The world’s two largest cocoa producers want you to buy their chocolate, not just their beans
When Mamey Kamara attended the opening of Ivorian chocolatier Instant Chocolat, she instantly fell in love. Born and raised in Abidjan, Kamara grew up exposed to European chocolate brands Cote d’Or and Milka. But through the Ivorian-made treats, she satisfied both her sweet tooth and patriotism.
“To see young, ambitious Ivoirians makes me dream. There’s a certain national pride in consuming chocolate from home. To me, it’s important to encourage our local craftsmen, but I also enjoy the fresh blend of familiar flavors like hibiscus and ginger,” says Kamara, a communications manager at a small NGO in Abidjan.
Africa consumes fewer than 4% of chocolate sold globally, but the region’s consumption patterns may soon change due to the rising middle class. After a decade of conflict, Ivory Coast is on its way back to being one of West Africa’s biggest success stories. Likewise, Ghana attracts more investor dollars per capita than regional giant Nigeria.