a one man store in Birmingham, England. Like the history of chocolate Cadbury’s main focus was on drinking chocolate but as consumer’s tastes evolved so did then company. Cadbury’ is the sole reason why Kraft is considered to be in big chocolate. Cadbury sold for 18.9 billion dollars Nestle Nestle headquarters is in Vevey, Switzerland and is considered to be the world’s largest food and beverage company. Nestle has been around since the 1860’s and only stepped into the chocolate realm during the 1920’s. Nestle has made major acquisition to expand their company, most notable was the purchase of Carnation in 1996.

  12. “Big Chocolate”Actors in Chocolate Manufacturing Hershey’s INC Hershey is the leading snack food company and the largest American manufacturer of chocolate. Milton S. Hershey started his company in 1893 and became the first American company to produce milk chocolate. Mars INC Mars has not only been able to excel in the chocolate industry but also has products in snack foods, pet care, drinks, electronics and information technology industries

  13. Political Unrest In January 2011 The Ivory Coast called for a month long ban on Cocoa Exports that caused a 20% increase in cocoa prices AlassaneOuattara, the internationally recognized winner of the November 2010 presidential election suspended exports because his political rival, Former President Laurent Gbagbowould not accept defeat. Gbagbo runs his military with profits from cocoa sales. By banning exports for a month President Ouattara hopes to cut Gbagbo off financially and will force him to leave. Big Chocolate firms were not affected by the increase in cocoa prices. However there has been increased violence in the Ivory Coast due to the month long ban In 2011 Cocoa has hit a 32 year high in prices do to the export ban but many financial exports predict a decrease in prices over the next two quarters

  14. CHCOLATE: Image and Marketing

  15. Image: • Chocolate as pleasurable reward and a guilty pleasure • Kraft Jello Temptations

  16. Mar’s M&Ms: Whimsical • Nestle Kit Kat Bar: “Give me a break” • “Kitto Katsu”

  17. Marketing Trends:Chocolate as Health Food • Dark Chocolate • High Magnesium • Polyphenols • Theobromine: Mood Booster • Phenethylamine: Pleasure • Anandamide: Elation • Serotonin Boost: Anti-Depressant

  18. Nestle’s Cocoa Plan: Sustainability • Assist developing countries • Teach sustainable growing techniques • Educate children • Improve profits • Invest CHF 110 million, CHF 60 million last 15 years • Research and Development Centre in Abidjan, Côte d’Ivoire

  19. Joan Steur’s Top Ten Trends • “Chocolate with a Purpose: Ethical, Pure and Sustainable” • Artisanal Micromanufacturers • Hot Chocolate Variants • Salt Caramels 5. Old Classics • Economy Size • Alcohol filled

  20. Joan Steur’s Top Ten Trends Continued 6. Chocolate Flavored Marshmallows 7. Trail Mix with Chocolate Bits and Roasted Cocoa Nibs 8. Customized Candy 9. Super High Cacao Percentage 10. Personal Values Guiding Consumption

  21. Sources(Slides 1 – 7)By: Kat Snider Photo credit: • http://whp.uoregon.edu/mesoinstitute/wp-content/uploads/2010/05/Chocolate-2.jpeg • http://michael-niemann.com/blog/wp-content/uploads/2010/01/historical-cocoa-production.png • http://www.wikinvest.com/images/thumb/3/36/WorldCocoaProduction.jpg/400px-WorldCocoaProduction.jpg • http://www.natural-living-for-women.com/images/cocoa-bean.jpg • http://leafboxtea.com/files/2011/01/fair_trade_logos.gif • http://www.unctad.org/infocomm/comm_docs/docs/official/ditccom20081.en.pdf Info: • Norton, Marcy, “Conquests of Chocolate” http://www.jstor.org/stable/25163677 • Bentley, Jeffrey, “Neighbor Trees: Shade, Intercropping, and Cacao in Ecuador”, http://www.jstor.org/stable/4603514 • Caruth, Nicole J. “Curiously Chocolate”, http://www.jstor.org/stable/10.1525/gfc.2008.8.2.9 • Greenberg, Russel, “Cacao Cultivation and The Conservation of Biological Diversity” http://www.jstor.org/stable/4315022 • Moore, Geoff, “Building Ethical Institutions for Business”, http://jstor.org/stable/25173283

