+ Celebrate craftsmanship

There is a big difference between the chocolate you grew up with (Lindt, Hershey, Callebaut) and the new approach to chocolate making coined "bean-to-bar" or "craft" chocolate. The difference lies in the types of cacao beans used and the unique skills and approach each maker takes. This isn't simply more expensive chocolate with pretty packaging (although that does exist) - there is a good reason behind the higher price of true well-crafted bean-to-bar chocolate. The flavour, more true to the cacao, is unlike the flavour of the chocolate you're familiar with. And the work involved in creating this chocolate, often at very small-scale, is something to be admired. My goal is to help you appreciate the the craftsmanship through understanding how chocolate is made, the science of cacao and chocolate, and the history of chocolate. The more we know, the more we will appreciate, and the better we can deiscern craftsmanship. It's important to preserve these skills because if we don't, it disappears.

+ Promote small business and entrepreneurs

The term "bean-to-bar" goes beyond the literal definition of making chocolate from the bean (which industrial manufacturers do as well). It's also synonymous with higher quality and purity of ingredients, ethical and transparent cacao sourcing, and creative entrepreneurship. Most bean-to-bar makers are small businesses similiar to a local bread, wine, or cheese maker. They are something very unique and precious in the food scene, each with their own special touch.

I'm a huge proponent of encouraging enterprenurship in food. Small businesses offer people more control over their livelihoods and allow themselves to satisfy their creativity (a universal human desire). These businesses create a beautiful culture both locally and sometimes beyond. That's why I make it a priority to encourage such chocolate businesses. I have no bias on the size or scale of a business - what matters is the essence of what they do.

This is also the very reason why I created the bean-to-bar map, now an app! To offer a free platform for customers to find these hidden gems around the world and support them. Support your local makers - or explore new ones when you travel. I want to encourage people to start and grow independently owned chocolate businesses anywhere in the world.

+ Educating over Marketing

I entered the realm of chocolate from a background in the life sciences and a passion to work in the kitchen. This means my approach is to the point, evidence-based, and more practical than theoretical. I also have a curious mind to understand how things work and am not satisfied with just parroting what others say or do. I constantly ask myself "Why?" and "How?" and I want to encourage you to do the same. This is why I encourage you to read what I read instead of watering it down for you: primary research articles, text books, and other well-referenced information - all available in the Learning Center.

Marking is important, no doubt. However, that's never been my goal with the work I do. I'm not here to convince you to think what I think. I'm not here to encourage you to consume. My goal is and always will be to inform you and hopefully inspire you through information and experiences. If I can make a living off it - great. If not, I will continue to do it. Why? Because I have seen since I began in this industry a lot of overembellished and often misleading and outright untruthful information about chocolate shared and parroted by those who care more about money and ego than the truth. This leads the bean-to-bar realm down the same road as Hershey, Cadbury, Lindt, and Nestle. Lack of research and a desperate desire to sell bars often leads to misleading the public in order to make a buck. I want to help make sure we don't end up down that road, or at least offer an alternative route.

+ Encouraging thinking not consuming

I'm not here just to encourage you to purchase chocolate. In fact, the retail aspect of my website is the least important to me. First of all, my whole reason for doing the work I do is educating. And this is not a top-down approach where you listen to what I say. I simply lead you towards solid information and allow you to decide and conclude for yourself. I want you to learn, to appreciate, to think about it, and even challenge the ideas presented.

Chocolate isn't just chocolate. And that's the point of this website. I want you to really see what I talk about through trying bars yourself from various makers, of various origins, and various styles. I want you to be confident in how you discover the flavours and articulate them. I want you to come up with new ways of analyzing and understand this glorious food. People often say they are bad at tasting - and that is nonsense. They just have not learned how to taste, or haven't given themselves the time to articulate what they taste. We all have the ability to appreciate fine foods. And I want to help you do so.

+ Making the best information accessible to all

I learned while in University that there is a wealth of incredible information that is sadly not accessible to most people. It is often locked behind over-priced paywalls, benefiting not the authors, and making it inaccessible sometimes to those who need it the most. This doesn't encourage a world of informed decisions and knowledgeable population, but caters only to a privileged few.

Sadly, even in the bean-to-bar industry which prides itself on educating the world about chocolate making, much of the best information again is locked away behind overpriced certificate programs and courses which often only cater to a certain demographic. Personally I don't endorse any tasting certification course today, especially if it costs more than a few hundred dollars.

My goal at Bean To Bar World has always been to increase the public's general knowledge of fine chocolate to a point where they can make informed and confident decisions. Decisions based on facts and knowledge, not marketing and persuasion. This goal will not be reached by making quality chocolate information difficult to access. This is why I work to make this information either free or at a fair price in my educational tastings and classes. If we want the world to be better informed, we have to make that information accessible to all.

+ Foster a welcoming and inviting chocolate culture

In any fine food realm there is a degree of pretentious thinking and an in-group out-group divide. Even though many in the bean-to-bar realm talk about transparency and helping others, the actions of some speak otherwise. There is also a lot of soapbox style preaching (speaking down to the public) where one is to feel guilted into supporting the craft chocolate industry. This mentality existed when I began and continues to exist today. I reject this method of reaching others as I find it turns more off, and those who are convinced, are convinced not of their own accord.

I believe that quality ingredients and quality craftsmanship can be respected and honored without having to be pompous and condescending about it (AKA a snob). This is why when people enter my shop, my classes, my virtual events, I make it clear that I am here to present ideas and information, and that it is up to them to draw their own conclusions. I wish for everyone to understand their opinions and ideas of the chocolate and information I present is of value, and that they have a choice of what to support instead of feeling guilted into it.

The basis of the bean-to-bar industry truly is incredible, and for those who want a chance to learn and taste what it is about, I'm here to guide you through it.