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Unsere Mission

Ganzheitliche Verwertung der Kakaofrucht, um Dir die volle Freude am Kakao™ anzubieten. : Das ist unsere Mission. Dabei schlagen wir drei Fliegen mit einer Klappe
The mission of KOKOJOO is to guarantee the holistic processing of the cocoa fruit and to embody the African innovation spirit. To achieve this, we focus on the complete valorization of the cocoa fruit, using mainly so-called "waste" from the conventional processing of the cocoa fruit towards chocolate: cocoa bean shells (cocoa husk) and cocoa fruit juice. At the same time, we at KOKOJOO want to you to discover the African innovation spirit in Europe. With our products, our corporate strategy and the KOKOJOO brand, we act true to this mission:

Die Mission von KOKOJOO

Ganzheitliche Verwertung der Kakaofrucht. Kokojoo schlägt drei fliegen mit einer Klappe:

1. The modern remix of a true classic - Without "Bullshit" Ingredients

Cocoa has been called “the food of the gods”. The Aztecs already detected the power of this food 3,000 years ago – in particular its revitalizing effects. By developing innovative cocoa products that enhance the inner values of this superfood, KOKOJOO is promoting a healthy, responsible consumer lifestyle. It is no secret that the cocoa fruit is full of minerals and antioxidants, and not only in the beans but in all parts of the fruit. All KOKOJOO products are 100% natural and preserve or even emphasize the positive nutrients of the cocoa fruit. They are low in calories and sugar, free from artificial additives, gluten and lactose.

2. A Categorical No to the modern throw-away mentality #upcyclingcacao

Until cocoa becomes chocolate, the raw bean must undergo several weeks of processing. In conventional cocoa processing, up to 80% of the cocoa fruit are discarded. We think that’s too much! To act against this wasteful handling, we currently intervene at two points of the processing to use what is consider “waste”: The pulp of the cocoa fruit is separated from the beans through natural processing in the first days after harvest. It serves as base for other products such as kōkōjoo juice and sweetener for other kōkōjoo products. The beans are then fermented over the course of 5-7 days, dried in the sun and roasted. At this point, the beans are conventionally exported to Europe to be processed further.

At KOKOJOO however, we work with cocoa cooperatives in West Africa who by hand break apart the cocoa bean shells from the roasted beans. The shells serve as base for our kōkōjoo original, kōkōjoo caffeine, kōkōjoo focus and kōkōjoo concentrate. Studies have shown that the cocoa bean shells in fact surpass the nutritional values of cocoa beans with regards to vitamin B12 and fibers – a true superfood.

Further food and packaging products are already in the pipeline. For the development of packing based on cocoa bean shells, we utilize shells that have been discarded in industrial chocolate production in Europe. In the process, we guarantee the traceability of the cocoa beans to the farmers in West Africa.

3. Empowering "madeof.africa"

In our business process, we rely on a partial relocation of the production chain to the countries of origin of raw materials. Because one thing is clear: there can be no human development without contributing to local added value and strengthening the capacities of raw material producers. We are convinced that this strategy has a greater impact on sustainability than neo-colonial endeavors to exploit local resources and workforce for foreign profit or to market products as “exotic” or charitable.

We act true to the motto: Trade not Aid. For us at KOKOJOO this means that we provide new sources of income for the workers at the origin of our production chains as well as valuing and boosting their innovation spirit – including through our participation in the moa-foundation. This approach starts with crediting the source of our inspiration on the African continent in our corporate identity and extends to taking pride in our roots as an African brand at every step. In doing so, we contribute to making the cocoa world a better place for everyone involved.

This sets KOKOJOO apart from brands that use Africans purely for marketing purposes or worse, that present their production processes in Africa as an idealistic business strategy even though they are in fact motivated by profit-maximization or the self-interest to “save poor Africans” (aka white saviorism).