Public Relations & Social Marketing Insight

Transparency is important to all elements of the food movement, but it is particularly relevant in the realm of chocolate, Carla Martin, lecturer on African and African American Studies at Harvard University, and founder and executive director of the Fine Cacao and Chocolate Institute, told Quartz. She cites examples like Cadbury’s ignoring the use of slave labor in its supply chain in the early 1900s, and early industrial chocolate makers who were found to be bulking up chocolate with corn sugar.

“It’s something that people involved in the craft chocolate movement are very concerned with,” she says. “There are ideals about this kind of openness in one’s business practices and it comes from very real concerns about fraudulent practices in the food industry.” Similar concerns continue to the present day: Most of the world’s chocolate comes from West Africa, where practices like child labor and rainforest clearing are rampant.

It’s easy to attribute all of the negative comments to resentment from other chocolate makers—Mast Brothers gets incredible press from a range of publications all over the world. “There is a certain kind of jealousy,” Bernardini told Quartz over email, “but more of an anger.” “But [chocolate makers] should also be angry with the media as it is the fault and responsibility of the media that Mast Brothers became so famous (with a mediocre and sometimes also bad quality). Only because they wore clothes like Amish people with long beards.”

t every marketing effort can be a success, that’s why there’s testing and optimization programs – to find what works and build on those wins and learn from those losses. And usually when things don’t totally go as planned, the result is more, "meh," than "time to break the panic glass."

But then there are situations marketers never want to find themselves in, whether it’s a social media meltdown of their own creation or worse, a full-blown crisis.

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