The Food Disruptors

The Food Disruptors


#53 100 % Firefly Cacao — Medicine for Your Heart

October 10, 2019

Firefly Chocolate's business model is not necessarily about scaling up. Small batch processing is important to what founder and CEO Jonas Ketterle calls the "Elemental Alchemy of Transformation, bringing in Fire, Earth, Air, and Water." Jonas processes the cacao that he sources from permaculture rainforest farms. The farmers that trade with Firefly through a collaborative of growers and craft-chocolate buyers earn far better than fair trade prices for their produce.

Firefly -- soon to rebrand as Firefly Cacao -- produces cacao discs that made to be melted in a hot liquid -- an efficient method of dosing oneself with the powerful medicinal properties of cacao that has been handled with care and respect for its powers.

The "ceremonial" grade of cacao denotes a potent, pure, ethically produced food. Its powers are at once based in human neurochemistry and in the mystical, spiritual potential of the cacao plant. Firefly epitomizes an intersection of capitalist enterprise with ancient cultures that knew many things we have yet to learn. It's a unique food disruption.