New Name. New Approach.
My journey into chocolate began as an addiction, not to chocolate, but to reading text books and research papers on chocolate - just for fun! I was a chocolatier for many years before getting into making my own chocolate from scratch. During this time though I noticed a lack of public knowledge in regards to bean-to-bar chocolate (AKA craft chocolate) or just chocolate in general, and very few outlets trying to resolve that.
Eventually I felt called to share the knowledge I’ve been storing with the public, and became somewhat of an advocate for chocolate and bean-to-bar specifically. This is what lead me to create my website “Bean To Bar World”, as well as needing a website to host my Bean To Bar World Map. However, I became consumed with all things bean-to-bar while leaving no time for the other aspects of chocolate that I love so much (the science and chocolatier work).
Although working within the bean-to-bar sector offered a great deal of satisfaction, I always felt at odds with the culture of this niche sector. The type of thinking I faced from many individuals within the craft chocolate industry itself was a bit surprising and at times discouraging. There are many hardworking and genuine chocolate makers around the world, but the culture created by some of them and many of what I call the “peripherals” (not makers or businesses - but those who influence the industry) is something I don’t feel is conducive to growth. What I expected to encounter were people who had a desire to really learn the facts, dig deep into chocolate knowledge, self-correct along the way, and having the maturity to work along people with different opinions. Although some of this does exist, I far too often encountered the opposite. Very surface-level and superficial interest used to curate an embellished image of craft chocolate rather than allow the facts to speak for themselves. Many people have become very ego-driven, and have a far greater interest in themselves and their image than the work that needs to be done. Constantly applauding themselves while having a disdain for anyone who doesn’t appreciate craft chocolate the way they do, and ostracizing anyone that doesn’t go along with all of this.
Many in the craft bean-to-bar industry wonder why this sector isn’t growing as fast as it should, and are quick to point fingers at the unappreciative consumer or at exploitative industrial chocolate as the problem. When the reality is, the problem lies within the mindset of the craft/bean-to-bar chocolate sector itself, and the culture that is allowed to persist. This is not a culture I wish to be a part of as it dims the passion I have about chocolate, and prevents me from doing the work I need to do.
Moving forward, I have decided to begin distancing myself from the craft/bean-to-bar chocolate scene, and not make this the entire focus of the work I do. The chocolate world is a big world - and it should not revolve solely around the craft/bean-to-bar chocolate sector. There are many interesting and wonderful people in the chocolate industry, and it is important their work is not diminished. I will continue to educate on all things chocolate including bean-to-bar chocolate making and tasting. I will gladly share the incredible work of many wonderful chocolate makers as I have been. I will continue to grow my bean-to-bar map app to help these small businesses reach more people. However, I will also begin to focus more on other important aspects of chocolate as well.
I will slowly be shedding “Bean To Bar World” as many of you know me and replacing it with “The Science Of Chocolate” which better represents where I wish to be. If you appreciate the work here, please share www.scienceofchocolate.com with others and lets help teach the world about chocolate.
- Geoseph