Small but sweet: What to look for in lesser-known chocolate brands

In just a couple of weeks, our friends at Be Slavery Free will release the 2025 Chocolate Scorecard. This tool helps you hold large chocolate companies – who account for an estimated 90% of the world’s cocoa use – accountable. But what about the smaller, lesser-known chocolatiers? Some small-scale chocolate businesses offer an alternative to some of the deep-seated issues of poverty, exploitation and environmental harm tied up with big chocolate. So how do you know which ones are genuinely offering a more ethical alternative?  

The deep-rooted inequalities in the cocoa market and the complexities of the supply chain, make harm-free chocolate nearly impossible to guarantee. But here’s two things to look out for when looking to purchase from smaller chocolatiers!

The companies on the Chocolate Scorecard account for an estimated 90% of global cocoa use. Photo: Pexels

Do they know their cocoa farmers and chocolate makers?   

Transparency is a giant green flag! If a chocolate company names not only the country, but the farmer who grew their cocoa – then that’s a very good sign.  

When businesses don’t know who grows their cocoa and who makes their chocolate, then it’s hard to identify what human rights abuses or environmental concerns may or may not be taking place. This means they can’t take action or implement programmes to prevent and address these issues.  

Some small chocolate businesses purchase their cocoa products from the bigger companies listed on the Chocolate Scorecard. But New Zealand’s also home to multiple craft chocolate companies that are ‘bean-to-bar', which means they follow a small batch of cocoa through the supply chain – knowing who grows it, who makes it, and who sells it – which is an excellent step towards reducing risk of child exploitation and harm.
 

Are they Fairtrade and organic certified?   

Many of us have seen third-party certifications, like Fairtrade and Rainforest Alliance, on our chocolate bars. But it can be difficult to work out what’s good intentions and what’s leading to genuine change. 

Certifications have a list of standards that must be met for the label to be used on chocolate packaging. Standards can include things like guaranteed minimum price for cocoa beans, audits of cocoa farms, and certain sustainable agricultural practices followed. But certifications aren’t without critique. They can be costly for farmers to maintain, and the benefits don’t always balance out these costs. However, a 2020 UN study found when cocoa was certified both Fairtrade and Organic then farmers did receive on balance significantly more for their cocoa, than uncertified. 

New Zealand’s home to multiple craft chocolate companies that are ‘bean-to-bar' – knowing who grows their cocoa, who makes their chocolate, and who sells it. Photo: Unsplash

So, should I use the Chocolate Scorecard, or should I focus on buying boutique chocolate?  

The answer to this dilemma depends on your priorities as a consumer.  

If you’re looking for the most ethical chocolate possible, we recommend exploring smaller chocolate companies who know their cocoa growers and can nearly guarantee fair wages, sustainable farming practices, the exclusion of child labour and a transparent supply chain.  

On the other hand, if affordability is a concern but you want to be part of shaping industry-wide change and put consumer pressure on the biggest players in the cocoa industry, then we suggest supporting companies at the top of the Chocolate Scorecard. By supporting the top-ranked companies, you’re still helping drive the demand for more sustainable practices in the mainstream chocolate industry.