Spencer Hyman, founder of Cocoa Runners, suggests that the craft chocolate industry could learn from the specialty coffee sector to boost its market share and consumer appeal. Both industries share a focus on flavor, ethical sourcing, and environmental protection, but while specialty coffee has captured a significant portion of the market, craft chocolate remains a niche. Hyman points out that specialty coffee's success comes from making the upgrade from commodity coffee obvious and convenient, offering a "third space" for social and professional gatherings, and employing passionate baristas who advocate for their product. He suggests that craft chocolate could follow a similar path by emphasizing clear distinctions from mass-produced chocolate, creating experiential retail spaces, and educating consumers through tastings and training courses.
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