In recent years, the sustained increase in international cocoa prices — which peaked at a historic $12,600 per ton in 2024 — has further boosted this strategic shift. But beyond the numbers, what truly stands out is the growing awareness among producers—many of them children and grandchildren of those who endured the collapse of the sector—of the value of investing in quality, biodiversity, and origin. The Riachuelo Farm of Mendoá is a living example of this new paradigm. There, Rodrigo Souza Nazarete carefully oversees the fermentation and drying processes of the cocoa beans, knowing that each detail influences the final flavor of the chocolate. His work, like that of many others, has helped turn the region into a national and international benchmark in the production of fine chocolates, with multiple awards recognizing this new era of excellence.
The Chocolate Festival, held annually in Ilhéus, is one of the most striking showcases of this transformation. More than just a trade fair, it has become a cultural, gastronomic, and tourism event where entrepreneurs, chefs, tourists, and producers come together. Jams, beers, cosmetics, creams, bonbons with native fillings, and of course, artisanal chocolate bars reflect not only the enormous versatility of cacao as a product of origin, but also as a vehicle for territorial storytelling. In this context, cacao becomes more than a crop—it becomes a symbol of regeneration, identity, and sustainability.
Maurício Galvão, Secretary of Tourism of Ilhéus, emphasizes that 70% of the region’s production comes from family farmers, many of whom are committed to agroecological practices and strengthening short marketing circuits. In his words, "Cacao here is more than a product: it is living history, standing forest, and social transformation." Galvão also stresses the importance of integrating cacao with other key dimensions of development, such as education, culture, and tourism. In this integrated vision, the tourist does not merely consume chocolate, but understands its origin: walking through plantations, harvesting pods, observing the fermentation and drying process, listening to producers’ stories, and tasting a chocolate that reflects the entire journey.
In this context, tourism emerges as a strategic complementary activity, capable of generating additional income, diversifying the rural economy, and boosting collective self-esteem. Far from the extractive model of past decades, this approach promotes the permanence of communities in their territories, the preservation of ecosystems, and the recognition of ancestral knowledge. The cocoa routes now being established in several Bahian municipalities offer a unique opportunity to connect visitors with a value chain where every link has a face, a name, and a story.
Southern Bahia is not only reclaiming its leadership in cocoa, but doing so under new principles: sustainability, quality, inclusion, and experiential tourism. In a world increasingly attentive to what it consumes and how it is produced, this Brazilian model could become a reference for other cocoa-producing regions around the globe seeking to reinvent themselves without losing their roots. From the field to gourmet chocolate, Bahia is now writing a story of resilience, innovation, and flavor.
