dispatches from the new world of work

Chocolate ... and More

I fell in love with Tom Peters when I saw him on a webcast with Kevin Roberts of Saatchi & Saatchi, back in December '04, talking about Lovemarks. I, too, am incredibly passionate about branding and delighted when I come across a company that "gets" the customer experience and knows how to have fun.

My new love is Graffiti Zoo, a chocolate and spice company. I discovered Graffiti Zoo while touring the chocolate exhibit at the History Museum in Atlanta a week ago. At the end of the exhibit, there was a room full of chocolate ... lots of different brands offering lots of different flavors. Not your everyday M&Ms, but unique products not sold in your typical grocery store. As I strolled with delight contemplating eating everything in sight, Graffiti Zoo jumped out at me—its name and packaging struck me in a unique way. Unlike most other chocolates that were in the form of bars, this chocolate was in a little white bag with simple black and white text. "Hmmmm, I wonder what's inside?" I thought. And, "Where does the name Graffiti Zoo come from?" Then, I saw that they "donate a percentage of [their] profits to The Conservation Endowment Fund of the American Zoo & Aquarium Association. ... the CEF has greatly advanced the mission to serve & protect the wonders of the natural world." Not only am I a certified chocoholic, but also a lover of animals and nature. It's a match made in heaven! Then I explored their different flavors: Zebras, Espresso Geckos, Barking Dogs, Bohemian Tree Frogs, Chilean Fire Ants, Moroccan Elephants, and, the one I picked, Pink Flamingos ("Crunchy Milk Chocolate, with the Tropical Flavors of Red Cherries & Fresh Coconut"). Mmmmmm ... those didn't last long.

I was so excited about the product, I decided to send some to my parents (I inherited my sweet tooth from my mother). I ordered several different flavors and had them shipped directly to their home (I considered stopping off at one of the local retailers, but I was afraid I'd eat it all before I could get it shipped). Two days later the box arrived at their doorstep. My mother couldn't wait to tell me it arrived ... packaged in a black bag with 3 different colors of tissue paper and a bright blue bow, each flavor of chocolate individually wrapped inside, each with its own story. I asked my mother to share her favorite, which it turns out is from the package of Moroccan Elephants (smooth milk chocolate with the passion of orange zest & spicy ginger):

The tree frog & elephant were an unlikely pair, as they traveled the world together. The elephant lumbering quietly along, with the frog riding high in the air. The tree frog would perch on the elephant's ear and whisper so softly, "go this way my dear" ... pointing out the trees & succulent leaves for the elephant to munch upon ... Because the poor elephant, as smart as she was, had misplaced her spectacles & could only see fuzz. Her world was a blur, but it didn't deter the elephant from exploring new lands. ... So off they went, to travel the world for they were the best of friends ...

I hope you'll discover Graffiti Zoo, too.

Darci Riesenhuber posted this on 02/27/06.

Comments

I feel in love with "Rocky Mountain choclates" !! I just may need to try the zoo too !!

thanks for the tip -- Chocloates are women's best gift ;)-

Posted by /pd at February 27, 2006 6:52 PM

dear Tom Peters,

do they use fairtrade chocolate? it is not on their website.

did you know that over 60% of the cacao harvest is done by slaves? slaves who were promised a fair salary? slaves that are not allowed to speak to each other?

e-greetings
pheloxi
the netherlands

Posted by pheloxi at February 27, 2006 8:54 PM

Darci - thanks, nice to see a bit of 'fresh air' posted here. Especially lately I wonder more why TP rarely comments/posts on issues of environment and energy. The latter issue will likely make a lot of the rest of the business musings take a back seat before long.

Posted by Eric Lapp at February 28, 2006 6:55 AM

I'm always overcome with tender(yes, tender, odd as it sounds) feelings when I read about an ethical company. You can bet I'll take a look(and bite)at this company!

I'm currently interested in ethical investing so as not to subject my fellow man to any harsh(labor) and unfair(substandard pay) treatment nor to harm our natural resources.

I shall be doing my homework. Thank you Darci for an interesting post. We must be related for I too have a sweet tooth!

Susan

Posted by Susan at February 28, 2006 9:38 AM

Thanks Darci - on a bright note the antioxidant value of quality chocolate is exceptional - plus positive seratonin uptake.

Posted by Sean at February 28, 2006 10:41 AM

chocolate, even healthier than we thought. check out this article at forbes.com
http://www.forbes.com/lifestyle/health/feeds/hscout/2006/02/27/hscout531257.html

Posted by Erik Hansen at February 28, 2006 11:14 AM

Dear Pheloxi -
I apologize I didn't get into that depth of research. However, during my tour of the chocolate exhibit at the History Museum, I did read that they (not this company in particular, but the industry perhaps as a whole) have been challenged with labor concerns, ie: using children to harvest the cacao pods. Not to take away from your well-intentioned concerns, but I, personally, find it disheartening that a shadow of doubt and scrutinty has been cast over chocolate, of all things, so as to not be able to appreciate its value as one of life's simple pleasures.

Posted by Darci at February 28, 2006 12:41 PM

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http://www.fairtradefederation.org/memcof.html

sorry I should have done some Fairtrade USA research.

Posted by pheloxi at February 28, 2006 1:36 PM

It was never my intention to say your chocolate suggestion is buying and selling cacao from cacao slavery. I just wanted people to pay attention to the chocolate they buy.

Internet has enough information to find a list of brands that use fairtrade!

Posted by pheloxi at February 28, 2006 1:49 PM

You are absolutely right! Consumers have all the power and we need to use it to force companies to do the right thing. Thanks for the reminder!

Posted by Darci at February 28, 2006 2:17 PM