Chocolate That's Truly 'Bean To Bar
Amarachi is the founder of luxury bean-to-bar chocolate brand, Lucocoa. As she discovered more about chocolate she realised the market was dominated by poor quality products, so decided to make her own from scratch.
Tell us about how Lucocoa began? In 2014, we decided to challenge the status quo of chocolate. We started making luxury chocolate that was better for you and that removed ‘guilt’ from a guilty pleasure. Cacao, just like wine or coffee, delivers intricate flavors when correctly roasted. I realized that the market usually sells over-roasted, poor quality cacao. I decided to do something about it and use high quality, sustainable cacao and not use refined sugar, but instead opt for coconut sugar and lucuma, which is a fruit from Peru.
What do you hope to see in the future for Lucocoa? As a brand, we want to continue to challenge the status quo. I want people to rediscover chocolate in a new way and the hope is that in the future we will change the narrative of chocolate. We want to get people to realise that chocolate is more like wine and coffee and align bitter, high sugar chocolate as bad quality chocolate.
Do you think the way we view chocolate in general will evolve? Over the years, the public has become more and more conscious about what they are eating and where it has come from. Chocolate has always been seen as something unhealthy and as a guilty pleasure. I think we are evolving to appreciate the quality of chocolate over the quantity. The perspective of ‘less but better’ is becoming increasingly popular.
What social contributions do you hope to make? We are very clear about why we do what we do and one of the things that I wanted the company to focus on was sustainability. I didn’t want to cut corners when it came to the price of the cocoa beans themselves. I believe that if you create something or grow something, you should be paid the appropriate price for it. It isn’t about minimum wage, but a living wage. You should always be paying people what they are worth – that is where sustainability lies.
Tell us a bit about yourself. How would you describe your personality? Well… I asked my husband and he said he would describe me as kind, industrious and ambitious.
What are your favourite books, podcasts or magazines? I like to listen to podcasts. Some of my favorite ones are The Daily Zeitgeist and The Read – I listen to both of them regularly.
Are you a big traveller? Where do you love to visit? I love travelling, I would say that South America is probably one of my favorite places to visit. There is just so much to see, learn and do. From the eery, peaceful, and overwhelming Machu Picchu in Peru, to the pure vibes in Cartagena in Colombia, there is something for everyone in South America.