Chocolate regains its roots with Askinosie

In light of Halloween and the five miniature chocolate wrappers peaking out from my purse, I thought I'd talk about something many North Americans will relate to: our addiction to chocolate.

Since its origin, chocolate has been used as a form of reward. In Mesoamercia, before the Spanish colonization in the 15th and 16th centuries, chocolate was consumed at wedding ceremonies, presented to visiting dignitaries, and used to honour soldiers for heroic service (Norton 15). Today, fathers reward their sons with Mars bars for games well-played, a box of Lindors arrives with a bottle of wine to household gatherings, and each holiday has its own chocolate mascot in the form of eggs, caramel-filled hearts or crackable oranges. Whereas chocolate still represents pleasure and reward, it has since lost value and the elitest-allure that made it a supreme delicacy in ancient civilizations and colonies. But, this is where companies like Askinosie Chocolates can profit.

When we think of "elitist" food purchases made by North Americans, we often think of places like Whole Foods where the food is fresh, organic, specialized and over-priced. Individuals who shop at places like Whole Foods are exactly the kind of clientele that Askinosie Chocolates advertise to. Askinosie Chocolates targets customers who can justify paying $10 as opposed to $1 for a common product like chocolate. However, in order to justify the extra cost, consumers must be convinced that the product suits their lifestyle and contributes to a satisfying experience. The company does this by creating allure in their packaging and by making sure consumers know they support Fair Trade and buy ingredients from the source (a Starbucks of the chocolate world, if you will).

Askinosie does a beautiful job at recreating the past and linking the history of the cacao bean to their product through clever packaging. By using plain brown mailing paper, Askinosie gives a nod to the past and shows the customer that the chocolate is authentic and flown in from the source. The old typewriter script and faux stamps further allude to history and add rarity. When looking at these bars, it's as if Columbus himself has sent the package of rare treasures from one of his many voyages. The simple browns and blacks contribute to an earthy, elegance separating the company from its mass-produced counterparts like Cadbury and Hershey's. Askinosie is not after the candy-coated crowd; those persuaded by brightly coloured goodies and childhood treats, they are after the big spenders.

In general, Askinosie is an admirable chocolate company, paying more than Fair Trade wage to their employees. The chocolate is made with simple ingredients and follows through on its promise for high quality, according to magazines like CondeNast Traveler. However, it's not surprising to find out that Shawn Askinosie, founder of the brand, was a criminal defence lawyer for nearly 20 years. If the chocolate is as good as the rhetoric at play, I might have to give it a try.

- Danielle

Citation:
Norton, Marcy. "Conquests of Chocolate" OAH Magazine of History. Vol. 18, No. 3, pp. 14-17. The Atlantic World. April 2004 Organization of American Historians. 3 November 2010. http://www.jstor.org/stable/25163677