Story of To'ak


To’ak was born from a rainforest conservation project that co-founder Jerry Toth started in Ecuador in 2007. Through his nonprofit foundation Third Millennium Alliance (TMA), he helped create the Jama-Coaque Ecological Reserve, which currently protects over 560 hectares (1,400 acres) of tropical forest along the coastal mountain range. It was here that he began cultivating cacao trees and making chocolate by hand in a thatched bamboo house secluded in the middle of the forest.

 

Mission


In ancient times, chocolate was considered sacred and noble. In the industrial era, it was cheapened and mass-produced. To’ak is working to restore chocolate to its former grandeur and to push its boundaries to new horizons. For us, this journey starts on the land and culminates in the experience of tasting and pairing. The finest of wines and whiskeys allow us the privilege of exploring something sublime and timeless. We wanted to offer this same privilege to connoisseurs of chocolate.






Vision


Our vision is to elevate the making and tasting of dark chocolate onto the level of vintage wine and premium whiskey, and to establish ourselves as the standard-bearer of this new segment of the luxury market.






 

Core Values


Perfection

To'ak puts care into every detail. It pushes the limits to make every single element impeccable.

 

Authenticity

To'ak pursues originality and authenticity in every way, exemplified by the single roasted bean in the middle of every single bar. The bean serves as a symbol of the origin of chocolate and the hand-crafted nature of our process.




 

Art & Design

To'ak exudes creativity. Fidelity to aesthetics are essential to everything we do.

 

Unique experience

To'ak is a journey. We don’t just make chocolate; we build the context through which chocolate can be experienced in all of its elements and through all five senses.

 




Functional Values

Objective values that express the rationale for the brand according to its value in the market.


Quality

To'ak does everything in its power to provide a flawless experience for it community of consumers. We are tireless in our drive to improve every element of what we do.




Responsibility

To'ak is powerfully grounded in social and environmental values; it is part the brand’s daily life. Our social and environmental values aren’t merely expressed in words, but are put into action.





Knowledge

To'ak is constantly searching for horizons and investigating new possibilities. Our spirit is to create and share what we learn and discover.


Innovation

To'ak explores the white spots on the map. It goes beyond the established limits, as a matter of course. The phrase "It can’t be done" is where the project begins.






Emotional Values

The values that emotionally connect with our community and demonstrate the human relationship between the brand and the public.

 

Confidence

Above all, To'ak is a team. Its essential character of honesty, sincerity, and transparency is grounded by friendship and mutual respect.

 

Mysticism

To'ak has a magical air. It restores to its surroundings that charm and enchantment that are so often lacking in this world. Its stories are rich with legends, and the natural world is its greatest inspiration.

 

Exclusivity

To'ak values that which is special and unique. It celebrates the value of saving up for the best rather than splurging on what’s quick and disposable. Our purpose is not to exclude anyone, but to share what we have learned and created with those who appreciate the pursuit of perfection.



Optimism

To'ak believes that visualizing a prosperous future is a state of mind, and doesn’t depend on the state of the world. In the end, what’s important is what we do to generate meaning for oneself and for others; the rest is simply different points of view.

 

 



About the author
Suhas Kataria

Founder and CEO of Realspace Assets LLP, a seasoned industry hand with hands on work experience of more than 15 years’ in real estate. He has also managed to put in place a highly organised core team consisting of deal makers, real estate marketing professionals, computer programmers, web .

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