A Chocolatier’s Journey at the 2025 Oregon Chocolate Festival

Setting the Stage in a Chocolate Wonderland

I arrived at the Ashland Hills Hotel on the first Friday of March 2025 with my car packed full of truffles, cacao bars, and display trays. It was the 21st annual Oregon Chocolate Festival, and the lobby already smelled like a cocoa wonderland (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News). As a local chocolatier, this event is the highlight of my year – a chance to share my creations with over a thousand chocolate lovers who flock to Ashland for a weekend of pure indulgence (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News). With my mother, Roxana Moolla, and my husband, Dr. Daniel M. Hayden, by my side at our booth, we braced ourselves for the sweet chaos ahead. Little did we know we were about to experience three days of joy, hard work, and eye-opening insights into our region’s chocolate community.

From the moment the doors opened, we were swarmed by attendees eager to sample our dark chocolate bonbons and spiced chai truffles. My mom –– handled customer conversations like a pro; a constant source of encouragement and creativity—and my husband, Dr. Daniel Hayden, a Molecular Biologist on weekdays, transformed into a enthusiastic “chocolate salesman” on the weekends, diligently restocking inventory and even educating curious tasters about the health benefits of cacao (he can’t help bringing science into it), both helping enthusiastically as we showcased our range of artisanal chocolates.

My handcrafted products featured organic ingredients, locally sourced whenever possible, with special emphasis on blends like the Coastal Collection, rich with Oregon sea salt and lavender, and the Sundara Collection, which includes innovative pairings like saffron and pistachio. The festival provided an opportunity to directly introduce these carefully crafted chocolates to a wider audience, bringing immediate customer reactions and invaluable feedback. The personal connections we made at the booth were immediate and heartwarming – a mix of locals recognizing us from the farmers market and out-of-town visitors discovering our chocolates for the first time.

Booth Neighbors: From Mushrooms to Ice Cream

One of the joys of working our booth was the camaraderie with neighboring vendors. To our right was Manuka Mana, a wellness-focused brand whose offerings stood out as a fusion of mushrooms and Manuka Honey from New Zealand. Throughout the festival, we traded samples and smiles. They kept us energized with sips of their “Cacao Brain Bliss” hot chocolate, a creamy brew infused with wild-harvested Pacific Northwest mushrooms and premium New Zealand manuka honey (Sweeten your wellness routine at the Oregon Chocolate Festival ...) – an earthy, not-too-sweet concoction that somehow sharpened our focus during the afternoon rush. In exchange, we handed them some of our chili-infused dark chocolates to kick their taste buds into high gear. The mutual support encapsulated the friendly spirit of the event; rather than competition, there was a sense that we were all in this together, each offering something unique.

Directly across the aisle, the team from Travelers Ice Cream had set up a station that became an instant hit with attendees. Travelers is a small-batch creamery based in Central Point, Oregon (just up the road from Ashland) and known for creative flavors using local ingredients – think Oregon blackberry chocolate chunk and lavender honeycomb. Their presence added a refreshing twist to a hall dominated by chocolate: you could cleanse your palate with a spoonful of handmade ice cream before diving back into cacao. We watched as delighted kids (and plenty of adults) navigated between our truffles and Travelers’ waffle cones.

By day two, we couldn’t resist any longer and took turns sneaking over for a treat. I savored a scoop of their dark chocolate sorbet drizzled with extra ganache, a decadent dairy-free option that still had all the richness of fine cocoa. Chatting with the owner, I learned that Travelers operates from a small farm-creamery in Central Point, partnering with a local dairy and nearby Rellik Winery for events (Travelers Ice Cream). Like us, they are a Southern Oregon business rooted in the local community, and their enthusiasm at the festival matched our own.

Between swapping stories with Manuka Mana and Travelers Ice Cream, we built a little neighborhood in our corner of the venue. The festival floor may have been crowded with attendees, but for me, it felt like a supportive village of artisans.

