Premium ‘Fair for Life’ Madagascan chocolate brand Madécasse is targeting the UK multiple and independent sectors after rolling out its luxurious four-strong bar range made up of distinct flavours – Arabica Coffee, Cinnamon & Sakay, Sea Salt & Nibs and Pink Pepper & Citrus.
The inimitable, single-origin chocolate bars are made in small batches using the finest organic Madagascan cocoa and locally grown ingredients. Distributed by Bespoke Foods, one of the leading importers of speciality foods, the range contains no artificial additives or preservatives and is available in 25g and 75g formats with RRPs of £1.49 and £3.29 respectively.
Recognised as one of the 50 most innovative companies in the world[i], Madécasse follows a ‘bean-to -bar’ philosophy ensuring the whole chocolate production process takes place in Madagascar, helping to provide four times the impact of fair trade.
The company was founded in 2008 by Brett Beach and Tim McCollum who spent 8 years working as volunteers and development project managers in thecountry. One of a growing number of companies looking to go beyond traditional fair trade, ‘Fair for Life’ certification means fair trade principles are applied throughout the entire production and supply chains.[ii]
With Madagascar being one of the world’s poorest countries, Brett Beach explains how the frustration of seeing the country’s famous cocoa exported without further benefiting the Malagasy people was the inspiration behind the company:
“Sixty-five per cent of the world’s cocoa comes from Africa but less than 1% of chocolate is made there. Our aim is to create change through chocolate by working closely with local cocoa cooperatives and providing training, infrastructure and equipment in order to produce finished products entirely in Madagascar. This bean-to-bar philosophy empowers local communities with four times more impact than simply exporting fair trade cocoa alone and helps protect the country’s incredible habitat and ecosystems (85% endemic).”
“The benefits can be felt by consumers as well because our chocolate is crafted with the freshest, most distinctive varieties of cocoa, vanilla, coconut and other local ingredients found exclusively inMadagascar. As a result, we are confident our bars can’t be beaten orreplicated when it comes to taste.”
Bespoke Food’s Head of Marketing and NPD, Carine Gauyet comments:
“The Madécasse range is of unbelievable quality and offers something totally unique to the market when it comes to flavours, packaging and philosophy. We are excited to be involved in developing this brand, which we believe has a massive future within the UK chocolate category.”
For further information or to stock, please call Bespoke Foods on + 44 (0) 20 7091 3200 or email sales@bespoke-foods.co.uk
[i] Fast Company Magazine, Mar, 2011
[ii] www.fairforlife.net
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