Why is the chocolate in your shop so darned expensive! WARNING: Very long rant that runs off on tangents.

March 12th, 2016

Number one most important and shortest answer: Taste it.

Just number two on an extremely long list (I’ll let my chocolatiers explain):

Pump StreetWe believe that using only the best quality ingredients, along with obsessive attention to detail in production, yields the best bread and pastries and the same applies for chocolate. We spent two years sourcing our beans before we launched our chocolate and we are constantly searching for new farms and co-operatives to work with.

 

The terroir, variety, growth, harvest, fermentation and drying of the beans before they get to us will all affect the final flavor of the chocolate. We look for beans that come from owner-operated farms and cooperatives in fertile cacao-growing locations, with good bean varieties.

 

We are currently working with beans from five sources:

Patanemo Village, Carabobo State, Venezuela

Hacienda Limon, Guantupi, Los Rios Province, Ecuador

Ambanja, Sambirano Valley, Madagascar

Crayfish Bay Estate, Grenada

Finca Tres Marías, Honduras

 

MarouAt the end of the day, we know the farmers who sell us cocoa by their first name, we pay them a premium reflecting the extra care given to the post-harvest processing and when we finish weighing the bags, the money goes directly in their pocket with no intermediaries to pay; we are happy to call such trade fair.

 

Dick TaylorThe most hands-on approach we could take was to start with the raw cacao. We are able to source the finest fairly-traded cacao and perform all the steps in-house to turn the raw ingredients into delicious chocolate, all in our small factory in Eureka, California. This entire process takes approximately three weeks to complete but allows us to make some of the finest chocolate possible.

 

AmedeiThe cocoa beans come from plantations in Venezuela and Ecuador and have been individually chosen by a local agricultural expert, who monitors the harvest, fermentation, drying, and bundling. From South America, they’re shipped to Amedei’s plant in Pontedera, Tuscany, a journey that can take more than 20 days.

 

 

Fran'sFair Trade is one way of evaluating if farmers and producers are getting a fair price for a crop. Fair Trade looks at a variety of social and environmental criteria, and certifies a producer of a product. However, quality is not one of the criteria. Therefore Fair Trade, although a trusted system by many companies around the globe, is not an appropriate measure for the chocolate that goes into Fran’s products. Since we purchase chocolate that is made with the highest quality beans available, the chocolate makers that we work with are paying prices for cacao that are well above “fair-trade” standards. For more information, or for our full sourcing statement, please contact us.

Contrast this with some of the big brands that buy much, much cheaper chocolate.

An article from last year on The Daily Beast will shed a little light on this: The Daily Beast

An excerpt: “West Africa is home to two-thirds of the world’s cacao beans (cocoa), the main ingredient in chocolate—a product that’s fueled a $90 billion industry.

The first group to question the financial strategies behind the industry’s wealth was a British organization called True Vision Entertainment. In a shocking 2000 documentary titled Slavery: A Global Investigation, the group reported on the chocolate industry’s alleged connection to cocoa harvested by child slaves. The award-winning film opens on stick-thin adolescent boys in the Ivory Coast slinging hundred-pound bags of cocoa pods on their backs, followed by an interview in which the boys express their confusion over not being paid.

Later the filmmakers meet with 19 children who were said to have just been freed from slavery by the Ivorian authorities. Their guardian describes how they worked from dawn until dusk each day, only to be locked in a shed at night where they were given a tin cup in which to urinate. During the first six months (the “breaking-in period”), they say, they were routinely beaten. “The beatings were a part of my life,” says Aly Diabata, one of the former child laborers. “I had seen others who tried to escape. When they tried, they were severely beaten.”

The boys’ stories are sickeningly graphic. Before beatings, the boys say they were stripped naked and tied up. They were then pummeled with a variety of weapons, from fists and feet to belts and whips. In the film, some of the boys get up and imitate the beatings. Others stand to reveal hundreds of scars lining their backs and torsos—some still bloody and scabbed. They get quiet when the filmmakers ask whether any are beaten today and say some are simply “taken away.”

