Just because the name Cadbury is synonymous with chocolate doesn’t mean chocolatiers from the same family are guaranteed success—nor does it mean they aren’t faced with the same challenges as other business owners.
In this episode of the Cart Insiders Podcast, we welcome to the studio the founder of Love Cocoa, James Cadbury, who talks about the challenges of staying differentiated in an extremely competitive market, his passion for conservation and sustainability, how he uses various online channels to grow their ecommerce business, and how the company shifted from brick and mortar to ecommerce during COVID.
Love Cocoa is a UK-based company inspired by James’ long family tradition in chocolate, dating back to 1824. Cadbury’s was one of the very first chocolate bar makers in the Western world and was eventually acquitted by Kraft. Love Cocoa, on the other hand, is of a different chocolate breed.
Love Cocoa aims at a diverse target audience, and differentiate from the competition with creative and out-of-the-box products—for example, an avocado chocolate bar. They have a strong tradition of sustainability and ethics—James is passionate about giving back to the environment and donates 10% profits to rainforest conservation, and by planting a tree for every chocolate bar sold.
On this episode, James sheds light on all aspects of growing a business including the type of marketing tactics they’re testing, repeat customer trends, and average purchase quantities. James also openly discusses his biggest challenges when selling online, giving an insight into the demands of constant product innovation, and how he finds the right balance between meeting the demand for new products and focusing on other aspects of the business.
And just like we heard from Jiggy Puzzles and To’ak Chocolate in previous episodes, James explains why this storytelling is an increasingly important differentiator for their brand.
James discusses why he feels social media and email marketing are ideal channels for this and how they use each one. He dives into how refocusing on their story is working well as a change from traditional product-heavy sales content, as well as how their ‘one bar one tree’ campaign—which is featured on the bars themselves—contributes to organic exposure and increased sales.
“We looked at different projects and settled on the idea of planting trees. But we didn’t just want to plant them anywhere—we wanted it to be done by the cocoa farmers. This gives them extra income and means that they can diversify their crop. For example, we’ve been planting a lot of avocado trees that produce fruit to be sold at the local market. We’re very passionate about this project and we want to get the message across with a variety of content.”
Finally, James shares his advice for other ecommerce business owners who are looking to better understand their customers. Step inside the studio and join us for this insightful and candid conversation.