Plant Chat: Debra Music, co-founder of Theo Chocolate

I am so excited to invite Debra Music, co-founder of Seattle-based Theo Chocolate, to stop by my blog today! I’ve been in love with Theo Chocolate for a long time—for their clean labels, delicious taste, and commitment to fair trade cocoa. Theo Chocolate was the first bean-to-bar maker of Organic, Fair Trade, Fair for Life, and Non-GMO certified chocolate in North America. Debra founded the company alongside Joe Whinney in 2006; she also serves as the company’s Chief Marketing Officer. With many years of experience as a strategic brand and cause-related marketing consultant for both Fortune 100 companies and public health care systems in the US and abroad, Debra has helped Theo become the fastest growing brand in its category (natural and organic chocolate) nationally, while also showing chocolate-lovers how organic, fair trade chocolate can positively impact the world.

What inspired you to start up Theo? Tell me about your journey.

I’m a lifetime chocolate lover and have always appreciated the sweetness and satisfaction that chocolate brings to so many of life’s moments. Chocolate is something that we associate with moments of celebration and comfort, and it has proved to be the perfect tool to educate consumers on a range of social and environmental issues.

In 2006, Joe Whinney and I founded Theo Chocolate, the first Organic and Fair Trade certified bean to bar chocolate factory in North America. My background in social marketing combined with Joe’s knowledge of cocoa supply chain made for a strong new business venture. From day one, we have made an unparalleled commitment to making the highest quality product in the most sustainable way possible.

As the first Organic, Fair Trade, non-GMO certified bean to bar chocolate maker in North America, Theo is founded on the belief that all life on our planet is interconnected. This understanding is reflected in our commitment to making the finest quality products using only organic and fair trade certified ingredients, while actively partnering with farmers and engaging our own community. At Theo, we believe that the very definition of quality places equal importance on people, planet and profit – not one at the expense of another.

We’ve had a tremendous amount of success over the 10 years we’ve been in business, thanks in large part to our dedicated partners in the organic and natural food retail marketplace. We’re proof that it’s possible to run a successful business, firmly rooted in relationships, with a strong moral compass.

What issues do you think are relevant in the world of fair trade and labor in cacao and chocolate? How have you created a philosophy that addresses fair trade and labor practices?

Some of the most prevalent issues affecting cocoa farmers are poverty, access to education and healthcare, and ensuring that farmers are paid fairly based on the quality of the cocoa they produce. We work with farmer groups and grower cooperatives throughout the world to help their businesses grow and succeed. In the field, we provide technical resources and training. We pay premiums based on quality that far exceed fair trade premiums. And we educate farmers and help them gain access to markets. Ultimately, Theo’s goal is to reflect the true value farmers bring to our products, while also improving quality of life in cocoa-farming communities.

Theo’s partnership with the Eastern Congo Initiative (ECI), the only U.S.-based advocacy and grant-making initiative wholly focused on working with and for the people of Eastern Congo, has successfully created income-generating opportunities for cocoa farmers in the Democratic Republic of Congo, a region that has been devastated by decades of poverty and violence. To date, Theo and ECI have trained 4,536 Congolese farmers to grow high-quality Organic and Fair Trade certified cocoa in this highly volatile region of the world, positively impacting the lives of the farmers’ 27,000 family members and setting individuals on a path toward a better future. We now source the majority of our cocoa supply from Congo. We have also funded a child and maternal health clinic in Congo, and have successfully reduced infant mortality rates in our sourcing communities there.

When it comes to ingredients, how does Theo differ from other chocolate products?

All of Theo’s ingredients are carefully screened and verified by third parties to ensure they meet high standards for social and environmental responsibility. Theo purchases cocoa beans from certified organic and fair trade producer groups comprised of small-holder farmers around the world. In addition, the reason dark chocolate is good for us is that flavanols (a type of phytonutrient) are naturally occurring in cocoa beans. Our new line of Chocolate Clusters were formulated to include our proprietary flavanol-rich cocoa extract along with other nutrient dense ingredients, to ensure delivery of a minimum of 50 mg of cocoa flavanols with every serving. We are passionate about bringing products to consumers that are not only delicious, but offer nutritional benefits.

Tell us about how your vegan chocolate is made?

Our 70% Dark Chocolate bar has a simple ingredient statement. It’s made with organic and fair trade cocoa, vanilla, sugar and cocoa butter (the fat in the cocoa bean). Not everyone realizes that despite the name, cocoa butter is dairy-free. All of Theo’s dark chocolate products are soy-free and almost all of them are suitable for vegans. When a product is suitable for vegans, we always label it as such.

We’re always looking to offer consumers exceptional chocolate products that fit a range of diets. Our entire line of Chocolate Clusters is vegan, gluten-free, and soy-free.

What do people love most about your chocolate?

We hope people find Theo products to be delicious, but beyond that, knowing everyone involved in our chocolate making process – from farmers to our team here in Seattle – is valued and treated well along the way. We’re firm believers in quality, and sustainability and ethical sourcing are not by themselves substitutes for a delicious end product. Instead, these practices serve as guiding principles that by their very nature drive quality. If we didn’t believe our products provide the best chocolate experience available anywhere, no amount of activism would keep us in business. I think people recognize and respond to our commitment to quality across the board, with respect to both exceptional chocolate making and social responsibility.

How do you believe chocolate fits into a healthful lifestyle?

Chocolate is truly one of life’s pleasures and can easily be incorporated into a healthy lifestyle. I’ve eaten dark chocolate, in moderation, almost every day of my life! With the launch of Theo’s new line of Chocolate Clusters, consumers can enjoy a healthy, nutrient dense snack option that is also an excellent source of fiber and iron, which satisfies their sweet tooth without compromising the effort to eat well.

Cocoa flavanols unlock the true promise of dark chocolate and can contribute to heart health by supporting healthy blood flow, which is important for exercise performance and cognitive, skin and cardiovascular health.

What are your favorite ways to enjoy chocolate?

Chocolate is truly a part of my daily diet. Every day at around 3 pm, I reach for a few dark chocolate squares from my favorite Theo bar, for both pleasure, and a little pick-me-up. I’d rather eat chocolate in the afternoon than drink more coffee. With the launch of our new clusters line, I find myself reaching for the clusters mid-morning – and even for breakfast if I’m in a hurry. Chocolate has always been – and will always be – a part of my life rituals. I can’t imagine dessert, a birthday, or an ice-cream cone without chocolate!

Can you share one of your favorite vegan chocolate recipes?

Who doesn’t love the idea of chocolate for breakfast? One of my favorite recipes from our cookbook, Theo Chocolate: Recipes and Sweet Secrets from Seattle’s Favorite Chocolate Maker, is a super-healthy nibby chia breakfast sundae developed by vegan culinary educator and author Fran Costigan. I love topping it with finely chopped 85% Theo dark chocolate.

Chia Pudding, from Theo Chocolate: Recipes and Sweet Secrets from Seattle’s Favorite Chocolate Maker.