Alternative channels for marketing Brazilian cocoa/chocolate

Abstract

New production and marketing methods for cocoa/chocolate take off from trends in consumption style, which are associated with values of well-being and socio-environmental concerns. The key elements classified as organic, fine cocoa, with sustainability certification and indication seal of Origin of the almond in South Bahia/Brazil are the attributes of the specific qualities of the cocoa bean. The insertion of these superior qualities is in the context of alternative agrifood systems, which broadens the marketing channels as the perception of the quality of industrialized cocoa/chocolate is lost. The aim of the article is to systematically describe the alternative commercialization and market channels for cocoa/chocolate production, as well as the stages and actors involved in this process of cocoa production and distribution in the southern region of Bahia. Specifically, the stages and actors involved in the process of production and distribution of cocoa/chocolate from South Bahia are observed. Governance modalities in the cocoa/chocolate segments resulting from market integration strategies adopted by local producers: (a) the local vertical integration strategy downstream tree to bar, in which the cocoa grower coordinates the superior quality of the chocolate bar; (b) the local vertical integration strategy upstream bean to bar, in which the chocolate makers coordinate. The reorganisation of the local value chain is a result of the production of high-quality almonds for the production of special chocolates, known as "bean to bar" and "tree to bar".