Roots of the Festival: From Karolina’s Vision to Neuman’s Stewardship

During a brief lull on Saturday afternoon, I found myself reflecting on how this festival came to be. Being a local, I’ve heard the origin story from the old-timers: back in 2003, Karolina Lavagnino – then a young marketing director with a big dream – imagined an event to celebrate Southern Oregon’s emerging chocolate scene. She organized the very first Oregon Chocolate Festival as a modest gathering, and it struck a chord. Karolina went on to produce the festival for 20 years, nurturing it from a small boutique event to a regional attraction (A festival of fermented foods this weekend in Phoenix - Ashland News - Community-Supported, NonProfit News). Her vision was not just about satisfying sweet teeth; it was about showcasing the region’s small craft chocolatiers and putting Southern Oregon on the “chocolate map” (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News). As someone who has benefited from the platform she built, I feel a deep gratitude for her foresight. It’s quite inspiring to think that what started as Karolina’s passion project in 2003 has grown into an annual tradition drawing attendees and vendors from all over the Pacific Northwest.

Originally, the festival found a home under the wing of the Neuman Hotel Group, which owns the historic Ashland Springs Hotel and the Ashland Hills Hotel & Suites where the event is held (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News). Karolina was working with the Neuman group when she launched the festival, so it was a collaborative effort from the beginning – the hotel provided the venue and support, and Karolina provided the creative spark. Over the years, this partnership flourished. Guests could book chocolate-weekend packages at the hotel, combining the festival with elegant chocolate-themed dinners and brunches. The Neuman Hotel Group loved how the festival brought tourism to Ashland during the quiet early-March period, filling rooms and restaurants with chocoholics. Meanwhile, artisans like myself loved the exposure and the feeling of community it fostered.

Last year marked a transition. Karolina Lavagnino stepped away from running the festival after two decades at the helm. In her absence, the Neuman Hotel Group fully took over organizing duties – effectively bringing the festival operations entirely in-house. There was some local chatter about this change: would the event lose its personal touch without its founder? Any such worries were quickly dispelled this year. The on-site team from Neuman kept Karolina’s vision alive, running the festival smoothly and with obvious affection for its roots. Many of the same staff who had worked alongside Karolina continued to manage check-in, vendor support, and those ever-popular chocolate sample trays circulating in the halls. It felt seamless to us vendors on the ground, a sign that the festival’s foundation is strong enough to thrive even as leadership evolves.

Karolina, for her part, hasn’t strayed far from the world of gourmet gatherings. In fact, she’s channeled her event expertise into Fermentopia, a brand-new festival celebrating all things fermented (think sauerkraut, kombucha, and craft beer) that she launched in nearby Phoenix, OR this year. I bumped into Karolina during our Sunday chocolate brunch (she couldn’t resist coming back as an attendee) and she excitedly told me about her new venture. “Fermentopia is a celebration of the creativity and tradition behind fermentation,” she explained, noting that it aims to bring people together around another aspect of the culinary arts (A festival of fermented foods this weekend in Phoenix - Ashland News - Community-Supported, NonProfit News). Hearing her talk about Fermentopia with the same passion she once devoted to chocolate affirmed that her entrepreneurial spirit is alive and well. It also reminded me that these kinds of festivals – whether centered on chocolate or kimchi or craft wine – are cut from the same cloth: they’re about community, learning, and savoring the fruits of passionate makers. Karolina’s legacy with the Oregon Chocolate Festival lives on, even as she ferments new ideas (literally) just down the road.

Local Flavor: Southern Oregon’s Artisan Chocolate Scene

One walk through the festival hall and it’s clear that this event is, at its heart, a showcase of local talent. From the beginning, the Oregon Chocolate Festival set out to highlight Southern Oregon’s artisan chocolatiers and confectioners (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News), and the 2025 edition was no exception. As a participant, I take immense pride in standing alongside my peers – each of us with a distinct story and approach, yet all of us committed to quality and craft.

Strolling past the booths (whenever I could steal a moment away from my own), I encountered a delightful variety of businesses, many of them family-run like ours. Some long-time local favorites were present, like Branson’s Chocolates of Ashland, whose display of Ashland Nuggets (golden almond-caramel clusters dipped in chocolate) had people lining up. Branson’s has been an Ashland staple for years, known for using regional ingredients like Oregon hazelnuts in their confections. Just seeing their handcrafted treats being enrobed in silky milk chocolate on-site gave festival-goers a peek into the artisan process – a scene even captured in local media (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News).

