Limits of Cacao's
Recent Uses
Limits of Cacao's
Recent Uses
CONTENTS
INTRODUCTION
Drinks & Rituals, Craft Chocolate, and the Need for a Broader Narrative.
Few substances in human history have held as much spiritual, social, and economic significance as cacao. Once revered by Mesoamerican cultures and later reduced to a commodity through colonization, cacao now stands at the intersection of tradition and modernity. Its story continues to evolve—from the rise of fine chocolate to its role in new-age ceremonies—yet it mostly remains framed in narrow and limiting ways.
To truly honor cacao, we must expand our understanding, embracing its many dimensions and fostering deeper education. Only then can a more holistic narrative emerge—one that recognizes its natural diversity, chemical complexity, and rich cultural legacy.
Before diving into this broader perspective, let’s first examine cacao’s recent uses in today’s world.
We’ll highlight its positive aspects while also exploring areas where it can evolve and improve.
The Rise of Cacao Circles, Rituals, and Ceremonies
It’s difficult to pinpoint the exact moment when Western interest in ancient cacao traditions resurged, but one key figure in this movement is Keith Wilson. In the early 2000s, through his own practice, he discovered the benefits of pure cacao drinks in Guatemala. Eager to share his experience, he began introducing cacao to others—first within his close circle and later to a broader audience.
His approach was simple: a communal gathering centered around the mindful consumption of pure cacao. Initially referred to by various names, this practice eventually became widely known as the “cacao ceremony.” As its popularity grew, the term “ceremonial cacao” also gained recognition. Wilson later founded Keith’s Cacao, the first successful brand to sell what we now refer to as Origin Cacao—an artisanal, high-grade cacao paste—on a global scale.
Since then, cacao rituals have gained traction in wellness communities, often celebrated for their ability to foster heart-opening experiences and deep spiritual introspection. While they may incorporate elements of Indigenous traditions, these modern ceremonies are best understood as interpretations rather than direct continuations of ancestral practices. Cacao has long played an important role in various traditional ceremonies, but it is typically not the central focus.
Today’s cacao ceremonies, however, revolve primarily around the cacao itself, often incorporating mindful drinking, guided meditation, and communal sharing within a dedicated setting. Some variations integrate additional practices such as breathwork or dance, further shaping the evolving landscape of contemporary cacao rituals.
The appeal is clear: in an age of digital disconnection, cacao offers a pathway to mindfulness, presence, and community.
More than just a tool for Western spiritual practices, ceremonial cacao, when sourced ethically, can provide tangible benefits to the Indigenous communities who have cultivated it for centuries. By ensuring fair compensation, respecting cultural traditions, and promoting direct trade relationships, cacao circles can create positive impact both for participants and for the farmers at the heart of cacao production.
Craft Chocolate and the Pursuit of Quality
Interestingly, the rise of ceremonial cacao runs parallel to another movement: the development of specialty cacao and craft chocolate as new segments of the industry. While third-wave coffee (also known as specialty coffee) revolutionized consumer expectations for sourcing, flavor, and ethics, craft chocolate has followed suit.
Both specialty cacao and ceremonial cacao emphasize origin, post-harvest practices and small-batch production, often prioritizing transparency and sustainability.
Yet, while craft chocolate is largely discussed in terms of flavor notes, processing methods, and ethical sourcing, ceremonial cacao is often confined to esoteric spaces. This divide limits the discourse around cacao’s complexity, reducing its potential to be appreciated beyond ritual settings. The time has come for these movements to engage in dialogue, highlighting cacao’s versatility and honoring its origins with equal reverence.
Limits of the ‘Ceremonial’ Designation
While the ceremonial cacao movement has drawn attention to cacao’s ancient roots, it has also, in some ways, created barriers. The term “ceremonial cacao” serves as both a quality designation and an indicator of intended use, which can create an aura of mysticism that keeps wider audiences away. This ambiguity is further compounded by significant price variations within a niche market where most vendors make similar claims, yet consumers lack clear indicators to differentiate products before purchasing.
