2024-09-18 01:51:35
“Cocoa has as much potential as coffee.” Shalena is a chocolate factory that was founded six years ago in Íquira and has chosen to produce high-quality chocolates in different presentations. They point out that the niche market they are looking for is that of people who know the importance of high-quality products.
HUILA DIARY, CONTEXT
By: Gustavo Patiño
“Cocoa has as much potential as coffee.” In the middle of the mountains of Íquira, a business was born six years ago that has managed to stand out in the competitive world of gourmet chocolates. This is Chocolatería Shalena, a company that has found in cocoa not only a source of income, but also a way to highlight the value of local products and offer the market a high-quality alternative.
This project has not only transformed the lives of those behind its creation, but has also begun to generate an impact on the economy of the region, with differentiated products that have managed to capture the attention of demanding consumers and connoisseurs of fine chocolates. The history of Chocolatería Shalena is that of an enterprise that, with effort, dedication and institutional support, has achieved sustainable growth and a projection that places it in the sights of new markets.
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Beginning of sleep
It all began with the vision of Karen Castro González, an entrepreneur who, together with her team, decided to venture into the world of chocolate making with a proposal that went beyond conventional chocolates. Castro, a country woman who had always felt a special connection with the land and its fruits, saw in cocoa an opportunity to create a business that stood out for its quality and its commitment to local producers.
“The project was born as a proposal for an environmental engineering degree to produce stevia, but then we decided to present it to the fund to undertake the topic of cocoa and the traditional sweetener sugar,” says Karen Castro, who acts as the director of the project.
The Fondo Emprender was key in the development of Chocolatería Shalena, providing an economic and training boost that allowed the company to take its first steps. This support has become the foundation of what is now a growing business. “They helped us understand the administrative aspects, improve our production techniques and, above all, understand how we could add value to our product,” says Karen.
Quality chocolates
Chocolatería Shalena’s focus has always been on quality. Each chocolate bar they produce is not only the result of hard work, but also of a careful process that begins in the field, with the selection of the best cocoa in the region. This cocoa is transformed into a fine chocolate, whose unique sensorial notes and pairings distinguish it in the market. For Shalena, cocoa has the same capacity in terms of added value as coffee, just as one can speak of a cup in terms of quality in coffee, it is done in terms of cocoa.
“When we started, we knew that we didn’t want to do the same thing as everyone else. Our chocolates are not the typical ones you find in any store. They are high-end products, designed for a consumer who appreciates the quality and unique flavour that only well-treated cocoa can offer,” explains Jaime Tique Tique, partner of the company and in charge of marketing.
Jaime adds that one of the biggest challenges they have faced is precisely marketing. “That is always a bottleneck. Marketing is not easy, it is one of the most difficult aspects of transformation. The chocolate we produce at Shalena has a very specific market niche, both for the presentations and the pairings we use. This means that the people who consume our chocolates are connoisseurs, not ordinary consumers,” he explains.
An unconventional initiative
Shalena has managed to differentiate itself not only through the quality of its raw materials, but also through the care taken in the presentation of its products and the use of unconventional ingredients. This commitment to innovation is what has allowed the brand to begin to make a name for itself in specialized markets.
Despite the difficulties, Shalena has managed to successfully enter niche markets that value Colombian cocoa and value-added products. “It is not easy because, as with specialty coffees, consumers who seek high-quality chocolates are not the same as those who consume mass-market products. Here we offer chocolates with unconventional pairings and spices, and with very high levels of refinement. That, added to the price of cocoa, makes the final price of our products high,” explains Jaime Tique.
Making yourself known
However, this approach has begun to bear fruit. Shalena has participated in international fairs and specialized events, which has allowed her chocolate to be known and valued in foreign markets. One of the most significant moments for the company was its participation in the Amsterdam cocoa fair where, with the support of Fedecacao, they were able to showcase their product alongside the world’s leading exponents of cocoa.
“Being in Amsterdam showed us a much bigger picture. It gave us the peace of mind of knowing that what we are doing, we are doing well. Competing at the level of the world’s major producers gave us the confidence to move forward,” recalls Jaime Tique.
Regarding their participation in international competitions, Jaime mentions that, although they have not won awards directly, the exposure in these scenarios has been fundamental for the growth of the business. “Colombia has enormous potential in the production of high-quality cocoa. Now the key is to continue improving and listening to constructive criticism to make our products increasingly competitive,” he says.
Commitment to producers
One of the fundamental pillars of Chocolatería Shalena is its commitment to local producers. Karen Castro and her team have worked hand in hand with the region’s cocoa farmers to guarantee not only the quality of the cocoa, but also a fair price for their work.
“We work directly with cocoa producers, without intermediaries. We pay them a fair price for their work and, if possible, even a little more. They are doing quality work that we need, so it is only fair that they receive a corresponding remuneration,” says Jaime Tique.
This business model seeks to generate a positive impact on rural communities, many of which have been affected by armed conflict in the past. “We have producers in areas such as Algeciras, La Plata and Íquira, places that have experienced difficult times. However, they have managed to move forward and have been doing very interesting work with cocoa. Our goal is to continue supporting this work and together achieve very high quality products,” adds Jaime.
Good agricultural practices
Shalena is also concerned about promoting good agricultural practices and caring for the environment. The company has aligned itself with the demands of the international market, which increasingly values products that respect the natural environment. “The world is becoming more concerned about sustainable practices, and we want to be part of that trend. That is why we work together with producers to ensure that the cocoa we use is grown responsibly,” says Karen.
Despite the challenges, the future of Chocolatería Shalena looks promising. With a focus on quality, fair work with producers and innovation in its products, the company has managed to position itself as a benchmark in the region and hopes to continue growing in the coming years.
“This is just the beginning. We want to continue expanding and reach more markets, both in Colombia and abroad. We know that the road is not easy, but with the support we have received and constant work, I am sure that we will succeed,” says Karen Castro. For the Shalena team, the challenge now is to continue perfecting their products and expanding their distribution network. “Our dream is for Chocolatería Shalena to become a name recognized worldwide for its quality and the positive impact it generates in cocoa-growing communities,” concludes Jaime Tique.
Chocolatería Shalena is, without a doubt, an example of how a rural enterprise, with the right support and a clear vision, can be transformed into a successful and sustainable company, bringing the best of Colombian cocoa to the tables of the most demanding consumers around the world.