Chocolate Colonialism: Unpacking the Dark History Behind Your Sweet Treat
Tempelhof Museum
Most of us love a bar of chocolate every once in a while. But did you know there's a deep connection between chocolate production, colonialism, and advertising?
Exploring "Chocolate Colonialism" at Tempelhof Museum
I'm here at the Tempelhof Museum in Alt Mariendorf, Berlinwhere the exhibition "Chocolate colonialism" (Chocolate Colonialism) is currently on display. This exhibition tells the story of Sarottia Berlin-based chocolate brand founded in 1852which once held the title of Germany's largest chocolate manufacturer.
At its peak in the 1920s, the Sarotti factory near the Teltow Canal employed around 3,000 people. However, what is particularly problematic is how Sarotti used racialized imagery in its branding and marketing.
The Sarotti Mascot: A Colonial Legacy in Chocolate Advertising
One of the most striking aspects of Sarotti's history is its controversial mascot. The "Sarotti Moor"introduced in 1918, depicted a Black figure dressed in colorful clothing, serving chocolates to their supposed "colonial masters."
This imagery was used until 2004reinforcing colonialist stereotypes of Black servitude. Public backlash eventually led to its modification, but not before children of Black parents and activists had to pressure NestléSarotti's then-parent company, to reconsider their campaign ideas.
Sarotti's advertising strategy set a precedent across Europe, encouraging the use of racialized imagery in chocolate marketing. The intent behind the mascot was to romanticize colonialism and symbolize the exotic origins of cocoa, but in reality, it perpetuated racist ideologies and reinforced the "othering" of Black people.
The Colonial Roots of Chocolate
Chocolate comes from the cocoa plantwhich originates from South and Central America. Indigenous peoples had been consuming cocoa-based drinks for centuries before Spanish colonial officers forcibly took cocoa seeds from Mexico after a bloody conquest.
By the late 19th centuryGermany had established several colonies in Africa, including Togo and Cameroon, to expand cocoa production. The conditions on these plantations were inhumane, and exploitation continued even after the German colonial period ended.
By the 20th century, most raw cocoa was exported from African colonies to Europewhere it was turned into commercial chocolate for consumers. The profits remained in Europe, while those who cultivated the raw materials remained in poverty.
Sarotti's Dark History During WWII
Sarotti's troubling history doesn't end with colonial exploitation. During World War II, the company collaborated with Nazi authorities, supplying chocolate to the German Wehrmacht. Sarotti therefore used forced laborers from Poland and the Czech Republic, further entrenching its role in historical injustices.
Modern Chocolate Industry: A Legacy of Exploitation
Even today, the chocolate industry remains plagued by economic inequalities, environmental concerns, and ethical violations, including child labor.
Many Western companies refuse to relocate production to the countries where cocoa is grown. This allows them to avoid higher taxation, investment in local infrastructure like electricityand prevents the transfer of knowledge and economic power to former colonies.
Despite the global cocoa industry being worth $16 billion annually, the average income of cocoa farmers remains shockingly low-between $30 and $110 per household per year. In Ghana and Côte d'Ivoirewhich account for 60% of global cocoa production, farmers make between $0.78 and $1 per day.
Supporting Ethical Chocolate Brands
But there's hope! Consumers can make a difference by choosing ethically sourced chocolate. Look for brands with the Fairtrade logowhich ensures fairer prices, better working conditions, and sustainable farming practices.
Initiatives like Fairafricwhich produces chocolate in Ghana, help increase local incomes up to four times by keeping more of the production process within the country.
Visit the Exhibition
The "Chocolate Colonialism" exhibition runs at the Tempelhof Museum until September 30. It's a must-visit for anyone interested in uncovering the complex and often uncomfortable history behind one of the world's favorite treats.
Thanks for reading-and next time you enjoy a bar of chocolate, take a moment to consider the history behind it!