Beyond the term itself, the rise of cacao retreats and eco-tourism raises ethical concerns. As travelers seek “authentic” cacao experiences, there is a risk of commodifying sacred traditions and disrupting local economies. Without mindful engagement, well-meaning interest can slip into cultural appropriation, reducing cacao’s rich history to a marketable wellness trend.
Moreover, the common association of “ceremonial cacao” with only Maya and Aztec traditions often overlooks the diverse ways other Indigenous cultures across South and Central America— such as the Mixtec, Pipil, Quechua, or Bribri—have cultivated and consumed cacao for centuries.
Shaping a More Inclusive Cacao Narrative
Cacao is not merely a spiritual tool, nor just an artisan ingredient—it is a living tradition, a complex agricultural product, and a cultural touchstone that spans continents and centuries. Moving forward, we must strive for a broader perspective, one that acknowledges cacao’s economic realities, celebrates its culinary, medicinal and ritualistic applications, and respects the multitude of cultures that have shaped its journey.
By expanding the conversation, we can cultivate a more inclusive and informed appreciation for cacao—one that honors both its sacred and everyday significance. The future of cacao depends not on keeping it within exclusive circles, but on ensuring that its full richness is recognized, shared, and sustained for generations to come.
The Many Faces of Origin Cacao
Looking ahead, Origin Cacao offers an open invitation to explore its many applications beyond rituals and industry trends. Far from being limited to esoteric spaces, cacao is an incredibly versatile ingredient that fits seamlessly into modern lifestyles:
- A Coffee Alternative: Offering a daily dose of energy without the stress-inducing effects of caffeine, pure cacao provides a smoother, sustained boost with added mood-enhancing properties.
- A Comforting, Nutritious Drink: Compared to conventional hot chocolate made with cow’s milk, sugar, and over-roasted beans, a pure cacao drink delivers rich flavor, deep nourishment, and calming effects.
- A Support for Movement, Creative Energy and Focus: Whether for physical activities, mental endeavors, or spiritual practices, cacao enhances performance, concentration and presence.
- A New Playground for Foodies and Baristas: Just as wine and specialty coffee celebrate diversity in terroir, flavor notes, and processing methods, cacao offers an expansive palette for culinary exploration.
Looking deeper, Origin Cacao reveals its role in addressing global challenges. Far from being just an ingredient, it carries the power to foster sustainability, equity, and cultural preservation:
- An Inspiring Case Study for Sustainable Agriculture: Grown within the synergy of agroforestry, cacao cultivation can be both ecologically regenerative and economically empowering for farmers, setting a precedent for ethical and sustainable food production.
- A Driver of Economic Empowerment for Local Communities: By fostering fair partnerships and creating direct trade opportunities, Origin Cacao helps strengthen local economies and improve livelihoods.
- A Help in Preserving Cultural Heritage: Cacao is rooted in ancient knowledge and traditions. Origin Cacao helps shedding a light on the cultural heritage it carries and the consideration it deserves, and contributes to safeguarding traditions that are integral to indigenous identities and histories.
By embracing cacao in all its forms, we can foster a global appreciation that honors its full potential. No matter the setting, cacao invites us to deepen our relationship with this extraordinary plant and the cultures that have shaped its story.
SOURCES
BACKGROUND MATERIAL
• Cameron L. McNeil, ed., Chocolate in Mesoamerica: A Cultural History of Cacao, Maya Studies. Gainesville: University Press of Florida, 2006. ISBN 9780813033822.
• Patchett, Marcos. The Secret Life of Chocolate. London: Aeon Books, 2020. ISBN 978‑1‑911597‑06‑3.
• Coe, Sophie D., and Michael D. Coe. The True History of Chocolate. 3rd ed. London: Thames & Hudson, 2013. ISBN 978‑0‑500‑29068‑2.
• Presilla, Maricel E. The New Taste of Chocolate: Revised: A Cultural and Natural History of Cacao with Recipes. Revised ed. New York: Ten Speed Press, 2009.