Many vendors emphasized locally sourced ingredients in their products. One newer chocolatier featured bars blended with dried fruits from a nearby farm and honey from Rogue Valley apiaries. Another chocolatier offered a line of herbal-infused chocolates using lavender and rosemary grown in their own backyard. As I sampled a luscious rosemary-olive oil truffle, the creator proudly told me, “The olive oil is pressed just 20 miles from here and the rosemary is from my garden.” You don’t get more farm-to-table (or garden-to-ganache) than that. This commitment to local sourcing isn’t just feel-good marketing – you can truly taste the freshness and terroir in the final product. It’s Southern Oregon in a bite.

As a Southern Oregon Food Artisan, I’m proud that our region can produce such a variety of high-quality, hand-crafted treats. We might not be as famous as San Francisco or Switzerland for chocolate, but festivals like this are putting us on the map. One of the festival organizers summed it up perfectly, noting that many vendors are local businesses from Southern Oregon and the Pacific Northwest, and the goal is to highlight our exceptional chocolate makers and artisans (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News). Standing amid my fellow makers, I truly felt that sense of regional pride. There’s a supportive network here – we often collaborate, share resources (and sometimes cacao suppliers), and encourage each other. The festival is the annual showcase of that network, a chance for the public to see what we’ve been crafting in our kitchens and workshops all year. And judging by the delighted reactions of attendees, from the wide-eyed kids tasting their first artisan truffle to the gourmets discussing single-origin cacao notes, Southern Oregon’s craft chocolatiers made a strong impression.

When Craft Meets Corporate: The Case of Scharffen Berger

While the Oregon Chocolate Festival is largely a celebration of boutique and small-batch producers, this year I observed an interesting participant on the exhibitor list: Scharffen Berger Chocolate Maker. Seeing that name gave me pause. Scharffen Berger is a legendary brand among chocolate aficionados – it was one of the first American “bean-to-bar” craft chocolate companies, founded in 1996, and for a long time it set the gold standard for high-quality dark chocolate in the U.S. (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). But unlike every other chocolatier in the hall, Scharffen Berger isn’t exactly a mom-and-pop operation anymore. In fact, they’ve gone through a series of corporate ownership changes that reads like a chocolate industry saga. As a local craft chocolatier who has always looked up to Scharffen Berger’s pioneering spirit, I found it both exciting and thought-provoking to have them in our midst – a chance to reflect on what happens when craft chocolate collides with corporate influence.

A bit of backstory: Scharffen Berger started as a small artisan venture in California, but its success caught the eye of big industry. In 2005, the founders sold the company to The Hershey Company (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News), one of the world’s largest chocolate manufacturers. Under Hershey’s tenure, Scharffen Berger’s production was scaled up and moved to a Midwest factory, and sadly, their original small factories in the Bay Area were closed (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). Many craft chocolate lovers worried that the soul of Scharffen Berger might get lost under a corporate parent known for mass-market candy. Fast forward 15 years: Hershey decided to divest Scharffen Berger, and the brand found its way back into smaller hands – briefly becoming a privately held company again around 2020, and even relocating its manufacturing to Ashland, Oregon in 2021 (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). That’s right: Scharffen Berger now makes chocolate just a short drive from where our festival is held, in a facility right here in Ashland. This was a deliberate move, as the new owners at the time wanted to tap into Southern Oregon’s growing reputation for artisan food and beverage (and perhaps enjoy a quieter life than the hustle of Silicon Valley or Hershey, PA).

However, the story didn’t end there. In 2024, Scharffen Berger changed hands once more – this time being acquired by 1-800-Flowers.com, Inc., the parent company that also owns Harry & David, our region’s famous gourmet gift brand (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News) (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). If that sounds like an unusual owner for a chocolate company, consider that Harry & David (based in nearby Medford, OR) is known for its premium pears, truffles, and gift baskets, and it had been bought by 1-800-Flowers back in 2014 (Harry & David sold to 1-800-FLOWERS.COM for $142.5 million | Experience | Jones Day).

So now Scharffen Berger is essentially a sister brand to Harry & David, nested within a large corporate family of gifting and specialty food businesses. To put it plainly, the once tiny bean-to-bar pioneer is now part of a New York-based corporate empire (James McCann (businessman) - Wikipedia). The founder of 1-800-Flowers, Jim McCann, built that company into a $1+ billion enterprise spanning flowers, candies, and more (How Jim McCann Built 1-800-Flowers Into A $1 Billion Business And ...). It’s a long way from the quaint factory in Berkeley where Scharffen Berger began.

