Report Synopsis

The world of cacao

Linda Kopczinski

note: Linda's final 'report' is a beautiful cookery book, including recepies around the world and the findings of her Nuffield study. Please contact Linda for this unique Nuffield experience!

My name is Linda Kopczinski, and I am a farm-based chocolatier. Using the milk from our own cows, I create cream, which I then process into handmade chocolates. In January 2023, I started my own business, Boerinlinda.
I decided to experiment in a niche market. During my Nuffield Scholarship, I began setting up my business and discovered that there isn't a single dairy farmer in the Netherlands who makes chocolate using cream produced on their own farm. This inspired me to take on this unique challenge and combine my passion for artisanal chocolate with the products from our farm.
My Nuffield Scholarship was an educational journey where I learned a lot about entrepreneurship, setting up a business, gaining knowledge, and expanding my network.

Boerinlinda
In January 2023, I started my own chocolate business. As I was setting up the company, I questioned whether I should undertake the entire production process, from "bean to bar," on my own premises. This means managing every step of the chocolate production process yourself: starting with the cacao bean, which you roll, blast, and crush to remove the shell. Next, you grind the bean, releasing oil. After the oil is released, you add milk powder, sugar, and binders to the cacao, resulting in chocolate. This is a very intensive process that takes three days, but it offers the opportunity to produce fairer chocolate by sourcing cacao beans from a specific plantation. However, the question is: is the average Dutch person concerned with this?
If I were to invest in this production method on my premises, would it add value to my product? After all, the average Dutch person consumes 4.5 kg of chocolate per year. Many of the cacao beans are shipped from producing countries to countries where chocolate is processed, and the Netherlands plays a leading role in this. We are the world's largest cacao producer, processing about 500,000 tons annually, which accounts for 13% of the total global production. A significant portion of these cacao beans comes from Indonesia, a former Dutch colony, where the beans were historically shipped to the Netherlands, leading to the development of a cacao industry in the Zaanstreek. I will tell you more about my research in the following pages.

Conclusions
General Conclusions
•    Emphasizing “cream from our own cows” is crucial for sustainability, quality, and transparency. By using milk from one’s own farm, producers can ensure strict quality control, reduce transportation needs, and provide consumers with a clear understanding of where their food comes from. This approach increases trust and contributes to a reduced carbon footprint.
•    Investing in a 'bean-to-bar' installation would not add value for smaller-scale businesses. The high setup costs and specialized expertise required pose significant challenges, and lower production volumes often lead to profitability issues, making this approach impractical for many small operations.
•    Supporting local dairy farms strengthens the local economy and builds community resilience.

What I Will Do in My Own Business
In my journey to establish my chocolate business, using high-quality, locally sourced cream is central to my vision. Focusing on these local ingredients enhances flavor and strengthens a responsible brand identity, resonating with today’s conscientious consumers. Storytelling will be an important tool for communicating this commitment to sustainability and local sourcing, helping consumers understand the care that goes into our products.
For example, by sharing the story behind the brand, a business like Boerinlinda can create an emotional connection with customers. This strengthens brand identity, builds customer loyalty, and makes a lasting impression. By providing context and meaning to products, storytelling makes them more relevant and appealing to the target audience.

Further Steps for My Business
My next steps will include focusing on marketing and storytelling to strengthen my brand's identity. I will also explore additional ways to emphasize our use of local ingredients, possibly by developing new products that highlight regional flavors. Scaling up may be considered later, but only if it aligns with our brand's authenticity and values.

Recommendations
This study has been small in scale, which limits the scope of the results. I conducted an online market survey through my social media accounts on Instagram and Facebook, receiving 89 responses mainly from existing consumers of my product. While this feedback is valuable, the small sample size means that the findings may not fully represent the broader market.
Local vs. International Trends:
•    Research into the influence of local and international trends on product development and consumer behavior can help tailor offerings to meet specific market demands. For new entrepreneurs, understanding these trends can provide a competitive edge and inform effective product positioning strategies.
Communicating Product Adaptations:
•    It’s essential to understand how to communicate product adaptations to target audiences effectively. For small producers, clear and engaging messaging can enhance consumer loyalty and engagement. This research can offer entrepreneurs valuable insights on the best practices for keeping audiences informed and connected.


Role of Marketing in Success:
•    Investigating how different marketing strategies impact product success is critical, especially for businesses looking to expand their reach. Entrepreneurs can use this research to identify marketing tactics that resonate best with their target demographics and refine their approach to attract new customers.
Scaling Up While Maintaining Authenticity:
•    For businesses considering expansion, it’s beneficial to study how niche entrepreneurs successfully grow while maintaining their brand identity. For others in similar situations, these strategies can provide a roadmap for scaling up without compromising authenticity or quality.

 


 

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