  22. Sources(Slides 8 & 9)By: Ashley Lindsey • Photos • http://www.sevenhopesunited.com/blog/category/fair-trade-news/ • http://laborrightsblog.typepad.com/international_labor_right/2009/02/no-more-bitter-chocolate-this-valentines-day.html • http://www.candyusa.com/IndustryResources/PRdetail.cfm?ItemNumber=3155 • Information • The Dark Side of Chocolate • http://www.laborrights.org/sites/default/files/publications-and-resources/Cocoa%20Protocol%20Success%20or%20Failure%20June%202008.pdf • http://www.certified-cocoa.com/download/PPDC_Project-Presentation_en.pdf • http://money.cnn.com/2008/01/24/news/international/chocolate_bittersweet.fortune/ • http://www.mcclatchydc.com/2010/09/13/100521/us-pledges-millions-to-end-child.html

  23. Sources Slides (10 – 13)By: Brent Stone Photo Credit http://www.cocoafederation.com/issues/fumigation/Manual_ICCO_1stEd_c.pdf Information http://www.duke.edu/~cz8/chocolate/sources.html http://www.unctad.org/infocomm/comm_docs/docs/official/ditccom20081.en.pdf http://www1.american.edu/TED/chocolate-slave.htm http://www.nestleusa.com http://www.hersheys.com/ http://www.kraftfoodscompany.com/home/index.aspx http://www.mars.com/global/index.aspx http://www.cadbury.co.uk/home/Pages/home.aspx http://www.minyanville.com/businessmarkets/articles/west-africa-cocoa-prices-soft-commodities/1/24/2011/id/32354 http://www.businessweek.com/news/2011-01-24/cocoa-jumps-to-one-year-high-as-ivory-coast-leader-bans-exports.html http://www.bloomberg.com/news/2011-05-20/ivory-coast-cocoa-prices-rise-as-exports-resume-post-conflict-growers-say.html

  24. Sources Slides (14 - 21)By: Alejandro Chagoya Photos http://www.mychocolatepenguin.com/the_guestbook.htm http://www.examiner.com/health-and-happiness-in-allentown/choffy-the-chocolate-alternative-to-coffee http://www.chocolatemarketing.com/top-ten/trends-quater-1/4.html http://www.greatmothersdaygiftideas.com/our-top-picks/http://www.greatmothersdaygiftideas.com/our-top-picks/ http://www.sugarstand.com/wt/wt003400017414-hersheys-special-dark-chocolate-candy-bar.htm http://www.janicewise.com/mmcjs.html http://www.joyofjello.com/?p=1351 http://www.thepowellstudios.com/originalgallery.html

  25. SourcesSlides (14 - 21)By: Alejandro Chagoya Information “Food For Thought.” Mike’s Blender. 18 Feb 2007. <http://www.mikesblender.com/indexblog88.htm> “How Chocolate is Made.” Aphrodite Fine Chocolate, 2010. 21 May 2011. <http://www.aphroditechocolates.co.uk/ how_chocolate_made.html> “Nestle: The Cocoa Plan.” Nestle. Société des Produits Nestlé S.A, 2011. 21 May 2011. <http://www.thecocoaplan.com/the-cocoa-plan/>. Robbins, John. “Health Benefits of Dark Chocolate.” A Sweet Life: The Source for the Healthy Diabetic. 3 March 2011. A Sweet Life.org. 21 May 2011. <http://asweetlife.org/a-sweet-life-staff/featured/the-health- benefits-of-dark- chocolate/14405/> Steur, Joan. “Joan's Top Ten Market Trends.” Chocolate Marketing.com. Chocolate Marketing, LLC, 2010. 21 May 2011. <http://www.chocolatemarketing.com/top-ten/trends- quater-1.html>.

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