Beyond Good

Beyond Good formerly Madécasse, is a Brooklyn-based chocolate and vanilla company established in 2006 by two Peace Corps volunteers who served in Madagascar. The company sells a range of single origin chocolate bars and vanilla products, sourced from the island of Madagascar and introduced a new line of Uganda chocolate bars in early 2020 [1]. All of the cocoa is certified Direct Trade and is sourced directly from Malagasy and Ugandan cocoa farmers. For several years, Beyond Good worked with a local chocolate producer based in Antananarivo, and is currently producing chocolate in its own facility in Madagascar as well as in Europe.

Beyond Good
Private
IndustryFoods
Founded2006
FounderTim McCollum, Brett Beach
Headquarters
Brooklyn, New York
,
United States
Websitebeyondgood.com

History

Founders Brett Beach and Tim McCollum met while serving as Peace Corps volunteers in Madagascar. After spending a combined eight years on the island, McCollum and Beach felt that they wanted to have more of an impact and that “business was needed for real (social and environmental) change.”[2] Cocoa had always been a major export of Madagascar but very little chocolate had been produced on the island, much like in the rest of Africa. Even though the continent grows over 65% of the world's cocoa, less than 1% of the world's chocolate is made there.[3] The two were determined to have a significant impact on the island they had come to love, and formulated an innovative business model for a chocolate business. They would produce chocolate on the island, and the majority of the economic benefit would stay within the country.[4] The two reunited back in the United States and started the company at Beach's residence in Lawrence, Kansas.[3]

Beyond Good partnered with the cocoa farmers of the Ezaka Cooperative, from a remote area of Madagascar.[5] The company initially had trouble meeting the quality standards of the United States, as the cocoa beans needed more fermentation and drying.[3] McCollum said, “You have farmers farming cocoa who have never eaten chocolate.”[3] Beyond Good trained the farmers, invested in equipment, and developed a bonus program for the cooperative.[5] Since the company established a consistent process for producing high quality cocoa, it has achieved critical acclaim for its chocolates. Beyond Good partnered with a factory on the island that has steadily increased their production outcome, according to Malagasy-born Michaël Chauveau, director of operations in Madagascar.[3] As Beyond Good expanded, it ventured out and partnered with more farming cooperatives in order to meet demand.[3]

There was room for growth in other markets besides chocolate, as Madagascar provided 60% of the world's vanilla beans.[6] Beyond Good exports vanilla beans and extract from Madagascar to replicate the effect that they have with their chocolate bars in the vanilla sector.[3] Now, Beyond Good has offices in Brooklyn, managed by McCollum, and Madagascar.

In January 2020 Beyond Good made its official name change from Madécasse to Beyond Good. [7]

Objectives and Impact
  • Strengthen the local economy[4]
  • Create well-paying jobs and market stability to end the cycle of poverty[4]
  • Cut the supply chain to decrease costs while increasing flow of income directly to farmers[4]
  • Train farmers and production technicians skills that increase quality and value of products and ingredients[4]

Recognition

The company has achieved recognition for its innovative business model, local impact, and the chocolate itself. Beyond Good has been named:

  • a 2012 Leader of Global Change by the United Nations and Foundation for Social Change[8]
  • one of the World's 50 Most Innovative Companies by Fast Company[9]
  • to 40 Under 40 list of people “changing the way Americans eat and drink…” by Food & Wine[10]
  • 2012 Good Food Award Chocolate Winner[11]

References
  1. https://www.globenewswire.com/news-release/2020/01/16/1971713/0/en/Beyond-Good-Sweetens-its-Offering-with-Three-New-Chocolate-Bars.html
  2. Dugan, Owen "Made in Madagascar", Wine Spectator, Los Angeles, 31 May 2010.
  3. Watkins, Tate "Cuckoo for Cocoa Processing: Making Chocolate—Not Just Picking It—Helps Madagascar Develop", Good Business 7 February 2012.
  4. Follmer, Max "Madecasse Takes Bitter out of Chocolate Sweetness" Archived 2012-05-02 at the Wayback Machine, Take Part March 1, 2011
  5. "Creating Change through Chocolate" Archived 2012-11-30 at the Wayback Machine PCC Natural Markets
  6. "Fair Trade Vanilla: Anything but Plain" Good Business 31 May 2011
  7. https://www.candyindustry.com/articles/88879-mad%C3%A9casse-rebrands-as-beyond-good
  8. "2012 Global Conference for Social Change list of speakers" Archived 2015-05-28 at the Wayback Machine Foundation for Social Change
  9. "50 Most Innovative Companies – Madecasse" Fast Company March 2011
  10. Wheelock, Katherine "40 Big Thinkers 40 & Under", Food & Wine, November 2010.
  11. "2011 Good Food Awards Chocolate Winner" Archived 2011-12-04 at the Wayback Machine Seedling Projects
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