Appreciation for fine chocolate
The Academy of Chocolate writes, "What brings us together at the Academy is the belief that few manufacturers truly understand the difference between fine chocolate and confectionery. They also don't know that chocolate is made from a fruit, the cocoa bean, whose flavors can be just as subtle when not masked by sugar and fat. As a result, it is difficult for consumers to find a selection of fine chocolate and form their own opinions.
We strongly believe that people who have the opportunity to taste and learn about fine chocolate will have a greater appreciation for it and therefore look forward to 'real' chocolate more." 'Real' chocolate is made up of a variety of factors, such as the type of beans, where they are grown, the fermentation process, the drying and the recipe and methods used by the manufacturer, not just chocolate with a high cocoa content."
Once you have discovered the pleasure, complexity, richness and multiple sensations that are inherent in fine chocolate, you will never look at or buy chocolate the same way again. We want to offer this opportunity to as many people as possible, without pursuing business or commercial interests.
Transparent sourcing of cocoa beans
We believe that the demand for fine chocolate will be an incentive to select better quality cocoa beans, and will therefore have an impact on cocoa growing countries. They in turn will be able to be more careful in their production, fermentation and drying methods, protecting workers and the environment. This will lead to a better price for the cocoa beans.
If we don't start paying cocoa farmers a fair price, young people will leave the plantations and move to the cities where there are more lucrative jobs. Cocoa plantations will give way to more lucrative forms of agriculture, and the sources of the finer beans will be lost. This will not only have a negative impact on the quality of the cocoa, and therefore on our chocolate, but will also result in further destruction of the environment."
