From the 21-24 April 2024, the Federal Public Service of Foreign Affairs of Belgium and the International Cocoa Organization co-organised the 5thWorld Cocoa Conference (WCC) in Brussels, Belgium. Considered the leading event on the global cacao and chocolate sector, the WCC convened governments, cacao farmers, cooperatives, exporters, traders, manufacturers, brands, retailers, financial institutions, logistics companies, development agencies and academics to identify and discuss solutions for greater sector sustainability.
Marked by an even representation of cacao value chain actors, including cooperatives, associations and producers, panel discussions held producer incomes and greater value chain equity at the fore.
Cacao of Excellence was on the ground, ensuring that valuing cacao quality and diversity as a means to greater equity for producers was on the table. That’s because with 15 years of experience analysing, recognising and rewarding cacao quality and diversity, the programme has witnessed the potential for origins and producers to improve quality, increase their competitive edge, and incomes.
How did Cacao of Excellence advocate for quality as a catalyst for sector change?
A special Cacao of Excellence side-event kicked off the Conference and introduced the Guide for the Assessment of Cacao Quality and Flavour as well as a forthcoming market intelligence report on enhancing cacao quality, supported by the Food and Agriculture Organization of the United Nations’ Investment Centre. Discussions explored future steps to strengthen the capacity of value chain actors to use the Guide’s standards, and more broadly ensure for a common and sustainable approach to evaluating cacao quality and flavour.
Panelists discussed the importance of the Guide’s continued endorsement by actors along the value chain and its potential for origin producers and national actors. “There is a need for national platforms that support the capacity of farmers to evaluate their cacao and direct the sector towards a common language, the Guide is an important stepping stone”, said Katrien Delaet, Founder of Silva Cacao and event panelist.
The FAO market study formed the basis of discussion on steps needed to nurture the development of a superior quality market segment that generates premium payment for better tasting cacao and reward the producers for their efforts in elevating the quality of their product.
Today, opportunities for producers to value the quality and diversity of their cacao are mostly limited to niche markets where specialized traders and buyers are ready to pay high prices for exceptional cacao with diverse flavours, processed into high added-value products such as bean to bar chocolate. Many farmers who produce superior quality cacao – with no defects and interesting to outstanding flavor attributes – are not able to access such markets and sell their cacao as bulk within undifferentiated and markets.
"The goal of our study was to look at the potential for the development of a Superior Quality Cacao Market and to identify the investments needed to that end," explained Andrew Meter, Research Associate, Cacao of Excellence. "We believe that the right investments and policies could create an enabling environment for cacao quality and diversity to further drive value, leading to higher incomes for a broader scope of producers.”
Redefining the market to reveal the hidden reality – that superior quality and flavour diverse cacao exists beyond the current bifurcated market – will require the endorsement of a common language and public private partnership
“Building market intelligence to better understand the potential of the superior quality segment is an important step towards its development and will require the fostering of global collaboration between the public and private sector”, said Mohamed Manssouri, Director of FAO Investment Centre and event panelist.
The upcoming study draws insights from comprehensive analyses conducted across the eight primary cacao-producing nations spanning Africa (Cameroon, Ghana, Cote d’Ivoire), Asia and the Pacific (Indonesia), and Latin America (Colombia, Ecuador, Guatemala, and Peru). Furthermore, the study examines an additional 11 countries across these regions, broadening the scope for diverse case studies.
Throughout the WCC event, participants were offered the opportunity to sample 2023 award-winning cacaos processed into chocolate, discover the Cacao of Excellence pilot Diversity Kits and learn more about the Guide for the Assessment of Cacao Quality and Flavour at the Cacao of Excellence stand.
The biggest take-away? Current market dynamics and industry momentum are making it abundantly clear that a courageous shift towards a more de-commoditised market is needed. One that values the bean on the basis of its quality and flavour diversity and compensates producers with dignity and respect.
Download the latest Guide for the Assessment of Cacao Quality and Flavour and stay tuned for more on the FAO Investment Centre market intelligence report on enhancing cacao quality here.