Asked what he’d say to the billions who eat chocolate worldwide (most of the boys have never tried it), one boy replies: “They enjoy something I suffered to make; I worked hard for them but saw no benefit. They are eating my flesh.” Toward the end of the segment, the filmmakers meet with one of the “slave masters,” who admits he purchased the young boys and that some of his men routinely beat them. His reasoning: He is paid a low price for the cocoa and thus needs to harvest as much of it as he possibly can.”

Also, you can watch a fairly recent documentary called “Shady Chocolate” here: Shady Chocolate

I don’t know if I can totally blame these large companies (Hershey’s, Nestle, Mars,…) because of this “race to the bottom” business model that we all are complicit in creating. Let me explain. I’m sure that these companies would prefer to not use slave labor to produce their products. They may even really, really want to not do business with such companies. Unfortunately, most of us here in The States have no idea what’s going on in The Ivory Coast, I would be willing to bet that most of us (Americans) have never even heard of The Ivory Coast. Because of that, there is actually a reverse incentive for them to stop buying these products. If Hershey’s decides that they can’t tolerate these practices, they will have to spend more to buy the beans and raise their prices accordingly. But if Nestle turns a blind eye, they can keep their prices low and take a huge chunk of the market away from their competitors. This is why I get so frustrated when I watch our Presidential Primary debates and the candidates keep claiming that they’re going to make sure that we produce more things right here at home. Really? I don’t feel like paying $2,000 for my iPhone and I’m pretty sure that most of you don’t either. Maybe Mr. Trump can afford it but I’m not that lucky (and I didn’t inherit $200,000,000). They don’t have the same minimum wage laws, insurance laws, or working condition laws in China and the labor is flat out a fraction of what it is here. The playing field is simply not level. I promise you that if we could somehow force or convince China or The Ivory Coast to improve things for their employees, the big businesses will just race over to another area where things can be done more cheaply again (India, South Sudan,…).

It looks like the hope was that when the American public found out about these practices, we would stop buying such products and force the big companies to babysit their producers better. That clearly has not happened. We seem to think about our bottom line when making purchases, and that’s understandable. Who has the time to research the provenance of everything they purchase and honestly, rent is high, insurance is high, taxes, cell phone bills, Internet bills, gas, car payments,… Who could blame us for wanting to save wherever we can? It takes about $1,000,000 at a minimum to be able to retire in this country at this time without too much of a hassle, and I’m not talking about swimming in luxury either. That’s just hoping that you don’t have to move in with your kids and to be able to live for about 25 years or so on interest and savings. How many people do you know that will be able to do that?

The other solutions I can think of are fairly simple. We can investigate the sources of the products that we buy and if we find that one of our companies is supporting producers who use such appalling tactics, you give them a warning, and a fixed amount of time to correct the situation however they’d like. If they don’t, fine them heavily and ban their products until they can prove that they fixed things. Another idea would be economic sanctions against the countries where these practices occur. But, the companies in question are quite large, quite wealthy, and have lots of lobbyists. My point is simple: We are all complicit in this. You and I both. We have to put people in office who can get things done and who care. I don’t find the Presidential Primary debates funny anymore. I get depressed. For crying out loud we have a guy who may control the most powerful military in the history of the world, and he’s bragging about the size of his penis! Can’t we please elect an adult? Trust me, I’m not in love with any of the other candidates either but this is really too much.

Wow, I do like to run off on tangents, don’t I? Anyway, that’s’ one of the many, many reasons why chocolate is expensive here. I won’t even bother going into the craftsmanship and passion that it takes to produce these things. I also don’t need to go into the fact that I flat out just love chocolate. If I sold diamonds, they’d all be antiques that are already in circulation. I sell food. The least I can do is to make sure that number one, it’s delicious, and number two, as far as I know, nobody gets hurt making it. I’m not rich but I’d rather pay $9 – $19 for a world class chocolate bar that tastes transcendent and was produced by a farmer and employees that were treated fairly, than $0.75 for a piece of forgettable, waxy junk that was produced by abducting and beating an unpaid, starving eleven year old. It’s literally the absolute least I can do.


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Santa Monica, CA 90403 (Google Map)

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Phone: 310-393-3308

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