On today’s episode, we welcome Alex Whitmore, Founder & CEO of Taza Chocolate — the pioneering craft chocolate brand known for its bold, stone-ground texture and radical transparency in sourcing.
Alex’s journey began with a single cup of traditional stone-ground chocolate in Oaxaca, Mexico — an experience that completely reshaped how he thought about food, sourcing, and business. When he returned to Boston, he and his wife Kathleen Fulton began making chocolate using the traditional methods he learned there, and Taza was born.
In this episode, Alex shares how Taza grew into one of the most values-driven chocolate companies in the U.S., why it became the first to implement third-party-certified Direct Trade cacao, and what it really means to publish exactly what farmers are paid. We also discuss how the chocolate industry has changed over the past 20 years, what’s happening behind the scenes with rising cocoa prices and supply chain pressure, and where Alex sees the future of ethical food heading next. This conversation is packed with insight for founders, operators, and anyone interested in building principled brands that challenge the status quo.