At the festival, the Scharffen Berger booth was staffed by a few local employees from their Ashland facility. They handed out squares of their signature 70% bittersweet chocolate – the same recipe developed by the founders, but now produced on a larger scale. I watched as attendees, many of whom might not know the brand’s history, sampled the chocolate and nodded appreciatively at the taste. It still has that robust, fruity flavor that made it famous. If you ignored the backstory, Scharffen Berger fit right in at the festival: a company making great chocolate, some of it with locally-based production, engaging directly with consumers. In fact, the festival’s own promotions listed Scharffen Berger as a “Spotlight Vendor” and noted it’s part of the Harry & David brand now (Vendors - Oregon Chocolate Festival). The integration of Scharffen Berger into our local gourmet landscape is clearly underway.

As a craft artisan, I have mixed feelings about this. On one hand, I’m thrilled that such an iconic brand is maintaining a presence in Ashland and participating in community events like ours. Their representatives were friendly and clearly passionate about chocolate. They even attended some of the workshops to connect with the craft chocolate community. It’s also true that being under the umbrella of Harry & David/1-800-Flowers has its advantages for Scharffen Berger: deeper pockets for marketing, access to Harry & David’s nationwide distribution network, and presumably more stability.

A corporate spokesperson was quoted in the news saying the acquisition is intended to “grow the brand while preserving the exceptional quality and craftsmanship that define Scharffen Berger” (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News) (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). In our conversations at their booth, the team echoed this, noting that the company has pledged to keep production in Ashland rather than moving it to a factory farm of chocolate elsewhere (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News). That’s a hopeful sign – it suggests that the corporate owners recognize the value of the artisan methods and are trying not to mess with success. As a local, I also appreciate that those production jobs remain here in Southern Oregon rather than being consolidated in some distant facility.

On the other hand, the presence of a corporate-owned brand at an otherwise indie-dominated festival did spark discussion among us vendors. Some wondered: would more big companies seek a foothold in craft festivals as a marketing tool? After all, if Scharffen Berger (under 1-800-Flowers) is here, what’s to stop, say, Lindt or Nestlé from wanting a booth next year? That might be far-fetched, but it touches on a broader concern – how can small-batch chocolatiers differentiate themselves when conglomerates start playing in the same sandbox? Scharffen Berger’s journey also underscores how many craft chocolate ventures eventually face the crossroads of growth and acquisition. In their case, they went from small to big (Hershey) back to small and now to big again. It’s a reminder that the line between artisan and mass-market can blur over time.

For festival-goers, I think this story actually added an educational element. Several customers at my booth, after visiting Scharffen Berger’s, came to me with questions like, “So is it true they’re owned by Harry & David now?” which opened up conversations about the chocolate industry’s structure. I found myself explaining that Harry & David (our local pride in Medford) was itself bought by 1-800-Flowers, a Long Island, NY company, for $142 million a decade ago (Harry & David sold to 1-800-FLOWERS.COM for $142.5 million | Experience | Jones Day). That often led to expressions of surprise – people don’t always realize how even beloved local brands can be part of much larger corporations. We talked about how 1-800-Flowers has been scooping up gourmet brands (from popcorn makers to fruit arrangements) to build a portfolio of gift products. In Scharffen Berger’s case, the acquisition was relatively recent and even modest in price (news reports said it was around $3.3 million – a tiny sum in the food industry, suggesting Scharffen Berger was still a fairly small operation revenue-wise) (1-800-FLOWERS.COM, Inc. acquired Scharffen Berger Chocolate Maker Inc. for $3.3 million. -August 29, 2024 | MarketScreener).

The implications for craft chocolate businesses like mine are thought-provoking. Does having a “big fish” in our small pond threaten the little guys, or does it potentially lift all boats by drawing more attention to fine chocolate? There’s no simple answer. It likely depends on how things unfold. If the corporate players honor the craft values – sourcing quality cacao, supporting sustainable farming, and treating their chocolate as more than just a line on a balance sheet – then their presence can legitimize and expand the audience for what we do. If they push solely for volume and profit, quality could slip and consumers might become disillusioned, which hurts the craft movement’s reputation overall.

