The current climate changes are affecting the foundation of cacao production, taking account for the rising demand of chocolate in the developing countries, and facing limited options in terms of cultivating sufficient amounts on limited areas in Latin America, the African West Coast and Asia. While Bolivia is one of the smaller producers in the Latin American region, it currently shows a great potential for sustainable production, considering the political momentum, with legal framework respectively promoting ecological production and agricultural reforms towards sustainability. By looking at a specific Supply Chain from the point of production in the Bolivian rainforest and at the arrival of the finished product on the market in Denmark, this thesis seeks to investigate: How does the current upsurge of sustainability affect the sustainable production of chocolate in the Department of Beni? The research question will be examined through the use of theories Corporate Social Responsibility and Doughnut Economics. These theories will outline a macro perspective, whereas the interviews will provide a micro perspective.
The relevance of sustainable production will be examined through a series of interviews with the producer and vendor of the Dutch manufacturing company Original Beans. Utilising a descriptive research design and Display Technique, elite interviews with a representative of the Original Beans and the vendor of the chocolate on the Danish market will be analysed. This has been done in order to fully comprehend the significance of sustainable production throughout the Supply Chain, as well as the perception of the product on the Danish market. The perception on the Danish market is in the thesis investigated through the perspective of the vendor, focusing on the Millennials as a specific consumer group. Though Bolivia represents a narrow case selection, the argument of sustainable chocolate production can be projected on to any other sustainable food production. Therefore, the aim of the thesis is to account for the importance of continued focus on sustainable production. As the research question remains open and investigative, an inductive approach is applied to guide the methodological structure. The thesis finds that the current upsurge in sustainability has introduced positive development for the high-quality ‘niche’ chocolate industry in Bolivia, both in terms of improving working conditions with the small-scale cacao farmers, as well as creating sustainable cultivation methods for a fragile crop. Meanwhile, the branding opportunities following the production of sustainable chocolate could prove to be a great advantage for Bolivian chocolate producers in an international context. Among others, the emergence of conscious consumers and the presence of a native wild cacao sort can be mentioned as great competitive advantages in the high-quality ‘niche’ chocolate industry.