For centuries farmers of cacao and chocolate makers didn’t talk (properly) together. They lived in separate worlds, literally. Separated by thousands of kilometres because cacao is grown in the tropics and chocolate is made in countries with temperate climates. Farmers never knew how their cacao tasted when transformed into chocolate. Chocolate makers never knew how to grow cacao for flavour.
Farmers therefore seed-planted their unselected cacao with no focus on flavour. Seed-planting is cheap and easy, but you lose control of flavour. The result is an anonymous commodity cacao.
Chocolate makers became industrial producers, settled into the belief that cacao is unnuanced and with off-flavours, and that it has to be over-roasted to produce a uniform, somewhat dull, product.
Cacao lost its value and is paid at very low prices. Most farmers are poor with no hope of a better future by selling their cacao. The industry is settled in marketing buzz and status quo.
Xoco’s approach is completely new in cacao and chocolate. You have to work with the cacao trees and their fruit to get to a very different and better result. You need to identify flavours you like and graft trees for flavour. This enables a chocolate like you have never had before.