"A 70% dark chocolate bar is really common, and that means thirty percent of that is gonna be your sweetener. And if thirty percent of that doesn’t really have flavor besides just sweet, then you’re losing a lot of opportunity there."-Will Marx, Founder of WM Chocolate
Very few chocolate makers are truly going down a new and unusual path these days, and honestly, at first glance, neither is Will Marx. He's making (mostly) plain dark chocolates from ethically sourced single origin cacao. But simplicity can be a good thing— it takes away the complicated window dressing and opens up the world of artisan food to a larger group of consumers. In it's own way, that's sort of revolutionary.
Over the last year in particular, Will's been restructuring his business in uncommon ways in order to more closely match his core values of high ethics, high flavor, and low environmental impact. So in this interview, the two of us dig into refined sugars, fine liquor, and enlightened outsourcing. I hope you enjoy listening to our conversation as much as I enjoyed having it.
Topics We Cover
- how Will got started making chocolate for his own health reasons, and then decided to turn from-scratch chocolate making into a business
- types of sweeteners in chocolate, and the pros & cons of each
- Just Panela and the process of turning cane grass into sugar
- how his overall goals with his chocolate and with his company are directing his new business plan
- chocolate as music
- the logistics of moving towards "enlightened outsourcing" and why he's no longer bean to bar
- his approach towards getting his chocolate into more retail shops
- the impact of the pandemic upon how he'll choose to run his business many years into the future
Connect With Will & WM Chocolate
WM Chocolate Website.
WM Chocolate on Instagram.
WM Chocolate on Facebook.
Connect With Chocolate On The Road
On Instagram: @chocolateontheroad
On Facebook: @chocolateontheroad
Show music is Roadtrip by Phil Reavis, and our transition music is We’re Gonna Be Around by People Like Us & Sweet Dreams by Lobo Loco.
To listen to the previous episode, click here.