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Rave: Dagoba Organic Chocolate

The box arrived by UPS and we opened it with great anticipation. Fortunately, we were delighted with what we found – a beautiful burgundy box with an attractive Dagoba sleeve, a nice brand experience affordably executed.

A tasteful brochure right on top explained the importance of the company's mantra -- the alchemy of chocolate, which we loved -- as well as the importance of organic chocolate, why the company believes that cacao producers deserve equitable prices for their quality crops, description of awards Dagoba has won and a list of other foods and beverages that pair well with specific Dagoba chocolates. Nice work.

People do care about the companies with which they do business. They have endless choices these days. Smart companies tell the stories behind their products, appealing to the values of their target consumers. Dagoba appears to understand this maxim well. Edible gold, we learned, is what the Aztecs and Mayans called chocolate. The product was yummy! Although the lavender chocolate bar was not universally loved, we did respect the fact that it was pushing the envelope of traditional tastes.

We had ordered a CD of 'chocolate music' to play while we devoured the chocolate. Note to Dagoba - you might consider adding to CD to all gift packages over a certain price.

Clearly, Dagoba Organic Chocolate is part of the new trend of "Nouveau Niche." Trendwatching.com says that "the new riches will come from servicing the new niches." We totally agree. Organic, artisan foods are highly valued. We encourage our clients to tell the stories behind their food products. People want to know why they should care.

- Vicky Hastings
vicky@maxwellpr.com

posted on March 22, 2005


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  This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.  
 

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