Reversing Africa’s cocoa paradox. Why Easter celebration signals a call to action.

Around the world, chocolate in all shapes and sizes symbolize Easter and bring joy to millions of kids and adults alike. And the demand for chocolate will most likely continue to increase, according to experts. Africa produces about 75 percent of the world’s cocoa. But the region faces a daunting paradox: though it accounts for a majority of the world’s cocoa production, Africa gets just 5 percent of the US $100 billion annual chocolate market value. Most cocoa farmers have never even tasted chocolate. Africa’s agro-industrialization is key to transforming the cocoa value chain.