How can you tell the quality of chocolate? - Original Beans

by Teresa Nowicki


Insights and tips from our flavour experts

Craft Chocolate, bean-to-bar, certifications and chocolate awards. Are you confused? Have you just recently come to taste new and different chocolates, and discovered that there is much more to chocolate? Do you want to learn more about the art of chocolate? Then start here. 

We share with you a few secrets about making outstanding chocolate and how you can tell the good from the bad. Like all things in life, it takes dedication to become an expert. And our Original Beans flavour makers have dedicated their lives from early age to become the very best in what they make: chocolate. Let us introduce two of them to you.  

Jan Schubert is one of our Bean Team members in charge of finding, identifying, growing and harvesting the world's rarest cacao. Vera Hofman is our product master. She decides how best to express the flavours of any of our rare cacaos in a chocolate recipe by defining its roasting, percentage of cacao, grinding and conching specification.

For this interview, we crossed several time zones between the Netherlands, Germany and Ecuador for you. Whether you are new to the taste of rare chocolate or an expert yourself, we hope you get inspired by our flavour makers Jan and Vera as they share their experiences on how to recognise good chocolate, what fascinates them about cacao, and how they became world-leading experts in what they are doing.

Vera chocolate taste
Jan cacao tree
Q: Jan, despite your young age, you are a key member of the Bean Team almost from the start. Recently, the Deutschlandfunk radio called you the Christiano Ronaldo of cacao tasting. How did you come to be such an expert?

Jan: I started making chocolate when I was 14 years old. Back then, I felt disappointed by the chocolates I found in Italy and elsewhere, and started to make my own drinking chocolate. Soon I became curious about where chocolate comes form in the first place. So I traveled to Peru to learn about cacao growing and dug deeper into the knowledge of growing cocoa. Eventually, I met Philipp Kauffmann, the founder and Chief Grower of Original Beans and joined the mission.

Q: Vera, when you started chocolate tasting in 1997, this wasn’t even a profession. Take us back in time...

Vera: When I was 17 years old, I started making my own pralines and sold them on a small scale. After seven years of making chocolates, I became more interested in cacao itself. Then, in October 1997, I discovered one of the first single-origin bars and I was immediately hooked. Back then, there were hardly any good, single-origin chocolates. Just imagine: we had no way of ordering online then! You had to travel to major cities like Paris to get something special. When I eventually met Philipp Kauffmann at a tasting in November 2008, I was thrilled by the quality of the chocolates and by what the company was setting out to achieve for the cacao industry: to show that regenerative consumption is possible. Ten years have passed since and a lot has changed in recent years. It still feels amazing to be a part of it.

Jan_in the fields making notes_7277
Q: Let's assume you were new to the world of fine chocolate and so far used to the omnipresent sweet confectionary: how would you go about distinguishing good from bad chocolate? 

Vera: It’s a process and it takes practice to "educate" your taste buds.

When someone is accustomed to random milk chocolate - which in fact is largely sugar called chocolate - it will be hard initially to get off the sugar and taste cacao. I would start with a lower percentage dark chocolate, but one that already gives you a full vivid flavour specturm. Like our Beni Wild 66%.

I understand that many people find comfort in the familiar and we have all been made familiar with excessively sweet taste sensations by the industrial confectionary industry. Let me repeat once more that what is called chocolate in the supermarket is largely white sugar with cheap fats and a tiny bit of very bad quality cocoa. If you get a darker bar from the same bad quality cocoa it will taste bitter and pretty awful. So it's no wonder most people shy away from high cocoa percentages because they have learned that cocoa is bitter. Good cacao is not bitter. 

Next you need to distinguish whether the chocolate is bad because of the bean quality or because it’s badly crafted.

Q: How can you tell that? 

Jan: There is no way to make good chocolate out of lousy beans, but bad makers can certainly ruin a good bean. Check the ingredient list, for example. Lecithin is added to change the texture, or viscosity, of a chocolate, so that it can be produced faster. Vanilla or vanillin aroma is used in many chocolates to cover bitterness that comes from bad quality and terrible treatment of the beans. Good beans well treated do not require any additives. By nature, cacao is exceptionally complex in its aromas. 

Most industrial chocolate originates from monoculture plantations. At Original Beans we source our cocoas where they naturally grow, in their unique regional terroirs. Often by tradition, local growers know best when to harvest and how to ferment and dry their rare cacaos. We help them with our knowhow, and together we create beans which are the very best in the world. 

Once you have a such an exceptionally tasty bean, the art of manufacture is the art of doing less. Gentle roasting, fine grinding, careful conching.

In contrast, the beans for any standard supermarket chocolate get inadequately treated on the farm, and then in the factory they do all the intensive tricks: burning the beans instead of roasting them to cover defective flavours. Intense conching  removes any defects, but also removes all characteristics of that bean. Add loads of sugar, (artificial) vanilla, milk powder and nuts, and you get what our kids are taught to know as chocolate. You can hear, I find this not only untasteful, but also unethical.

Both of our flavour makers, in very different positions along our value chain, play a mayor role in making flavourful chocolate. Jan spends most of the year in South America working in the cacao forests and with the growers. And our product master Vera works with the teams in lab and factory to create the chocolate you know and love.

chocolate probes
Q: How do you transfer all this knowledge and your experience into Original Beans chocolates?

Vera: Well that's our work ... and indeed a team effort. I get such good quality beans - thanks to our Bean Team's work with the growers - that I can work with a really distinct, clear flavour profile without any defects. I taste a character, like a personality, which I try to shape into chocolate. 

So assume Jan has decided that a bean is good enough to make it into an Original Beans chocolate. We then taste the bean, ground up in warm water, and we make a standardized chocolate from it both, to taste what the bean is about.

This is a very rough way of tasting chocolate, but you can taste all its true flavours and that's my character to work with. The question I obsess about is how to express this character best. I work from the bean, not from marketing. High percentage chocolates are very hip right now, but that may not fit this bean. 

Q: Why not?

Vera: At very high percentages it becomes difficult to taste subtleties and fruitiness of a bean. Some cacao really need sugar to bring out their rare flavours. 

Jan: That’s a good point you mention here Vera, and I think it’s very unique to Original Beans. Most makers decide straight away on a percentage and that’s it. You on the other hand decide that by the character of the bean.

Vera: Yes, for any given bean I try a whole percentage range. For example for the Arhuaco: 85% cacao was too much - all the spicy flavours vanished. Under 80% got too sweet for the subtle spice flavours. 82% was perfect. 

The Zoque 88% would have been great as a 90% chocolate marketing-wise, but I found 88% was  the perfect balance for its unique tropical fruitiness. That it was awarded with the BOOM Award this year, makes me proud and happy, because it also means that more people get introduced to it and thus to better chocolate. I feel excited to see the increasing numbers of people starting to care about good chocolate. This community has grown so much in recent years and consumers become more conscious and want to know where their food comes from and how to enjoy it more.

Jan: Luckily, with our work we are able to contribute to creating chocolates that are rare in taste, transparent in their supply chains and that leave a positive impact on the planet.

Choc making_P7233747
Become part of the community and learn more.

In the lab, we taste different percentages of cacao and sugar, and during manufacture we take taste samples every half hour during conching - all to make the perfect chocolate for you.


Learn from Jan how he chooses original beans and what's special about fermentation. Learn from Vera how she tastes chocolate and how you can train your taste buds.

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