I am writing this to make a clear public statement on why and how I make chocolate. To keep me accountable and to bring awareness into the chocolate, so you can relate to what you're eating.

Why I make chocolate

Life balance

To keep me balanced between creative knowledge-work and creative soul and crafts.

I've always liked to build things with my hands. Strangely, I ended up in the technology industry, working mostly with my brain and sitting or standing in front of my computer for significant periods.

I consider this both a blessing and a burden. A blessing, because it lets me build up my chocolate business without compromise. A burdon, because it breaks focus and diverts my energy.

It's a healthy balance that is beneficial for both the chocolate as the quality of my knowledge-work.

Synergy

To work together with the spirit of cacao and spread the message of love through delicious chocolate products.

Did you know that I left my day job and went on sabbatical that ended up taking six years? Maybe I'll tell you that story another day, but in short, I realized I need the balance.

In this extended sabbatical, I started a coffee-shop, travel company, and in an attempt to get back into tech a chatbot startup.

One day, in a wachuma ceremony in the valley of God, I realized that cacao is far more synergistic energy than coffee (duh!). So, gently I transitioned from roasting coffee to roasting cacao and learned how to make chocolate.

As I grew into the skin of the chocolate maker, I connected to the spirit and cacao. I realized it's a fantastic plant teacher with a beautiful message for humanity. More on this later, when we discuss the cacao ceremony.

How I make farm/tree-to-bar chocolate

I've spent a lot of time in large corporations, as well as in startups and own businesses. Maybe as a result of finally growing up a little bit (around 39 years into life). I'm starting to discover the direction that works for me.

I've discovered a way to translate my creative energy into this world in a way that doesn't generate friction. As I look at things through an energetic point of view rather than economical or egocentric. 

What I'm doing is taking an excellent product from an energetically correct source. Adding quality and good energy to it, and delivering it to people that appreciate it.

All the time keeping a focus on my intention: make people happy

I call it the chain of consciousness: The value chain from the earth to the mouth. Making sure that every step of the way, there are win/win relationships, and everything is done in an energetically correct way. That includes economics, of course.

Chocolate improving values

There are many fair-trade, direct-trade, and sustainable offerings out there. Is mine different? I don't know, we'll see! I do feel that for me to claim all of the above, I need to keep myself accountable.

I choose to do this sharing my view so all of you can help me and correct me where needed.

Transparency

To make this possible, it's required to be 100% transparent. Without this free flow of information, there is no way to make an opinion, so no way to be kept accountable. 

As this project grows, I'll make a habit of sharing essential information about the business and what it does publicly to receive feedback. Hopefully, if I'm doing a good job, it will inspire others to go that same direction.

Accountability

Tightly related to the above, the fact that I am open to receive feedback from everybody who cares enough to contribute. Feel free to contact me in any way and let me know how I'm doing.

Honesty

Kind of a pre-requisite for the above. A bit of a hard requirement. Even though I don't know anyone who claims not to be honest (the greatest liars are no exception). It's easy to present information in a slightly more positive way than reality. If you notice such behaviour, please let me know.

As far as marketing goes: I see it as the effort to have people try a good product and making sure to get the right people to taste the right thing. Kinda like matchmaking :)

Kindness

This relates to doing no harm and keeping people and the planet in mind every step of the way. I'm not going to sell you a zero-footprint product, because that's impossible. Even the computer I'm writing this on is responsible for mining and polluting rivers. That makes me sad, and that's why I don't' buy a new one unless I really have to. Same for my cellphone.

What I can do is stay conscious of it all and do my best.

Being kind to people to me is more than paying them a fair wage, it means making sure they are happy and evolving. It also means working with the right people. In my experience, people that are aligned with these values and statements are hard to find. But when you encounter them, it's possible to build long-lasting relationships. 

Invitation for feedback and contribution

I've said it a couple of times in this post: You are invited to give me feedback so I can grow and evolve. This is the beginning of two-way communication and a standing invitation to connect.