> ## Content Index > Fetch the complete content index at: https://thechocolatelife.com/llms.txt > Use this file to discover other available public pages before exploring further. # A Threat to Craft Chocolate? | #PodSaveChocolate Ep 104 - URL: https://thechocolatelife.com/a-threat-to-craft-chocolate-podsavechocolate-ep-104/ - Published: 2025-02-26T20:32:59.000Z - Updated: 2025-03-02T18:53:35.000Z - Description: Episode 104 is a response to an OpEd penned by Alastair (Ali) Gower of Chocolate Tree (Scotland), published in the industry newsletter Cocoa Radar. While the OpEd posits questions about the definition of craft, it questions how (some) companies market themselves as being craft. [ Updated ] - Author: Clay Gordon - Tags: PodSaveChocolate, Live Stream **When and Where to Watch** šŸ—“ļø The stream airs at 11:00 ****MST** (10:00 PST, 12:00 CST, 13:00 EST), on Friday, February 28th. Links below to watch ā€“ or to view the archived episode. [A Threat to Craft Chocolate? | #PodSaveChocolate Ep 104Episode 104 OverviewEpisode 104 is a response to an OpEd, penned by Alastair (Ali) Gower of Chocolate Tree (Scotland), and published in the industry newslettā€¦![](https://thechocolatelife.com/content/images/icon/favicon_144x144-7.png)YouTube![](https://thechocolatelife.com/content/images/thumbnail/maxresdefault-7.jpg)](https://youtube.com/live/VKE%5FfDEsspY?ref=thechocolatelife.com) Click on this (shareable) link to watch on YouTube. Please subscribe (free!) to the [@PodSaveChocolate YouTube channel](https://www.youtube.com/@podsavechocolate/featured?ref=thechocolatelife.com), like this video, comment, and ****share** this episode to help grow the #PSC community. [Clay Gordon on LinkedIn: #lavidacocoa #thechocolatelife #cacao #cocoa #cacau #chocolateā€¦Episode 104 Overview Episode 104 is a response to an OpEd, penned by Alastair (Ali) Gower of Chocolate Tree (Scotland), and published in the industryā€¦![](https://thechocolatelife.com/content/images/icon/al2o9zrvru7aqj8e1x2rzsrca-12)LinkedInClay Gordon![](https://thechocolatelife.com/content/images/thumbnail/c45fy346jw096z9pbphyyhdz7-12)](https://www.linkedin.com/posts/claygordon%5Flavidacocoa-thechocolatelife-cacao-activity-7300604800235094016-FQza?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAABaLUB44l0lzyoZ9nf9Lg8nfstgzLqxbg) This ****LINKEDIN** link is shareable. [A Threat to Craft Chocolate? | #PodSaveChocolate Ep 104Other event by TheChocolateLife on Friday, February 28 2025![](https://thechocolatelife.com/content/images/icon/ay1hV6OlegS.ico)#PodSaveChocolate Ep 104![](https://thechocolatelife.com/content/images/thumbnail/media-12)](https://fb.me/e/7CqfChrJO?ref=thechocolatelife.com) This ****FACEBOOK** link is also shareable. --- ## **Episode 104 Overview** Before there was Ocelot Chocolate there was Original Beans. And before there was Original Beans, there was Felchlin. In between Felchlin and Original Beans (timewise, not connection-wise) were Noka and The Mast Brothers (aka Mast aka Mast Pantry). A common thread that can be drawn between Ocelot, Original Beans, Mast, and Noka connects a question of *how* they are representing what they are and do (and donā€™t do). Shortly after the publication of the OpEd in Cocoa Radar, Ali reached out to me wondering if Iā€™d read the article and what I thought about the points he made. We corresponded and he graciously consented to my taking this topic on. > Anyone who has followed my work for any length of time knows that I take word meanings very seriously and am very careful not to conflate meanings unnecessarily. (This aligns with the principle of William of Ockhamā€™s (or [Occamā€™s) Razor](https://en.wikipedia.org/wiki/Occam%27s%5Frazor?ref=thechocolatelife.com), which recommends searching for explanations that incorporate the fewest assumptions.) In this episode Iā€™ll take a look at what Ali proposes and explore some its