February 7, 2008

WIRED Magazine Cofounder Becomes Chocolatier

Louis Rossetto, the innovator who launched WIRED 15 years ago, is not applying that creativity to chocolate by launching Tcho. The startup aims to do for cacao beans what Starbucks did for coffee.

To them, chocolate isn't just a processed food; it's an agricultural product with its own terroir. It starts at the pod: The company plans to help farmers in Africa and Latin America apply more-scientific techniques to growing and fermenting.

Tcho's San Francisco factory crafts beans into chocolate that is labeled with the cacao varietal, origin, and a whole new lexicon. (sounds like wine...hmmm...that's what we've been talking about too!)

Check out the Tcho website

Check out WIRED magazine

From WIRED
Photo: Todd Tankersley