Brand & New
Brand & New is a podcast produced by the International Trademark Association (INTA) and focused on innovation. Published monthly, each episode consists of an open dialogue with experts, visionaries, and influential people from all over the world in order to learn more about the evolution of the legal and intellectual property ecosystem, its concepts, and all actual or potential consequences. Because we consider innovation as a pillar of INTA’s Strategic Plan, and because it is key to “walk the talk,” we invite you to follow Brand & New, to expand your knowledge about the transformation of this industry and to stay curious! Brand & New guests contribute to this podcast in their personal capacity and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or its members.
Brand & New
When the Business Model Makes the Brand: Pacari Chocolate's Case Study (with Santiago Peralta, Co-Founder & CEO - posted initially in October 2019)
There are multiple stories about entrepreneurs who beats the odds and launch their own companies and successful brands. They are a source of inspiration, showing how they made their own marks in doing business distinct from everybody else.
Think of a food company that decided to build its whole business model on fair trade and inclusion, the statement that represents its brand identity. This is the story of Santiago Peralta, the cofounder of Pacari Chocolate based in Quito, Ecuador. His company, created in 2002, has changed, not to say revolutionized, the chocolate industry, promoting new strategies and values hand in hand with more than 3,000 families of farmers, creating schools for sustainable agriculture, and developing organic certification processes. With transparency, social responsibility at the very heart of the business model, Santiago will explain how these ethics have shaped the brand, which is now distributed in more than 40 countries and has received more than 300 awards and medals as one of the most premium chocolates in the world.
Every two weeks, on Tuesday, Brand & New gives the floor to inspiring individuals, with a 360-degree vision, to help brand owners, intellectual property lawyers, and marketing and finance professionals (and beyond!) stay curious and agile in an ever-evolving business environment.
Brand & New is a production of the International Trademark Association
Hosted by Audrey Dauvet
Contribution of M. Halle & S. Lagedamond - Music by JD Beats
FOR MORE INFORMATION, VISIT INTA.ORG
To go further:
- About Santiago Peralta (link to https://www.linkedin.com/in/santiago-peralta-5a2838191/?originalSubdomain=ec)
- About Pacari Chocolate (link to https://pacarichocolate.us)
Also of interest:
- INTA Bulletin about Santiago Peralta (link to https://www.inta.org/INTABulletin/Pages/Member_Spotlight_7402.aspx)
- INTA Conference about Brand Authenticity (link to https://www.inta.org/INTABulletin/Pages/Brand_Authenticty_Conference_Event_Report_7221.aspx)
- Articles about Pacari founders (link to https://www.demeter-usa.org/meet-farmers/profiles-in-farming-archive/peralta-barboto.asp; https://www.nbcnews.com/news/latino/couple-aims-make-ecuador-cradle-fine-chocolate-making-n474366)
- Articles about the chocolate industry (link to https://blog.marketresearch.com/chocolate-industry;
https://www.statista.com/statistics/629534/market-share-leading-chocolate-companies-worldwide/;
https://www.icco.org/about-cocoa/chocolate-industry.html)