ramifications ā€“ including where I agree *and* disagree, and where more work needs to be done to clarify the use of terminology. If you are a craft/bean-to-bar chocolate maker, pay attention to the way you are representing yourself as you may be inadvertently misleading your customers. From the experiences with Nokan and Mast, we know how that *can* turn out in the end. (And itā€™s not pretty.) --- ### **Primary Links** [The definition of ā€˜Craft Chocolateā€™ is under threat - and industry, consumers should know betterBy Alastair Gower, co-founder, Chocolate Tree![](https://thechocolatelife.com/content/images/icon/sophie-LOGO-FINAL_WEB.png)From The Desk of CocoaRadarAnthony Myers![](https://thechocolatelife.com/content/images/thumbnail/Blog_Choc_Tree_Mix_crop.jpg)](https://cocoaradar.com/the-definition-of-craft-chocolate-is-under-threat-and-industry-consumers-should-know-better/?ref=thechocolatelife.com) Chocolate Tree came to my attention in recent weeks because of an OpEd that was published in CocoaRadar. [Artisan organic chocolate made in Scotland | Ocelot ChocolateSpeciality organic chocolate handmade + designed in a micro chocolate factory in Edinburgh, Scotland. Found in beautiful stores worldwide.![](https://thechocolatelife.com/content/images/icon/favicon-16.ico)Ocelot Chocolate![](https://thechocolatelife.com/content/images/thumbnail/Ocelot-Logo.png)](https://www.ocelotchocolate.com/?ref=thechocolatelife.com) [Original Beans ChocolatesOriginal Beans![](https://thechocolatelife.com/content/images/icon/OB_favicon_32x32.png)Original Beans![](https://thechocolatelife.com/content/images/thumbnail/Logo_Dark_v2.png)](https://originalbeans.com/?ref=thechocolatelife.com) ā€œ[Our](https://originalbeans.com/pages/our-craft-chocolates?ref=thechocolatelife.com) Craft Chocolateā€ [HomeFor more than a century, Felchlin has been one of the leading companies in the production of the finest Swiss chocolate and semi-finished products.![](https://thechocolatelife.com/content/images/icon/apple-touch-icon-2.png)Felchlin![](https://thechocolatelife.com/content/images/thumbnail/slide_2_1.jpg)](https://www.felchlin.com/en/?ref=thechocolatelife.com) --- ### **Resources** [Whatā€™s Noka Worth? (Part 1) | DallasFood![](https://thechocolatelife.com/content/images/icon/favicon-17.ico)DallasFood |scott![](https://thechocolatelife.com/content/images/thumbnail/nokaboxes-1.jpg)](https://dallasfood.org/2006/12/noka-chocolate-part-1/?ref=thechocolatelife.com) 10-part series [The High-End Chocolate World Hates Mast BrothersBeards. If youā€™ve heard of the Mast brothers, thatā€™s probably the first word you came across, even before chocolate. Yes, Rick and Michael Mast makeā€¦![](https://thechocolatelife.com/content/images/icon/icon.180x180.png)SlateMegan Giller![](https://thechocolatelife.com/content/images/thumbnail/1edd2af3-5e49-4af3-87e0-c07adff81aba.jpg)](https://slate.com/human-interest/2015/03/against-mast-brothers-why-chocolate-experts-hate-the-best-known-craft-chocolate-brand-in-america.html?ref=thechocolatelife.com) The first salvo across the bow of the Mast Bros ship, March 2015. [Mast Brothers: What Lies Behind the Beards (Part 1, Taste/Texture) | DallasFood![](https://thechocolatelife.com/content/images/icon/favicon-18.ico)DallasFood |scott![](https://thechocolatelife.com/content/images/thumbnail/mast-nib-small.jpg)](https://dallasfood.org/2015/12/mast-brothers-what-lies-behind-the-beards-part-1-tastetexture/?ref=thechocolatelife.com) 4-part series [An Open Response to Mast ChocolatešŸ’”The post on Medium linked to in the first paragraph was deleted by the author. Rick, Mike, I have waited to respond to Rickā€™s reply to my comment on Matt Robertsonā€™s article on Medium because I wanted some time to reflect on what Rick wrote. I had other![](https://thechocolatelife.com/content/images/icon/JR_Pods60x60FavIconCutoutButtons-37.