Theo Chocolate, Our Founder

Our founder, Joseph Whinney, has deep roots and profound expertise in the global realm of cacao. After working with cacao growers in the tropics of Central America and Africa for many years, Joe recognized that the environmental degradation of the tropical rainforest and accompanying economic adversity endured by cacao farmers could only be addressed via economic solutions. In 1994, as a bullishly resolute 25 year old, Joe pioneered the importation of organic cocoa beans into North America, paving the way for the manufacture and supply of organic chocolate products in the United States. Combining his passion for cacao, with a desire to foster the fair trade cause, over a decade later, Theo’s manufacturing process and products reflect Joe’s long-term vision and tenacity. The same integrity and creativity that have consistently characterized Joe’s commitment to supporting growers worldwide are echoed in Theo’s flavor profiles, packaging and ultimately taste.

Joe relocated along with Vice President of Sales and Marketing Debra Music from Cambridge, Massachusetts to Seattle in the summer of 2004. Debra’s background in social marketing and consumer brand building were a perfect complement to Joe’s expertise in the sphere of sustainability. Together they took a giant leap of faith, relocated, combined their talents, sequestered themselves for brainstorming sessions in a houseboat on North Lake Union in Seattle, and emerged many months later with their Theo brand concept. They spent the next 18 months building the factory in an historic building, former home of the Red Hook Brewery, in the quaint Fremont district of Seattle, with the help of a small team led by Erin Holzer, chief Theo mechanic. Theo started making chocolate in March of 2006 and in June of the same year, opened our doors to public factory tours. We now open our doors 7 days a week for public tours, during which our tour guides unlock the magic and mystery of cacao, satisfy every conceivable chocolate desire, and most importantly, educate and inspire the public regarding the imperative to protect the planet we all share.

Theo is a vertically integrated company, and controls and executes the entire chocolate manufacturing process, from bean sourcing through to the final molding process, demonstrating a passion for chocolate throughout. With the demand for premium chocolate on the rise, we recognize the need to distinguish ourselves from the other manufacturers. Joe and our team approach chocolate as an agricultural product, not a commodity. One of our missions is to “demystify” chocolate and help consumers understand where cacao comes from and the captivating process it undergoes in its transformation to becoming a most beloved indulgence. This commitment, along with the exceptional quality of our products, sets us apart from our competition. Additionally, we’re charting new territory in the science of chocolate with the help of “Doc Choc”, COO Dr. Andy McShea. Andy, a Harvard trained research biochemist has created an on-site laboratory at Theo, wherein he assesses the quality of our cacao, evaluates the antioxidant content of our finished product, and pushes the boundaries of innovation, scrutinizing the connection between science and quality at every stage of the manufacturing process. We offer ongoing education in the form of “Chocolate University”, a 10 course series, to those who yearn for a uniquely in-depth look at the history, science, and culinary versatility of chocolate. Chocolate U is staffed solely by Theo personnel, who share their knowledge, zeal and love for everything from the economics of cacao as an agricultural crop, to roasting cocoa beans, to tempering ganache to calibrating complicated equipment.

All in all, Theo is most certainly a labor of love, from its inception in front of the TV, through to the present day.