Once revered by Mesoamerican & South American cultures and later reduced to a commodity through colonization, cacao now stands at the intersection of tradition and modernity, its story still unfolding. While recent interest in specialty and ceremonial cacao has sparked a much-needed evolution of its narrative, it remains largely confined to narrow and limiting frames.
It is more than a superfood, and more than the latest wellness trend.
Cacao is a living tradition, a complex product of nature, and a cultural cornerstone that spans continents and centuries.
It is absurd to keep on considering it as a commodity to be exploited for a poor, monotone, mass-produced chocolate, or to wave its specifities only to exploit short-lived commercial niches.
One that acknowledges its botanical and economic realities, celebrates its culinary, medicinal, and ritual uses, and respects the diverse cultures that have shaped its story.
This means deepening our understanding and investing in meaningful education about cacao’s many dimensions. This means giving a voice to farmers and producers, people at the source of cacao.
Only then can we build a holistic narrative—one that honors its natural diversity, chemical complexity, and rich cultural legacy.
By broadening the conversation, we can cultivate a more inclusive appreciation for cacao, acknowledging both its inherited and contemporary significance. The future of cacao lies not in keeping it within exclusive circles, but in ensuring that its full richness is recognized, shared, and sustained for generations to come.
When taken in its entirety, cacao invites us to deepen our relationship with others, with this extraordinary plant, with the cultures that have shaped its story, and perhaps most importantly, with ourselves.