Pure Chocolate, after obtaining Hazard Analysis and Critical Control Points (HACCP) certification, has cited this success a strategic move that will allow the company to bolster its competitive edge in both local and international markets.

The certification, in positioning the company for greater success in the marketplace, will help to build trust and loyalty among consumers as it strives to ensure safety — preventing against food-borne illnesses and contamination. Enhancing operational efficiency it will also ensure compliance with legal requirements.

“Our conversations with international distributors continuously came to certification and accreditation and so we sought to pursue our own designation to be able to confidently move forward. As a growing company we also wanted to be able to stand next to any international brand as we show the world that we can…that Jamaica can,” said Wouter Tjeertes, owner of the Ocho Rios-based chocolate manufacturing company.

Having earlier this year broadened its export reach, products from the company can now be found beyond mainland Europe in markets such as the UK and US sold at over 50 locations. With plans to target Japan and other Asian markets, the company views the successful securing of its HACCP certification as essential to further buttressing export initiative.

“Several potential distribution partners were willing to work with us contingent on international accredited certification and now that we have been able to achieve this, we can go full speed ahead. Besides this, we have also found it important to raise the bar locally and to prove to ourselves and the rest of the island that we are capable of competing in this field,” Tjeertes stated, while indicating that,“to be successful in the artisan segment of the chocolate market, finding multiple avenues to sell products is crucial for our continued growth.”

CEO of MAB Food Safety Consultancy and Pure Chocolate’s HACCP consultant Michelle Brown, in underscoring the importance of HACCP certification, said it will ensure compliance with food safety laws and regulations in both domestic and international markets. The move, which not only solidifies Pure Chocolate’s commitment to producing safe, high-quality chocolate products, also positions the small manufacturer as a reliable supplier for retailers and distributors who prioritise HACCP-certified partners.

“In the cocoa and chocolate industry, where safety, quality, and compliance are paramount, HACCP certification is not just a competitive advantage but a critical necessity. It supports operational excellence, regulatory compliance, and consumer trust, making it essential for companies aiming to thrive in global and highly scrutinised markets,” Brown said.

“HACCP certification is therefore a key requirement for exporting cocoa and chocolate products to international markets, ensuring smooth trade while reducing the risk of rejections or bans,” she added.

Formed in 2017 with a vision to create a home-grown product, Pure Chocolate’s operation includes an artisan studio and shop at Island Village in Ocho Rios where tourists and local visitors can learn about the manufacturing of chocolate through interactive sessions with the staff before purchasing chocolate products from the shop.

Following fallouts from damage to the Ocho Rios cruise pier in February which negatively impacted sales for the business, the securing of the HACCP certification when tied to return of ships, the company’s CEO believes, will significantly help to enhance the studio’s appeal to cruise ship customers, hotel guests, and the wider local community.

“The damaged pier is indeed still a financial burden that the whole of Ocho Rios has to carry, but work has commenced, and a temporary workaround was implemented recently where our guests are being brought to shore by boat. We are, however, very hopeful about the current winter season and look forward to the pier becoming fully operational as soon as possible,” Tjeertes said.

Constantly working to enhance the company’s reputation for producing high-quality products, Pure Chocolate after participating in the Cacao of Excellence programme organised by the Alliance of Bioversity International and the International Center for Tropical Agriculture earlier this year also secured the Gold Award in the Central American and Caribbean category for the quality of its cocoa beans.

Through training programmes done over the last three years, the chocolate manufacturing company has remained focused on improving the productivity and quality of its cocoa. Partnering with the International Trade Centre (ITC) through their Alliances for Action programme, more than 25 farmers over the period have benefited from shared interactions, insights, innovative techniques and successful methods that have helped them to better further develop the crop.

“As we continue to grow, we want to focus on more training and development while forging additional partnerships with our local farmers so that we can all benefit from this amazing crop. As we go froward, we plan to deepen our connections with distribution partners, as we work to launch another uniquely Jamaican flavoured bar. To be able to confidently engage larger overseas partners in this new phase of development, HACCP accreditation is a must,” Tjeertes said.