Alex Whitmore, Taza Chocolate

Founded in 2006, Taza Chocolate was born out of a desire to combine the Mesoamerican tradition of chocolate with a modern, high-quality product manufactured in a socially responsible way. Alex Whitmore, Larry Slotnick and Kathleen Fulton, co-founders of the Somerville, Mass.-based Taza, produce 100 percent stone-ground, organic chocolate using only the best ingredients—while compensating growers fairly for their work. The seeds for the company were sown when Whitmore traveled to Oaxaca, Mexico in 2005 to learn how chocolate was made there. He was surprised and inspired by the simplicity of the Oaxacan treatment of chocolate, so he returned home with the goal of bringing this traditional method of stone grinding the beans to the U.S.

Soon after, Whitmore and Slotnick found their initial sources for sustainably grown, organic cacao beans in Chiapas, Mexico; Talamanca, Costa Rica; and Nagua, Dominican Republic. These early relationships laid the foundation for the Direct Trade principles that Taza employs today. Whitmore also returned to Oaxaca City to study under a molinero, or stone miller, and brought back several molinos to replicate the rustic, granular texture of Mexican chocolate. Today, Taza produces thousands of chocolate bars each month, which are sold in almost every state. Featured in Gourmet magazine and Food & Wine, and used in the kitchens of some of the best restaurants in the country, the owners are proud of their high-quality product but even more so for the positive effect on their community, the industry and the livelihood and welfare of their growers.

Whitmore’s wife Kathleen Fulton designs all of the packaging and graphics, which dress up products such as Salt and Pepper Chocolate Mexicano, 70 percent Baking Squares, 60 percent Stone Ground Dark Chocolate Bar and Chocolate Covered Cashews. Taza recently opened its newly expanded factory space and store. Tours are available.

Whitmore shared more of his story with us ...

What was your inspiration for traveling to Mexico to learn about stone-ground chocolate?

 I am a big lover of food and have been fascinated with chocolate since before I can remember. When trying to start my own chocolate business, I decided to go to the place where cocoa first met culture to see if I could find inspiration. Cocoa is indigenous to the Americas and first started appearing in history in Mesoamerica with the Olmec and the Maya (now Southern Mexico). I traveled to Oaxaca, Mexico, and discovered that chocolate is produced and consumed there in such a different way than in Europe. I was inspired by the elegant and simple way the ingredients were handled and wanted to bring that experience into my home market.

What is the most satisfying or challenging part of your job?

Satisfying: Making delicious chocolate products and sharing them with people. Challenging: The heavy burden of responsibility that rests on any entrepreneur’s shoulders—making sure staff are happy and productive, making payroll and managing finances.

If someone could shadow you for one day at your job, what would surprise that person most?

I sit at a desk all day.

If you had to pick one of your products, which would you say is your favorite?

No can do. I love them all equally, but today I am snacking on Chocolate Covered Cashews.

When you were a kid, what did you want to be when you grew up?

A sailor.

Aside from your products, what three food items can you always find in your kitchen?

Bread, cheeses and pickles.—Denise Shoukas

Denise Shoukas is a regular foodspring.com contributor and is the author of foodspring’s food forager blog.

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