Ecuadorian chocolate conquers palates who are willing to pay more than $ 400 for 50 grams

Since 2010, every July 7 is remembered International Chocolate Day.

The legendary Harrods store in London reopened its Chocolate Hall weeks ago after a major renovation. In the room dedicated to this aperitif, it markets acclaimed Scottish, Swiss and Belgian brands such as William Curley, Läderach, Pierre Marcolini, among others aimed at demanding palates.

Sharing the shelves with these brands is To’ak, which was born in Ecuador and has managed to gain a reputation in the luxury chocolate market in eight years.

At the Harrods store, which first began selling chocolate bars in 1870, To’ak has considerable space to display its collections. Its flagship product is sold there for 350 euros ($ 415). It is a single square chocolate that weighs 50 grams and is placed in a laurel box with a printed work by the artist Oswaldo Guayasamín.

Marketed as the Art Series collection, this chocolate is made with just two ingredients: cocoa and cane sugar. Its differential value is in the origin of the raw material, its rigorous manufacturing process and the artisanal details of its packaging.

Since 2010, every July 7 is remembered International Chocolate Day. That year, the French Academy reached an agreement with the International Organization of Cocoa Producers to establish this date.

To’ak, a word that arises from the fusion of ancient dialects and that means earth and tree, works with cacao that comes from the Piedra de Plata valley, a rural community in Manabí.

In that area, the American Jerry Toth, the Austrian Carl Schweizer and the Ecuadorian Dennise Valencia, co-founders of the company, managed to identify old cacao trees of the so-called national variety.

For a year, these entrepreneurs - who previously collaborated in sustainability projects in the country - conducted rounds of studies and analysis of the DNA of old trees. Through these they found specimens with dozens of years that were close to an exquisite genetics of pure national cacao and that made Ecuador famous between 1880 and 1920.

Schweizer maintains that they started a conservation project and have so far tagged 600 trees that fit a profile of having 93% national genetics. The fruit of those plantations of fourteen families is what they use to make their bars, the most expensive in the luxury market.

The rest is a meticulous process of manual classification of the seed and a production that is inspired by techniques of the vineyards and distilleries. Each production, as with wine, is identified by harvest. It is even aged in wooden barrels and crates.

To’ak does not aim at large volumes of production, but at a quality criterion that allows for better prices. "At every step we put the quality criteria, we are meticulous, we do a lot of research to improve year after year," says Schweizer.

Valencia recalls that they began in 2014 with a production of 400 bars. Currently, under the range of its four lines (Art Series, Origin, Signature and T Cacao) they manufacture an average of 4,000 bars every four months. The lowest-cost product is chocolate powder, which is around $ 22.

To’ak's main market is the United States and the rich countries of the Middle East, where the products are sold in luxury stores after leaving Ecuador by plane. Another part of his production is sold through his channelonline.

Schweizer says they plan to produce a new inclusive line of bars for about $ 18 this year to try and reach other niches. (I)

Ecuadorian chocolate is exported with 17 brands

During the last few years, Ecuadorian chocolate-making companies have explored new exotic flavors combining uvilla, coffee and roses.

Recently it is venturing into chocolates of the lineketo-sugar freedue to a niche of consumers looking for these products.

According to data from the Ministry of Production, Ecuadorian chocolate is exported under 17 brands to more than 30 countries.

Pacari, Kallari, Leaf Green, Republic of Cocoa, Chocolate Connection are several of the labels that have transcended in the chocolate market. This year, Pacari won 22 new awards at the International Chocolate Awards contest, in which he participated for the ninth time.

The varieties most used to make chocolate are CCN-51 E51 and the fine aroma.

In 2019, exports reached $ 18.78 million and in 2020, a year marked by the pandemic, they fell to $ 11.53 million. From January to May of this year, sales were around $ 5.35 million with 535 tons.

To try to enter niches with demanding customers, who prefer sustainable products, companies have sought certifications such as Fair Trade, Organic, Kosher, WWF, among others.

The pandemic made it difficult to carry out promotional events at the international level, which are key to finding buyers and opening new markets. Government trade offices have resorted to the use of technological tools to promote the export of chocolate in international markets.

During the first half of 2021, for example, activations were carried out instreamingthrough the main social networks. In addition, tastings have been promoted focused on presenting Ecuadorian chocolate as a premium ingredient when executing gastronomic preparations.