At the festival, at least, it felt like craft and corporate found a cordial balance. Scharffen Berger’s booth did not overshadow the others; it was one draw among many. Importantly, their participation didn’t deter the public from exploring the truly small brands. If anything, maybe Scharffen Berger’s name recognition brought a few extra folks through the door, who then discovered the rest of us. From my perspective behind the table, it was a case of coexistence: the chocolate world is big enough for an artisan who hand-rolls 100 truffles a day and a company that produces thousands of bars for nationwide sale. As long as we all keep the focus on quality and flavor, we each have our niche.

Exploring “Phenomenal Cacao”: My Talk on Heirlooms & Genetic Diversity

Beyond selling chocolates and sampling others, one of my roles at this year’s festival was as a speaker. On Saturday afternoon, I stepped away from my booth and took to the small stage in a conference room for my presentation titled “Phenomenal Cacao: Exploring Genetic Diversity, Heirloom Varieties & Quantum Cacao.” Preparing this talk was a labor of love – it’s basically a distillation of everything that fascinates me about the Theobroma cacao plant, which truly is a phenomenal species. I was a bit nervous (public speaking isn’t my usual gig; I’m more comfortable swirling melted chocolate in a bowl than holding a microphone), but the turnout was great and the audience super engaged. Many were fellow chocolate makers or serious enthusiasts eager to dive deeper into the subject of chocolate beyond just tasting it.

I opened the talk by discussing genetic diversity in cacao and why it matters for both farmers and chocolate lovers. Cacao has a remarkably rich genetic heritage; there are dozens of identified varieties, generally lumped into broad groups like Criollo, Forastero, Trinitario, and newer hybrids. Each variety carries unique traits – some have intense fruity aromas, others a deep earthy cocoa base, some are disease-resistant but maybe less flavorful, and vice versa.

The “heirloom” varieties, often native to certain regions (like the famed Criollo in Central America or Nacional in Ecuador), are treasured for their exceptional flavor profiles and historical significance. I explained that preserving these heirloom genetic lines is critical. Why? Because the deeper a plant’s genetic roots, the more variation it holds in its DNA – and this variation provides the building blocks for desirable traits like drought tolerance, disease resistance, and of course, diverse flavors (Can chocolate survive? DNA research may help save cacao trees - Earth.com). In an era where climate change and pests threaten cacao crops, having a broad genetic pool to draw from isn’t just academic – it could be what saves chocolate in the future.

To illustrate this, I shared an example of how reliance on a narrow genetic base can be risky: In the 1980s, a fungus called Witches’ Broom devastated huge swaths of Brazil’s cacao plantations, largely because they were planted with genetically similar trees that all succumbed to the disease. Farmers learned the hard way that a broader gene pool can lower the chance that a single blight will wipe out an entire region’s cacao crop (Can chocolate survive? DNA research may help save cacao trees - Earth.com). Diversity equals resilience. Fortunately, cacao still has untapped diversity in remote jungles and old farms, and scientists are racing to catalog and conserve it. I could see some eyes widening in the audience – many people had never considered that chocolate could become an endangered resource if we’re not careful.

At my booth, while I was speaking, my family passed around some tasting samples during the talk to make these points tangible. I had sourced two chocolates made with genetically distinct cacaos: one with a modern high-yield hybrid and another with a rare heirloom strain from Guatemala. The difference was striking. The heirloom chocolate had bright notes of cherries and jasmine tea; the hybrid was more one-dimensionally cocoa-ish. It was a fun moment watching people do an A/B taste test and realize how genetics can translate into flavor.

Next, I delved into the Heirloom Cacao Preservation (HCP) initiative, which is like a cacao heritage project that certifies and promotes heirloom-quality cacaos around the world. For example, I highlighted a case from Costa Rica – a project known as Quantum Cacao (part of the reason I used the term in my talk’s title). On a 67-acre farm in Costa Rica’s San Vito region, farmers are cultivating cacao in a way that truly honors genetic and ecological diversity. Their cacao trees are interplanted with rainforest canopy and fruit trees, creating an ecosystem that mimics the wild, and these trees have been recognized as an heirloom strain by HCP ( Quantum Cacao | Luxury Heirloom Cacao Rooted in Ancient Traditions – My Store).

I shared a photo of that farm’s lush greenery: cacao pods in shades of yellow and red peeking out from under huge shade trees, wildflowers at their feet. It’s basically the opposite of a monoculture plantation. The result? About 13,000 pounds of heirloom-quality cacao beans per year, all from a single source, bursting with complex flavor ( Quantum Cacao | Luxury Heirloom Cacao Rooted in Ancient Traditions – My Store). This cacao, marketed as Quantum Cacao, has notes of tropical fruits and nuts that reflect the biodiversity of its environment. It’s even touted as “luxury cacao blending ancestral wisdom with modern sustainability” – a phrase I love because it encapsulates how science and tradition are both key to cacao’s future.

