At Amsterdam Cocoa Week, discussions extended beyond cocoa to shared challenges in the coffee industry, such as sustainability and farmer pay. A key insight was the contrast between specialty coffee and craft chocolate markets. Coffee has a significant specialty market, with 15-25% of sales, compared to chocolate's mere 0.2-0.5%. Coffee enthusiasts often become everyday experts, thanks to resources and communities available through social media. Specialty coffee is also predominantly consumed in coffee shops, highlighting its social aspect. In contrast, chocolate consumption is often solitary. The clear definition of specialty coffee (80 points or higher on the SCA Q Grading Scale) has contributed to its success, a distinction that craft chocolate lacks. The article suggests that similar clarity and community building in the chocolate (and tea) industries could enhance their specialty markets.
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