Ecuadorian Fine Aroma Cocoa NATIONAL BRAND

The history of cocoa

Although it was believed the origin of cocoa was from Central America, recent studies found that cocoa of the “fine aroma” variety was originative from the Ecuadorian Amazonia.

Archaeologist Francisco Valdez in coordination with IRD (Institut de Recherche pour le Développement) France, discovered evidence of cocoa in the remains of vessels belonging to the "Mayo-Chinchipe culture that settled in the province of Zamora Chinchipe, Ecuador.

Carbon 14 testing determined that its age dates back to 5500 years. It is even assumed that about 7000 years ago, cacao had already grown in the Amazon basin.

Mayo Chinchipe vassels

Cocoa is cultivated in tropical lowlands, in the planet’s tropical belt. Between the Tropic of Cancer 23 degrees north and Tropic of Capricorn 23 degrees south.

Varieties of cocoa

There are 2 general types of cocoa:

Bulk: The most common cocoa class which represents 95% of the world production, it is used mainly to obtain cocoa butter.

Fine: High quality cocoa distinguished by its purity, flavor and fragrance, which comprises the remaining 5%. In this class, Ecuador produces 63% of the world production being the world leader of fine aroma cocoa.

Value chain of Ecuadorian Cocoa

The value of Fine Aroma Cocoa

This is a top quality product described as “a floral profile with blackcurrants and spice" which make it highly demanded by the world chocolate industry. In countries like Belgium, the Codex Alimentarius says that a Premium chocolate must contain at least 12% of "Cacao Arriba" in its formula, this variety of cocoa is produced only in Ecuador.

Some of the foreign brands that use Ecuadorian cocoa

Ecology

  • Height: From 0 to 800 meters above the sea level.
  • Pluviosity: Between 1000 and 2500 mm distributed along the year.
  • Temperture: 21 to 28 centigrade degrees.
  • Luminosity: Cocoa grows in the shadow.
  • Humidity: It needs between 75 and 85% of relative humidity in the air.

The project

Considering this background and the recognition of fine aroma cocoa in foreign countries, the aim of this project is to create a national brand for this product.

A logo that could be used by all of the Ecuadorian fine chocolate brands with the aim of make them more recognized and competitive in the international market, by showing they use first quality cocoa as the main ingredient for their chocolate.

Traditionally, Ecuador has been a raw material exporter. Fortunately, this reality is changing and a local chocolate industry have been emerging over the last decade.

By being the home of the fine cocoa, local brands can use the high quality product directly. Ecuador is a rich country in natural resources, it has many fruits and herbs that can be used as ingredients for the fine chocolate, making it unique.

In the past, international chocolate brands were the only ones who took advantage of fine aroma cocoa to make premium chocolate. In most cases, Ecuadorian cocoa, is better recognized that Ecuadorian chocolate.

For these reasons, this brand pretends to be used as a quality seal to help the recognition of local brands in a competitive international market.

The target

This is a product targeted to upper middle and upper class consumers. People who have a University degree and above, aged 22 – 65 with a high purchasing power for high mass market.

There are two main types of consumers:

Fitness people: Informed and demanding consumers in terms of quality and presentation. These are people who like to look good and care about their appearance. They avoid sugar as habit and are willing to try new flavors and textures. They can allow themselves a treat for personal gratification, to entertain others, as a gift and they consume it also as a snack.

Gourmet consumers: Executives, people who take decisions and make business. They frequent exclusive restaurants and eat follow fashion trends.

The logo

This logo represents the high quality of the product and its emotions.

The delicate aspect of its lines based on a cocoa flower shows its fineness, while the opening shape invites to open the senses to feel emotions.

At the same time, it evokes the sacred of this fruit, considered as food of the gods.

Resources

This presentation was developed by Estefanía González for the Creative Industries: Professional Presentation module. All the information was compiled by the author using the following references:

  • Papá Cacao (2016). Papacacao.com. [online] Available at: http://www.papacacao.com [Accessed 1 Dec. 2016].
  • Ministerio de Cultura y Patrimonio de Ecuador (2016). El origen del cacao estaría en la selva – Ministerio de Cultura y Patrimonio. [online] Available at: http://www.culturaypatrimonio.gob.ec/el-origen-del-cacao-estaria-en-la-selva/ [Accessed 1 Dec. 2016].
  • Pixabay.com, (2016). Free image cacao. [online image] Available at: https://pixabay.com/es/cacao-cultivo-fruto-cosechar-fruta-1529743// [Accessed 1 Dec. 2016].
  • Nda.revues.org (2011). Récipients en céramique, bouteilles à anse en étrier. Détail des deux faces d’un des récipients. [online image] Available at: http://nda.revues.org/288 [Accessed 2 Dec. 2016].
  • Pixabay.com, (2016). Free image – Cacao – árbol - ramas. [online image] Available at: https://pixabay.com/es/cacao-naturaleza-hoja-ramas-árbol-422938/ [Accessed 3 Dic. 2016].
  • IEPI, (2013). Cacao Nacional Fino de Aroma. [image].
  • IEPI, (2013). Cacao. [image].
  • IEPI, (2013). Cosecha en Amazonía. [image].
  • IEPI, (2013). Patio de un exportador. [image].
  • Revista Líderes, (2016). [image] Available at: http://www.revistalideres.ec/files/article_main/uploads//2015/01/22/54c12b4693c23.jpg [Accessed 3 Dec. 2016].
  • Lindt Chocolate Shop Firenze Duomo. (2016). [image] Available at: http://www.chocolate.lindt.com/store-locator/details/s/lindt-chocolate-shop-firenze-duomo-414/?no_cache=1&cHash=46c42fea9df18c068db58e11737b4ef1 [Accessed 3 Dec. 2016].
  • Dark Chocolate. (2016). [image] Available at: http://ste.india.com/sites/default/files/2016/04/30/483660-dark-chocolate.jpg [Accessed 3 Dec. 2016].
  • Lindt, (2016). [online image] Available at: http://www.lindt.ca/en/shop/media/catalog/product/cache/6/thumbnail/9df78eab33525d08d6e5fb8d27136e95/l/i/lindt_excellencebar100g_ecuador.png [Accessed 3 Dec. 2016].
  • Pierre Marcolini, (2016). [image] Available at: https://eu.marcolini.com/equateur.html [Accessed 3 Dec. 2016].
  • Chocolate Amatller, (2016). [image] Available at: http://www.chocolateamatller.com/en/producto2:Cos/1/bars/85--cocoa-ecuador-70g/2 [Accessed 3 Dec. 2016].
  • Valrhona, (2016). [image] Available at: https://www.valrhona-chocolate.com/valrhona-alpaco-66.html [Accessed 3 Dec. 2016].
  • Pixabay.com, (2016). Free image – Cacao – bean – granos de cacao. [online image] Available at: https://pixabay.com/es/cacao-bean-asado-chocolate-1134226/ [Accessed 1 Dic. 2016].
  • IEPI, (2013). Acopio en Rancho Grande, Vinces. [image].
  • Pixabay.com, (2016). Free image – Chocolate, Girl, Portrait, Fun, Female. [image] Available at: https://pixabay.com/en/chocolate-girl-portrait-fun-female-1402017/ [Accessed 21 Nov. 2016].
Created By
Estefanía G
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