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/thumbnail/KGHkd_-bikuo3ACIFany7Q.jpg)](https://thechocolatelife.com/an-open-response-to-mast-chocolate/) [Revisiting Mast (Bros)Four years after a scandal rocked the company causing it to close operations in Brooklyn, in December 2019 Mast reopened in Mt Kisco, NY.![](https://thechocolatelife.com/content/images/icon/JR_Pods60x60FavIconCutoutButtons-38.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/thumbnail/FeaturedImage_MastInterior1920x-2.jpg)](https://thechocolatelife.com/revisiting-mast-bros/) [Organic Scottish Craft Chocolate | Chocolate TreeOrganic Scottish craft chocolate, single origin bean to bar and flavoured bars, baking, vegan and hot chocolate![](https://thechocolatelife.com/content/images/icon/cropped-site-icon-1-340x340.png)Chocolate Tree![](https://thechocolatelife.com/content/images/thumbnail/flowerslider.jpg)](https://www.choctree.co.uk/?ref=thechocolatelife.com) --- ### **Questions?** If you have questions or want to comment, you can do so during the episode or, if you are a ChocolateLife member, you can add them in the Comments below at ***any*** time. --- ### **More Episode Hashtags and Social Media Links** #cocoa #cacao #cacau #chocolate #chocolat #craftchocolate #PodSaveChoc #PSC #LaVidaCocoa #TheChocolateLife --- ### **Future Episodes** šŸ—“ļø None scheduled when this episode was published. --- ### **#PodSaveChocolate and #TheChocolateLifeLIVE Archives** **To read an archived post** and find the links to watch archived episodes, click on one of the bookmark cards, below. [Pod Save Chocolate Calendar and ArchiveNews, views, and conversations on topics in cocoa and chocolate streamed live to YouTube, LinkedIn, and Facebook. #PodSaveChocolate!![](https://thechocolatelife.com/content/images/size/w256h256/2020/12/JR_Pods60x60FavIconCutoutButtons.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/2023/11/TagImageBanner-PodSaveChocTagFinal_1920x1080-5.jpg)](https://thechocolatelife.com/pod-save-chocolate-calendar-and-archive/) [#TheChocolateLifeLIVE ArchiveNews, views, and conversations on topics in cocoa and chocolate streamed live to YouTube, LinkedIn, and Facebook.![](https://thechocolatelife.com/content/images/size/w256h256/2020/12/JR_Pods60x60FavIconCutoutButtons.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/2023/03/solen-feyissa-WG7v_wYZW4Q-unsplash-CalendarFeatured1920x1080.jpg)](https://thechocolatelife.com/thechocolatelife-live-calendar/) [PodSaveChocolateHosted by Clay Gordon, the creator and moderator of TheChocolateLife.com, #PodSaveChocolate covers a wide variety of topics in the worlds of cocoa and chocolate. The video versions of this podcast are hosted and archived on YouTube, LinkedIn, and Facebook. Click on the PodSaveChocolate link in the top nav on TheChocolateLife for the links to the post accompanying each episode.![](https://pnc.st/static/img/256x256.png)Pinecast![](https://social.pinecast.net/preview_card/podcasts/covers/d3730dca-0711-4720-9ef3-3b18918c1f0d/TagImageBanner-PodSaveChocTagFinal_1920x1080.jpg?title=PodSaveChocolate)](https://pnc.st/s/podsavechocolate?ref=thechocolatelife.com) Audio-only versions. --- ## Not a Member? Live The Chocolate Life ā€“ Live La Vida Cocoa! Sign up for Free to comment and receive members-only content. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime. Premium subscriptions available. ### **Become a Premium ChocolateLife Member!** | These offers are available to free members, so subscribe above then click one of the following links. | | | ----------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------- | | **Team TCL Member** Monthly membership | [First 2 months FREE](https://thechocolatelife.com/first-two-months-free-team-tcl-member) (save $10/yr) | | **Team TCL Leader** Monthly membership | [First 2 months FREE](https://thechocolatelife.com/two-free-months-team-tcl-leader) (save $30/yr) |