Madécasse

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Madécasse
Private
Industry Foods
Founded 2006
Founder Tim McCollum, Brett Beach
Headquarters Brooklyn, New York, United States
Website www.madecasse.com

Madécasse is a Brooklyn-based chocolate and vanilla company established in 2006 by two Peace Corps volunteers who served in Madagascar. The company sells a range of chocolate bars and vanilla products, all of which are grown, made and packaged on the island of Madagascar. For several years, Madécasse has worked with Cinagra,[1] a local chocolate producer based in Antananarivo. Madécasse has achieved much recognition for being a pioneer of social change and claims to make four times the economic impact of fair trade practices alone.

History[edit]

Founders Brett Beach and Tim McCollum met while serving as Peace Corps volunteers in Madagascar. After spending a combined eight years on the island, McCollum and Beach felt that they wanted to have more of an impact and that “business was needed for real (social and environmental) change.”[2] Cocoa had always been a major export of Madagascar but very little chocolate had been produced on the island, much like in the rest of Africa. Even though the continent grows over 65% of the world's cocoa, less than 1% of the world’s chocolate is made there.[3] The two were determined to have a significant impact on the island they had come to love, and formulated an innovative business model for a chocolate business. They would produce chocolate on the island, and the majority of the economic benefit would stay within the country.[4] The two reunited back in the United States and started the company at Beach’s residence in Lawrence, Kansas.[3]

Madécasse partnered with the cocoa farmers of the Ezaka Cooperative, from a remote area of Madagascar.[5] The company initially had trouble meeting the quality standards of the United States, as the cocoa beans needed more fermentation and drying.[3] McCollum said, “You have farmers farming cocoa who have never eaten chocolate.”[3] Madécasse trained the farmers, invested in equipment, and developed a bonus program for the cooperative.[5] Since the company established a consistent process for producing high quality cocoa, it has achieved critical acclaim for its chocolates. Madécasse partnered with a factory on the island that has steadily increased their production outcome, according to Malagasy-born Michaël Chauveau, director of operations in Madagascar.[3] As Madécasse expanded, it ventured out and partnered with more farming cooperatives in order to meet demand.[3]

There was room for growth in other markets besides chocolate, as Madagascar provided 60% of the world’s vanilla beans.[6] Madécasse exports vanilla beans and extract from Madagascar to replicate the effect that they have with their chocolate bars in the vanilla sector.[3] Now, Madécasse has offices in Brooklyn, managed by McCollum, and San Francisco, managed by Beach. The company has gone from simply producing dark chocolate to experimenting with new flavors, such as Arabica Coffee and Sea Salt & Nibs.

Objectives and Impact[edit]

  • Strengthen the local economy[4]
  • Create well-paying jobs and market stability to end the cycle of poverty[4]
  • Cut the supply chain to decrease costs while increasing flow of income directly to farmers[4]
  • Train farmers and production technicians skills that increase quality and value of products and ingredients[4]

Products[edit]

The products, as listed on the Madécasse website, are as follows:

Chocolate Bars[edit]

According to their website, Madécasse carries the following flavors:

Baking Chocolate[edit]

This product seems to be available only in Whole Foods and on their website, in a gift basket. The baking chocolate is sold in bulk baking discs, and comes in the following flavors:

  • 100% Cocoa
  • 70% Cocoa
  • 63% Cocoa
  • 44% Milk

Vanilla[edit]

Madécasse sells bottled vanilla extract and beans, using Madagascar's famed and distinctive Bourbon vanilla beans. Their vanilla extract is "two-fold", meaning baker's grade, using twice the amount of beans as regular extract.

Recognition[edit]

The company has achieved much recognition for its innovative business model, local impact, and the chocolate itself. Madécasse has been named:

It is currently in the process of being certified fair trade by Fair for Life.

References[edit]

  1. ^ Madacamp.com/Cinagra
  2. ^ Dugan, Owen "Made in Madagascar", Wine Spectator, Los Angeles, 31 May 2010.
  3. ^ a b c d e f g Watkins, Tate "Cuckoo for Cocoa Processing: Making Chocolate—Not Just Picking It—Helps Madagascar Develop", Good Business 7 February 2012.
  4. ^ a b c d e Follmer, Max "Madecasse Takes Bitter out of Chocolate Sweetness", Take Part March 1, 2011
  5. ^ a b "Creating Change through Chocolate" PCC Natural Markets
  6. ^ "Fair Trade Vanilla: Anything but Plain" Good Business 31 May 2011
  7. ^ "2012 Global Conference for Social Change list of speakers" Foundation for Social Change
  8. ^ "50 Most Innovative Companies – Madecasse" Fast Company March 2011
  9. ^ Wheelock, Katherine "40 Big Thinkers 40 & Under", Food & Wine, November 2010.
  10. ^ "2011 Good Food Awards Chocolate Winner" Seedling Projects