Caribbean Export OUTLOOK 2016 - 2017

OUR COMPETITIVE ADVANTAGE

He adds that within the context of bean-to-bar marketing and the associated high value it lends to the industry, value added sub-sectors, especially in origin “destination chocolate”, can be a high point for some CARIFORUMproducers, as these areas also thrive on the tourism industry. According to Christy, a total rebranding of the industry will not be successful without equal investments in cocoa and chocolate. “Many producers of grapes make their own wines right on the farm and, as a result, they can market both product and experience. There are many other successful models within the world cocoa landscape which apply both philosophies – cocoa andchocolate.Yousee,chocolateisamanifestation of the esteemed value and exquisite flavour of high quality cocoa. Many institutions and governments don’t grasp this reality – the economy of taste.” With regards to increasing trade between CARIFORUM cocoa producers and European buyers and increasing the awareness/promotion of the region’s market segment, particularly in Europe, Christy recommends selected bean-to-bar models which have proven mutually beneficial for all parties in the cocoa value chain. For example, in Nicaraguaacocoafarmer/chocolatemakerproduces cocoaandutilisesitforspecialistchocolateandcocoa products for a tourist market. At one awards show, this Nicaraguan chocolate won high acclamations for best flavour. Another Nicaraguan example is commercial Danish project, Ingemann, with its Cocoa-ID™ initiative which creates awareness among chocolate consumers on the production side of cocoa, through a high standard certification system focused on the traceability of variety, origin, fine flavour and sustainability. And in Peru, entrepreneurs such as Arturo Urrelo Garcia of Makao Peru and Ivonne Alvarado of Exotic Chocolatier have gone beyond Lima and into export markets with their exotic chocolates. They have invested in modern processing equipment, high-end packaging and a range of ingredients for their chocolate, and their brands have become popular in many international food fairs as they make a sustainable contribution toward building an industry as well as their own futures.

But in the bean-to-bar success stories, the CARIFORUMcommunity’s very ownGrenadian model stands out the most. The Grenada Chocolate Company has been making chocolate using cocoa from resident farms as well as from local cooperatives for many years. Produced, packaged and sold to local and international buyers, the high quality organic brand of chocolate is shipped to the USA andUKmarkets on a sailing ship with no engine (an added appeal because of its low carbon foot print). This is one of the most direct models in the region and was one of the inspirations for founding Direct Cacao. Looking ahead, Christy sees emerging non- traditional markets as new inspiration for his stalwart organisation. New bean-to-bar entities being set up in India and Lithuania and a trail blazing cocoa-to-chocolate company run by Swedish pioneer Bertil Åkesson, who owns cocoa plantations in Brazil, Madagascar and South East Asia, paint a positive picture for the future of the cocoa industry. Åkesson produces cocoa beans and chocolates. His Madagascan cocoa is a favourite among other chocolate makers and his chocolate collection is known globally for its exquisite quality and taste. “Akesson’s company is not very large but it is quite successful. This model is a good specimen for CARIFORUM cocoa producers. But this model

will only succeed with greater accessibility of Caribbean cocoa by the European and world markets. One way of increasing the accessibility of small farmermarkets is congregation shipping, which enables small farmers to ship small quantities of cocoa as a group to one or more European buyers. Of course, for these innovative strategies to thrive, there must be collaboration between stakeholders within the value chain and facilitation of meetings between buyers and producers to devise the best systems to ensure mutually beneficial and secure ties between all stakeholders,” Christy opines. Through the initiatives of the Direct Cacao Association and the other development hats he wears, Christy hopes to engage governments, institutions and stakeholders in this new cocoa renaissance.In the final analysis, Christy recognises cocoa and chocolate as the golden currency for CARIFORUM cocoa producers, but in order for the regional industry to soar through this advantage theremust be a grand reinvention of the regional cocoa sectorwhichputs Caribbean origin chocolate and cocoa in the ranks of grapes and champagne and their specialistmarket. Only then will the fine flavour cocoa-producing Caribbean reap the benefits of its richhistory andflavour and become more competitive in European markets, the largest fan base for the best champagne and the best dark chocolates.

Lorraine Waldropt-Ferguson is a freelance newspaper columnist, adventure/travel journalist, agricultural econo- mist, Director of One Seed For Change Initiative NGO and part-time lecturer at the University of the West Indies.

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