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00:00Easter weekend is the busiest period on the sales calendar for the chocolate industry
00:04with people worldwide buying chocolate in large amounts but with many sweet treats becoming
00:10increasingly expensive due to the rising price of cocoa some are looking for alternatives to
00:15traditional chocolate but how does chocolate without cocoa compare here's a look at a factory
00:21trying out the alternative in Alsace in eastern France with Caroline Bohm.
00:26It looks like chocolate tastes like chocolate but it's not chocolate this is Chaviva a chocolate
00:34without cacao made in the French city of Malouz its biggest advantage it's three times cheaper
00:39than traditional chocolate subject to rising cacao prices after a difficult growing season in West
00:45Africa inside you have roasted sunflower seeds and raisin seeds roasting them reveals aromas like
00:53cocoa very close to chocolate Easter shoppers can't believe their taste buds it's good there's
01:04not much difference with any other chocolate we tried praline and it's very good it's amazing it
01:10really looks like chocolate maybe it's a little sweeter there's a little aftertaste of something
01:15toasted you can't taste the difference you know it but you can't taste it even purists like this
01:21Belgian chocolatier are impressed it's very smooth you can feel that there's quite a lot of added fat
01:28it's very sweet it hurts your teeth a bit but it's not unpleasant with zero cocoa the results are
01:35quite impressive as an alternative it's a fine piece of work but can this product really replace
01:43artisanal chocolate not so fast he says chocolate without cacao could rather serve as a low-cost
01:50alternative useful for products like cereals or chocolate bars and for more on this I can bring
01:56in Miguel Freisholm a chocolate maker and founder of Freisholm chocolate in Copenhagen good morning
02:03Miguel and thanks for joining us how is this rising cocoa prices been affecting your business
02:09well not that much actually because before the crisis I paid three to four times as much as my
02:19cheaper more mass-producing colleagues for the quality of cacao we use so I see the search in
02:26prices more for the cheap chocolate in the supermarkets and is it a trend that you expect to
02:31continue in the industry I expect so both like really cheap copy solutions like you're talking about
02:44before which is not that far from mass-produced chocolate taste so I think but when people say
02:49they can't see the difference is because of the quality of the mainstream chocolate unfortunately no okay
02:54and the chocolate industry and the cocoa trade has often been criticized for dubious ethical practices and
03:00not giving cocoa producers and workers a fair deal what is your own experience been in the industry
03:07I think unfortunately the stories are right there are two million small kids working in the cacao
03:17plantations of West Africa there are probably two three hundred thousand like small child slaves
03:23there and this is the price of the cheap chocolate we have been used to so I see that the cocoa price is
03:29rising right now is actually a good thing in the end for the farmers and also a good thing for the
03:35market and getting what do you say chocolate back to being that luxury that it used to be and as we saw
03:43earlier there are some chocolate makers trying to circumvent this cocoa shortage by using alternative
03:48ingredients you don't seem very impressed by that but can you see this becoming basically more commonplace
03:56in the industry well it's it's it's already there I mean if we buy a cheap cake uh in the supermarket and
04:04and and we think it's chocolate on it's it's basically a compound which is a margarine oil with cocoa powder
04:10and and and sugar uh so I I I see it already there in the cheap market and and I I don't know if if this will
04:19actually replace this uh I see it just as another version of the same um when people don't want to
04:27pay well they will get something not so good and uh do you expect that there might be some sort of uh
04:33pushback among chocolate makers uh particularly those maybe at the more artisanal end of things
04:40to possibly regulate um the uh the manufacturing of of of chocolate products at a European level
04:49I would love for that to happen um the basic thing is in chocolate is that there is such a big
04:56monopolization of the chocolate making so even though we go into a small shop we think are artisanal
05:01it's made with chocolate from uh the maker who makes one third of the world's chocolate uh when you take
05:07wine you take coffee anything like this they have five ten percent of the of the market the artisanal
05:12part of it I mean but in chocolate real artisanal comparing to wine or coffee uh microbrewer beer we
05:19only have 0.1 percent of the market so basically the chocolate market is is very difficult for the
05:25consumer to to how to decode and actually do something about but I think the problem with my
05:32colleagues or some of the people who make filled chocolates not making chocolate from the scratch as I do
05:36is that they use cheap cheap chocolate uh not any uh better than the one we find at the supermarket
05:42and are there any other trends or obstacles that are posing a threat to the industry
05:47well I mean if the if the chocolate companies start paying money to the farmers they they
05:53they will they will solve all their problems but of course if you want to be cheap in the market
05:58that's difficult so I think that's the biggest the biggest problem there you could say
06:03there is plenty of cacao in the world uh but the price have been uh artificially low uh to support
06:10a cheap price in the market right now I think it's probably more natural and I expect the price in
06:14cacao to be around here for the next at least five six years thank you very much for that
06:19but I'm Miguel Frysholm of Frysholm chocolate in Copenhagen thank you
06:32you