After more than two decades of perseverance, the efforts of cocoa farmers have been rewarded.

In the past two years, when global cocoa prices suddenly increased sharply to their highest level in more than 30 years, that silent effort has been rewarded. The world market calls this a cocoa price crisis, but for farmers, it is a reward for those who keep the faith. On the other hand, this situation also poses a big problem for any business operating in the cocoa and chocolate industry: How to stabilize the price of cocoa raw materials so that farmers can feel secure in developing their growing areas for the long term?

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Ms. Ngo Thi Thao and her husband, residing in Ea Kar district, Dak Lak province, create the appearance of a sustainable cocoa growing area (Photo: Puratos Grand-Place Vietnam).

The solution is not in the numbers, but in understanding and accompanying farmers from the roots, from their gardens, crops and very ordinary dreams. Therefore, the journey to develop sustainable chocolate needs to focus on the people who have been silently cultivating each cocoa fruit, the people who always put their faith in the land and in the trees.

From the vast cocoa forests to the journey to find the special chocolate flavor, Puratos Grand-Place Vietnam met the diligent farmers, just waiting for the day to harvest sweet fruits in exchange for a prosperous life for their families. When the cocoa gardens were full of fruit, the farmers received silence: no one bought them, no explanation. The sweet fruits they had cared for suddenly became a burden.

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Mr. Duong Ngoc Thanh, residing in Chau Duc district, Ba Ria - Vung Tau province, has been persistently working on his cocoa garden for more than 20 years (Photo: Puratos Grand-Place Vietnam).

Since the launch of Puratos Grand-Place Vietnam's sustainable cocoa program Cacao-Trace, the message "Full Taste - Full Life" has maintained its original spirit: creating delicious chocolate flavors through selecting quality cocoa beans, mastering the fermentation process, drying under the sun and roasting slowly at low temperatures, while contributing to building a good life for the farming community in the S-shaped strip of land.

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Ms. Mai Thi Le, residing in Chau Duc district, Ba Ria - Vung Tau province, is excited when cocoa prices are good and the harvest is good (Photo: Puratos Grand-Place Vietnam).

To further emphasize the role of farmers in the cocoa supply chain, as well as a tribute and demonstration of the strong commitment between Puratos Grand-Place and the Cacao-Trace farming community, the emotional communication campaign “A Journey - A Thousand Soulmates” was born. This is not just the story of a cocoa growing region, but a true slice of the injustice that has existed for too long in the supply chain. It is the farmers’ unwavering belief in cocoa that has motivated businesses like Puratos Grand-Place to come, not only to purchase, but to join them in writing a new chapter: fairer, more sustainable and brighter.

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Short film “A Journey - A Thousand Soulmates”: Paying tribute to the silent cocoa growers (Photo: Puratos Grand-Place Vietnam).

In addition to the commitment to purchase, provide technical support and donate seedlings, farmers also benefit from receiving rewards through the annual Chocolate Bonus program. This year, not only was there the presence of nearly 2,000 farming households and cocoa purchasing units, the award ceremony also had the participation of Mr. Karl Van den Bossche - Ambassador of the Kingdom of Belgium to Vietnam.

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Chocolate Bonus award ceremony in the Central Highlands with the participation of Mr. Karl Van den Bossche - Ambassador of the Kingdom of Belgium to Vietnam (Photo: Puratos Grand-Place Vietnam).

With a total bonus of up to about 25 billion VND from 2016 to 2024, Chocolate Bonus is not only a worthy reward for the efforts of the people, but also a commitment of businesses in general and Puratos Grand-Place in particular in the journey of "Creating value - Sharing value".

Source: https://dantri.com.vn/kinh-doanh/kien-tri-hon-2-thap-ky-no-luc-cua-nguoi-nong-dan-trong-cacao-da-duoc-hoi-dap-20250804200324507.htm