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From Bean to Bar in Madison, WI


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From Bean to Bar in Madison, WI


Wm. Chocolate means:

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Ethical & Sustainable


Fair to the planet and its people.

Ethical & Sustainable


Fair to the planet and its people.

the chocolate

I source all ingredients from partners who share my beliefs in fair pay for producers and in sustainable agriculture.

Certifications like Fair Trade and Organic are helpful places to start, but it's even more important to consider the complete stories behind the ingredients. Many ethically and sustainably produced cocoa beans lack formal certifications and yet meet--and often, exceed--certification standards. I choose to support the farmers who grow these beans as well.

Will Marx, owner & chocolate maker

Will Marx, owner & chocolate maker

the packaging

Designed in-house, and locally printed and cut, my packaging is made from renewable resources and entirely recyclable or biodegradable.

100% recycled and recyclable chocolate bar sleeves

100% recycled and recyclable chocolate bar sleeves

the rest

Caring about the planet and its people should not stop at the chocolate bar. From using sustainable shipping materials to applying energy-efficient production techniques, I am always looking for ways to lighten my chocolate's footprint.

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Bold Natural Flavor


From world-class cocoa beans.

Bold Natural Flavor


From world-class cocoa beans.

the flavors

Before I started making chocolate, I thought all chocolate tasted the same--like "chocolate." But that's not true. There is no single taste of chocolate.

The truth is, the world's best cocoa beans make chocolate with complex natural flavor. These flavors go far beyond the simple taste of mass-market chocolate.

What can you expect from chocolate that starts with world-class cocoa beans? Vibrant notes of blackberry, orange, pineapple, almond, caramel, custard, banana, malted milk, peanut butter, coffee, cream, black truffle, and more are all possible.

Here's a flavor profile for one of my bars:

Venezuela, Guasare, 2015 Harvest - 74% Dark

Venezuela, Guasare, 2015 Harvest - 74% Dark

the process

When you start with great beans, the process behind making incredible chocolate is simpler than you might think. In fact, the hardest step is the first one: finding the best beans. How do I find them? Talented sourcing partners and lots of test batches.

One of many test batches in a stone grinding machine

One of many test batches in a stone grinding machine

Producing world-class cocoa beans, on the other hand, is not simple at all. Most importantly, it takes real investment where the cocoa is grown. That's why I am happy to pay more for the beans I use, and to work with sourcing partners who believe in getting more money to producers. It's the only way to keep high-quality chocolate available into the future.

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Unrefined Cane Sugar


For optimal flavor and nutrition.

Unrefined Cane Sugar


For optimal flavor and nutrition.

the Quest

My journey into chocolate started with a quest to fill my table with nutrient-dense, traditionally produced, whole foods. I was having trouble finding chocolate that met my standards, so I decided to make it myself.

The biggest challenge was finding a natural replacement for the refined sugar used in almost all chocolate. I was already using whole, unrefined cane sugar in my home kitchen and wondered if I could use it in chocolate as well. And the answer? Absolutely.

Adding unrefined cane sugar to a batch of dark chocolate

Adding unrefined cane sugar to a batch of dark chocolate

The benefits

Unrefined cane sugar is simply dried sugarcane juice. That means it retains the juice's flavor and nutrients. It's sugar in whole-food form, and it's the only sugar in my chocolate.

Unrefined cane sugars from India (left) and Paraguay (right)

Unrefined cane sugars from India (left) and Paraguay (right)

In addition to its nutritional benefits, unrefined cane sugar opens up new flavor possibilities. That's because cane sugars from different regions taste different, allowing me to pair specific sugars with specific cocoa beans for enhanced flavors.

 

 

 


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