In true Wellington style, the Wellington chocolate factory grew from a passion for music and coffee. Gabe Davidson left school at the age of fifteen to study the Jazz Saxophone at the New Zealand School of Music, while he worked as a barista to support himself through his studies. Falling in love with coffee and coffee shop culture, Davidson jumped the ditch to Australia to bring some of Wellington’s coffee passion to Melbourne.
In the decade Davidson spent in Melbourne, he founded his own specialty coffee roasting company and created a series of drinking chocolates supplied to coffee roasteries and cafes. This small introduction to the world of chocolate proved to be the moment that ignited Davidson’s interest, which would eventually lead to the establishment of the Wellington Chocolate Factory.
After juggling his musical career, where Davidson played alongside national musical icons, The Black Seeds, and establishing his coffee career, it was time to sell his Melbourne-based coffee business and return home.
In 2009 Davidson tried a real ‘bean-to-bar’ block of chocolate for the first time. Offered to him by a friend, the Madagascan bar of chocolate contained only two ingredients: cocoa beans and sugar.
“I could not believe that this bar of chocolate only contained two ingredients…it tasted like raspberry deliciousness. From that moment on, I realised that there was a whole world of this great craft chocolate scene brewing in the US. I wanted to be a part of it,” Davidson explained.
The Wellington Chocolate factory was established in 2013 by Davidson and Rochelle Alagar. As the only certified organic chocolate maker in New Zealand, having a commitment to ethical trading practises and building a positive connection between the Wellington Chocolate Factory and its growers has been the centre point of their enterprise.
“I have always been interested in ethical business practises and in building businesses that can create positive change. At each point of my business journey, I have had the joy of working with like-minded people who have guided my decisions.”
At the end of 2022, Davidson visited their growers, based in Vanuatu, to reaffirm and deepen their commitment to them and to bring the news that they are looking to double the number of cocoa beans they source in the next year.
“Chocolate is the ultimate treat, and I’m proud that we’ve become a leading force for good in the NZ chocolate industry that supports its growers, makes delicious and adventurous chocolate and takes pride in its craft.”
However, the well-known and beloved local business has not been left unscathed by the many changes in the last year.
“Like many other companies, shipping delays and increased costs (for our cocoa beans) have put additional pressure on the business over the last couple of years.”
The impact of less foot traffic due to people working from home has also caused challenges for the retail operation based in the Wellington CBD. The forecast for the coming year reveals potential challenges ahead, with household discretionary income being put under pressure, the impact it will have on the luxury item is yet to be seen. However, Davidson states that the luxury item has survived well through similar economic periods of the past.
“While consumers may forgo bigger ticket items, they can maintain smaller, affordable luxuries.”
As the business has grown and developed, so has the role Davidson has within the company. He is a proud Ambassador of the Wellington Chocolate Factory and is involved in the continued development and growth of the company as a Board Member. He also partakes in leading the occasional tour at their Eva Street Factory.
The evolution of the company also includes branching out and trying exciting new flavours. Notable collaborations include their range of feijoa & hazelnut, blood orange and passionfruit flavours created with New Zealand fashion icon Karen Walker. Each bar of chocolate was poured into a Walker classic, Runaway Girl moulds, with two bars of chocolate containing a golden ticket (literally). The two who found these golden tickets would receive a mini 9-carat gold Runaway Girl necklace.
They also have praised collaborations with Duck Island and Havana coffee, and yet, the most popular flavour since Wellington Chocolate factory’s establishment ten years ago remains the Salted Caramel bar.
“One thing that does surprise me is that our Salted Caramel bar is still our most popular bar - even after a decade - and still holds the top spot.”
The future of Wellington Chocolate Factory is to further its commitment as an ethical business, where every individual involved in the process of the cocoa supply chain, growers and makers alike, should reap the benefits of the success of the chocolate industry. Consumers will also have the chance to taste new flavours and events created by the Wellington Chocolate factory in the coming year.
“Chocolate is a product of pure joy, and we want to share our love for the humble cacao bean with as many people as possible,” Davidson concluded.
