Standout Chocolate Interview

Standout Chocolate has just unveiled a beautiful packaging redesign, as well as releasing three delightful new bars. We thought this would be a good time to catch up with Founder and Chocolate Maker Fredrik Martinsson…

What attracted you to bean-to-bar chocolate making, and what was your background before getting into chocolate?

I’m a trained engineer with a B.Sc. in Product Development and Innovation Management’ and a M.Sc. in International Project Management, and have been working as a project manager within the construction and automotive industry for ten years. I got into craft chocolate in 2017 when I got to know the other Swedish bean-to-bar makers at the time. I quickly fell in love with the craftsmanship, the flavours, and the way that a small company can affect so many lives just by making ethical and high quality chocolate – from farmers to consumers.

How do you choose which cacao beans to source?

I choose a farmer/cooperative/sourcer that shares our values of economical, ecological and social sustainability. But also by taste – the cacao must have a very unique flavour profile. It needs to ‘stand out’.

Is there a big following for craft chocolate in Sweden?

It’s growing, as more people get interested in the whole value chain of the food they eat, the richness of flavours, or that the ingredient list is so much shorter than the industrial brands. We have regular factory tours and tastings that we use to educate people and get more interest for the craft chocolate movement.

What inspired your new packaging and what improvements have you made?

We have made several improvements. The inner packaging has changed from a transparent, bio-based material to a kraft paper bio-based material that will be welded to keep better flavour and aroma.

The outer packaging will be 15mm higher due to the new inner packaging, and have a structured paper and foil to better signal high quality and craftsmanship. The flavoured bars will also have illustrations of the flavouring to better communicate the flavour. 

How has the increased price of cocoa affected your business? 

It’s more expensive, for sure, so we are keeping an extra eye on expenses to balance the higher prices. Hopefully it will go back to normal soon.

You’ve won lots of awards over the years. Do you feel that awards help to increase sales?

Yes, for sure. It has made it easier for me to convince new distributors, retail shops and consumers to try our chocolate.

What’s your best selling bar, and why do you think it’s popular?

Best selling bars are the Belize 70% (winner of Academy of Chocolate Golden Bean Award) and the Spruce Shoots, which is a local and unusual flavour that pairs well with the Dominican Republic cacao we use for that bar.

What advice can you offer to retailers selling your chocolate? Is there something you always tell first-time customers? 

Get consumers to try the chocolate. Once they have tried it they normally love it, and I do not have to convince them!

Which other chocolate makers or chocolate bars are you most inspired by?

I really like the style and flavours of Chocolate Naive and Fossa Chocolate.  

What’s your favourite thing about being a chocolate maker?

Doing good. I.e. being part of driving positive and sustainable change in the world, driving economical, ecological and social sustainability.

 

Thanks to Fredrik for taking the time for this interview. Be sure to check out Standout Chocolate in our wholesale shop!