Most of us love to enjoy a bar of chocolate every now and then. But did you know that there is a deep connection between chocolate production, colonialism and advertising?<\/p>\n\n\n\n
\u201eChocolonialism\u201c in the Tempelhof Museum<\/a> Discover<\/strong><\/p>\n\n\n\n 2025 was in the Tempelhof Museum<\/strong> in Alt-Mariendorf, Berlin, the exhibition \u201eChocolonialism\u201c can be seen. This exhibition tells the story of Sarotti<\/strong>, a Berlin chocolate brand that was founded in 1852 and was once considered the largest chocolate manufacturer in Germany.<\/p>\n\n\n\n At its peak in the 1920s, the company employed Sarotti factory<\/strong> around 3,000 people on the Teltow Canal. What is particularly problematic, however, is how Sarotti racialized images<\/strong> in its branding and marketing.<\/p>\n\n\n\n The Sarotti m*word: a colonial legacy in advertising<\/strong><\/p>\n\n\n\n One of the most striking aspects of Sarotti's history is its controversial mascot. The \u201eSarotti-M*Wort\u201c, introduced in 1918, featured a Black figure<\/strong> in colorful clothing serving chocolate, a representation that served the supposed \u201ecolonial masters\u201c.<\/p>\n\n\n\n This image was used until 2004 and reinforced colonial stereotypes of Black subservience<\/strong>. Public headwinds eventually led to an adjustment, but only after children of Black parents<\/strong> and activists put pressure on Nestl\u00e9 (the parent company at the time), demanding that they rethink their campaigns.<\/p>\n\n\n\n Sarotti's advertising strategy set a precedent throughout Europe and promoted the use of racialized representations<\/strong> in chocolate marketing. The intention behind the mascot was to romanticize colonialism and symbolize the foreign origin of cocoa. In reality, it perpetuated racist ideologies and reinforced the \u201eothering\u201c of Black people<\/strong>.<\/p>\n\n\n\n The colonial roots of chocolate<\/strong><\/p>\n\n\n\n Chocolate comes from the cocoa plant, which has its origins in South and Central America. Indigenous peoples<\/strong> consumed drinks containing cocoa for centuries before Spanish colonial officers stole cocoa seeds from Mexico after bloody conquests.<\/p>\n\n\n\n In the late 19th century, Germany had established several colonies in Africa, including Togo and Cameroon. Plantations were established in these colonies in order to Cocoa production<\/strong> to expand. This is how cocoa came to the African continent. The conditions on these plantations were inhumane. Local agriculture was replaced for the production of export goods. Exploitation continued even after the end of the German colonial era.<\/p>\n\n\n\n In the 20th century, most of the raw cocoa from African colonies was exported to Europe, where it was processed into commercial chocolate. The profits remained in Europe, while those who grew the raw materials remained in poverty.<\/p>\n\n\n\n Sarotti's dark history during the Second World War<\/strong><\/p>\n\n\n\n Sarotti's problematic history does not end with colonial exploitation. During the Second World War, the company collaborated with the Nazi authorities and supplied the Wehrmacht with chocolate. Sarotti also used Forced laborers<\/strong> from Poland and the Czech Republic, which further solidified the company's role in historical injustices.<\/p>\n\n\n\n The modern chocolate industry: a legacy of exploitation<\/strong><\/p>\n\n\n\n Today, the chocolate industry is still plagued by economic inequality, environmental issues and ethical violations, including Child labor<\/strong>.<\/p>\n\n\n\n Many Western companies refuse to relocate production to the countries where the cocoa grows. This allows them to avoid higher taxes and investments in local infrastructure (such as electricity) and prevents the transfer of knowledge and economic power to former colonies.<\/p>\n\n\n\n Although the global cocoa industry is worth 16 billion dollars a year, the average income of Cocoa farmers<\/strong> shockingly low: between 30 and 110 dollars per household per year. In Ghana and C\u00f4te d'Ivoire, which account for 60 % of global cocoa production, farmers often only earn between 0.78 and 1 dollar a day.<\/p>\n\n\n\n Supporting ethical chocolate brands<\/strong><\/p>\n\n\n\n But there is hope! As consumers, we can make a difference by ethically produced chocolate<\/strong> choose. Look out for brands with the Fairtrade seal<\/strong>, which guarantees fair prices, better working conditions and sustainable cultivation methods.<\/p>\n\n\n\n Initiatives such as Fairafric<\/a><\/strong>, The companies that produce chocolate directly in Ghana help to increase local income fourfold by keeping more of the production process in the country.<\/p>\n\n\n\n Visit the exhibition<\/strong><\/p>\n\n\n\n The exhibition \u201eChocolonialism\u201c ran until September 30 at the Tempelhof Museum<\/strong>. It is an absolute must for anyone interested in the complex and often uncomfortable story behind one of the world's most popular sweets.<\/p>\n\n\n\n Thanks for reading and next time you enjoy a bar of chocolate, take a moment to reflect on its history!<\/p>\n\n\n\n Come to our Food Tour<\/a>If you want to learn more about colonial entanglements in the food industry, book a food tour through Kreuzberg\/ Neuk\u00f6lln with us.<\/p>\n\n\n\n Sources:<\/strong><\/p>\n\n\n\n https:\/\/endlich-wachstum.de\/wp-content\/uploads\/2016\/02\/Kap2-Das-koloniale-Buffet_Material_Text-Schokolade.pdf<\/a><\/p>\n\n\n\n https:\/\/www.regenwald-schuetzen.org\/handeln\/nachhaltige-ernaehrung\/kakao-und-schokolade\/geschichte-der-schokolade#:~:text=Kein%20Kakao%20ohne%20Ausbeutung:%20Kolonialismus,hohen%20Gewinnen%20verkauft%20werden%<\/a>20could<\/a>.<\/a><\/p>\n\n\n\n https:\/\/www.berlin.de\/ba-tempelhof-schoeneberg\/aktuelles\/pressemitteilungen\/2025\/pressemitteilung.1524912.php<\/a><\/p>\n\n\n\n https:\/\/www.vr-elibrary.de\/doi\/abs\/10.7788\/boehlau.9783412211646.73<\/a><\/p>\n\n\n\n https:\/\/kolonialismus-begegnen.de\/geschichten\/die-gruendung-der-firma-sarotti<\/a><\/p>\n\n\n\n