"I'm Lucy Bennetto, founder of Bennetto Natural Foods. I started making chocolate on
my kitchen bench in 2010 with a spice grinder, some organic cocoa beans, and my
high school students as enthusiastic - and free - taste testers. Fiveteen years
later, we're creating organic, Fairtrade chocolate that's B Corp certified, net climate positive, and proving that chocolate really can make the world a better place."
What got you into the world of chocolate?
"Honestly, I was obsessed! I spent countless hours experimenting at home, trying to figure out how to make chocolate from scratch. Back in 2010, there wasn't much on the internet about the process, so it was trial and error. What really hooked me was
discovering how vastly different cocoa can taste depending on where it's grown - it opened up this whole world of origin and flavour possibilities."
What were you doing before chocolate?
"I was a high school English and Drama teacher - taught everywhere from South Auckland, to the UK and Dubai. My students became my first guinea pigs for chocolate tasting! Looking back, teaching prepared me well for this journey - you learn patience, creativity, and how to communicate your passion."
Were you always a purpose-driven company?
"The purpose crystallised when I travelled to the Dominican Republic to see firsthand
where cacao beans were grown. Witnessing the life-changing impact that organic
farming and Fairtrade partnerships have on cocoa farmers and their communities - that was the turning point. I realised ethical sourcing wasn't just nice to have, it was non-negotiable. It also turned out that organic ingredients vastly improved the quality and taste of the chocolate - so doing
good and tasting good went hand in hand."
Our first sourcing was from a cooperative called Acopagro, a Fairtrade co-op at the
edge of the Amazon jungle in Peru with over 2,000 members. Before 1994, many of
these farmers were trapped growing illegal coca crops, financially tied to dangerous drug dealers, creating an unstable society. A UN program helped them transition to growing cocoa, and they've been thriving for years now.
What impact do you make at Bennetto?
Every bar we sell supports South American farmers and their families. We work with the Fairtrade system. We're also net climate positive, B Corp certified, and we
donate 10% of profits from our hot chocolate to the Endangered Species Foundation. Plus, all our packaging features beautiful native Peruvian birds - a little reminder of where our chocolate comes from.
Our manufacturing partner is in Switzerland and we made this choice for scale. Our
manufacturer consistently ranks as either 1st or second in the Mighty earth chocolate score card.
Why do you care about doing good?
"I take what I do very personally. Because I've seen the alternative. I've met the
farmers, walked through their communities, and understood what ethical partnerships mean for real people's lives. Once you see that, you can't unsee it. And honestly, I believe business should be a force for good. We have the power to make choices every single day about how we operate - why wouldn't we choose to improve lives and protect the planet?"
What's been the hardest thing you've had to overcome?
"Burnout. About two years ago, overwhelm became my new normal. Running two
companies - Bennetto New Zealand and Australia - while maintaining quality, ethics,
and growth... it pushed me beyond what I thought I could handle. And then, right in the middle of navigating that, I took on 25% shareholding in both Bennetto UK and Bennetto Europe to help launch those companies, while simultaneously doing a complete resize of our entire bar range. It was like flying a plane while building it."
How did you overcome it?
"I learned to handle pressure differently. Instead of trying to avoid feeling overwhelmed, I accepted it as part of the journey and just kept trucking on. The international expansion and product resize forced me to get really clear on priorities - what truly mattered versus what just felt urgent. I also got better at asking for help and building the right team around me. You can't do everything yourself - and frankly, you shouldn't. Bringing on shareholders to launch the UK and Europe meant learning to share the load and trust partners with the brand I'd built from scratch. That was hard, but necessary for growth. Resilience isn't about never falling; it's about getting back up every time."
What's been the biggest win?
"There are so many! Getting B Corp certified, launching in the UK, being stocked in
Woolworths, creating our truffle squares... But honestly, the biggest win is still being here, fiveteen years later, making chocolate the same way with the same values. We started in a garage, and now we partner with Switzerland's leading sustainable chocolate manufacturer while keeping our test kitchen in Christchurch. We've scaled without compromising our soul - that's the real victory."
What does the future hold?
"Growth with purpose. We want more people to understand that chocolate doesn't have to be junk food - it can be better food. We're developing new products, expanding our reach, but always keeping our core values intact: organic, Fairtrade, climate positive, and delicious. I want Bennetto to be a platform that proves ethical business isn't just possible - it's better for everyone involved. And I want to keep supporting those farming communities in Peru and protecting endangered species here at home. The future is about doing more good, more loudly."
