Brand Tone

Passionate, Ethical, and Educational

Brand Values

• •Farmer Empowerment & Fair Compensation
• •Transparency & Traceability
• •Quality & Craftsmanship
• •Sustainability & Social Impact
• •Authenticity & Ugandan Pride

Best Practices

• •Lead with the "Why": Always connect the product back to the mission. Whether it's a product description or a social media post, the "why" behind the brand —farmer empowerment and sustainable development—should be the central thread.
• •Use "We," Not "I": The brand consistently refers to itself as a "crew" and a "team." This inclusive language reinforces the collaborative nature of the enterprise between the founder, the Ugandan team, and the farmers.
• •Spotlight the Farmers: Consistently feature farmers' stories, names, and images. This puts a human face to the supply chain, making the concepts of "traceability" and "social impact" tangible and relatable for the customer.
• •Be Transparent and Educational: Don't shy away from explaining what "bean-to-bar," "B Corp," or "vertically integrated" means. Back up claims with facts, such as the number of farmers you work with or the details of your pricing model. This builds credibility and trust.
• •Balance Passion with Professionalism: While the tone is passionate, it's also expert and professional. Use vibrant, positive language ("absurdly tasty," "cocoa-obsessed") but ensure the information about the product, process, and impact is clear, accurate, and authoritative.

Social Perception

Latitude Craft Chocolate is overwhelmingly perceived as a premium, mission-driven social enterprise. Customers and industry experts see them as a leader in ethical chocolate production. They are respected for their genuine commitment to farmers, which is backed by their B Corp certification and transparent sourcing model. The chocolate itself is considered high-quality and delicious, winning awards and being stocked by specialty distributors who share their ethical ethos. The story of a company making chocolate at the source in Uganda is seen as powerful and authentic. It differentiates them in a crowded market and resonates with a growing consumer desire for products that are not only high-quality but also have a positive impact. They are viewed as a company that genuinely loves what they do and is making a tangible difference.

Copy Examples

• •Taste the heart of Uganda. Our Semuliki 70% dark chocolate isn't just a treat; it's a story. Grown by our partner farmers in the lush Semuliki Forest, each bar carries notes of stone fruit and a rich, chocolatey finish. Made bean-to-bar at our factory in Kampala, every purchase directly supports the farmers who grew these award-winning beans. It's chocolate with a real conscience.
• •(Image: A smiling farmer holding a cacao pod) Meet Beatrice. She ’s not just a farmer, she ’s the boss. Her hard work and dedication are the first step in our bean-to-bar journey. By paying premium prices and providing financial training, we partner with over 5,000 farmers like Beatrice to turn their craft into sustainable wealth. This is the face of the chocolate you love. #LatitudeChocolate #MadeInUganda #BeanToBar #EthicalChocolate
• •More Than Chocolate. It ’s a Force for Good.
• •Tired of wondering where your food comes from? We're a team of Ugandan farmers and chocolate makers creating award-winning chocolate right here at the source. 100% traceable beans, premium pay for farmers, and absurdly tasty results. Experience the difference of chocolate that ’s truly sustainable. Shop Latitude Craft Chocolate today.
• •We started with a radical idea: what if the best craft chocolate in the world came from the heart of Uganda, made by the very community that grows the cacao? We ’re obsessed with two things: making absurdly delicious chocolate and ensuring the farmers who partner with us earn a better living. We ’re a B Corp, we ’re vertically integrated, and we ’re proud to share the vibrant flavors of our home with you.