Seeds of Change

Continuing my chocolate research, I came across this Seeds of Change bar in Sainsburys. Looking at the wrapping, it had a Lincolnshire address on it, which made me think it had been produced in the United Kingdom. My first reaction was: good old Sainsbury, supporting small local manfacturers.



Eating this chocolate was a very positive experience. Normally I don't like dark chocolate, but this bar had a luxurious melting texture which, combined with the seeds, made it (for me) unique. Sweet and delicate cocoa perfume; intense chocolate taste that did not have even the slightest sickly kickback.

Using the inside of the wrapper, the company had worked hard to counter post-purchase dissonance by offering an attractive narrative that talked about organic Turkish apricots, Black Sea hazlenuts, and Persian walnuts grown on one specific farm in France.

This chocolate bar seemed too good to be true.

And it was.

Searching for Seeds of Change on Google, the company is AMERICAN, and it appears the products are shipped half-way across the world to get to the British market. Worse, their website carries (in tiny text) the trademark of Mars Incorporated, a mega monster. I felt tricked.

So ten out of ten for a product experience, but ZERO out of ten for pretending to be something it isn't. Seeds of Change made me feel a fool for thinking they were small and local. I am going to punish them for this by NEVER BUYING THEIR PRODUCTS AGAIN.