The notion of “Quantum Cacao” in my talk was a bit playful – I used it to suggest looking at cacao on multiple levels. Just as quantum physics looks at the subatomic particles to understand the bigger universe, I encouraged the audience to think about cacao from the molecular up to the cultural scale. On one level, we have the biochemical: the hundreds of compounds in cacao (like flavonoids, theobromine, phenylethylamine) that affect flavor and even our mood. On another level, we have genetics – those DNA differences we discussed that lead to different flavors and resilience. Then there’s the farm ecosystem level – how cacao interacts with soil, climate, and other plants (for instance, cacao grown in the presence of certain companion trees might develop certain flavor nuances). And finally, there’s the human level: how fermenting methods, roasting techniques, and even the traditions of the growers impart a “quantum” of unique character to the final chocolate.

I argued that to truly appreciate fine chocolate, one must consider all these layers. It’s not just a candy bar; it’s the end result of biology, chemistry, history, and even a bit of spirituality (after all, Theobroma means “food of the gods” – ancient Mesoamericans revered cacao spiritually).

One of the key takeaways I hoped to impart was the importance of preserving heirloom cacao varieties and encouraging genetic diversity in new plantings. Initiatives like HCP are identifying strains that have both superior flavor and often centuries of cultivation history with indigenous communities. When we support those (by, for example, chocolate makers paying a premium for fine flavor cacao or consumers seeking out single-origin bars), we create economic incentives to keep those varieties around. Conversely, if the world just plants one super-productive hybrid everywhere, we might increase short-term output but at the cost of losing flavor diversity and increasing vulnerability to the next disease outbreak. As I explained, it’s very similar to what happened with wine grapes or bananas in the past – diversity is insurance.

I went over my time, both days, but, those who were in the the audience came upto the booth afterwards and had some fantastic questions. We discussed things like: Are heirloom cacaos less profitable for farmers (often yes, unless they get a premium price – which is why consumer awareness is key)? What regions are up and coming for heirloom cacao (I mentioned projects in Vietnam and Madagascar doing great work)? And yes, someone asked me to clarify what I meant by “Quantum” – prompting me to talk about a particular experiment where even tiny genetic differences (like a single gene for pulp color) can change the fermentation of cacao beans, which then changes the taste of chocolate. It’s like a butterfly effect in cacao genetics – a quantum leap to a new flavor dimension. That got some smiles and nods.

Overall, giving the talk was invigorating. It reminded me that as much as I love making and selling chocolate, I equally love evangelizing for the cocoa bean itself – this miraculous seed that has sustained cultures, sparked global trade, and continues to surprise us with new scientific insights. If one person walked away from my session with a deeper appreciation for the complexity of cacao or a resolve to try more chocolates made from heirloom varieties, I consider it a success. Judging by the feedback (and the lively discussions that continued at my booth afterward), I think the seed was planted. One attendee even joked that I should host a full seminar or tasting series on the topic; who knows, maybe a future addition to the festival lineup will be a genetics of flavor workshop. In any case, I felt grateful to the festival for giving me a platform to share this passion. It added an extra layer of fulfillment to my weekend.

Highs, Lows, and Lessons: Festival Highlights and Challenges

By Sunday afternoon, as the festival wound down, I found myself equal parts exhilarated and exhausted. The 2025 Oregon Chocolate Festival was by all measures a big success. The attendance was strong – indeed, over 1,000 attendees came through over the three days (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News), which is a fantastic turnout for our small region. The atmosphere throughout the weekend was upbeat and family-friendly. One of my favorite sights was the Wonka Costume Contest on Saturday: seeing kids (and a few playful adults) dressed up as Oompa Loompas, Willy Wonka walking among the booths was priceless. It added a whimsical flair and reminded us that chocolate is joy and nostalgia, not just a product. The festival organizers did a great job sprinkling in these fun activities – from face painting for kids to a chocolate-crafting demo by a renowned pastry chef – to keep everyone engaged beyond just shopping. As a vendor, I appreciate that because happy, entertained attendees tend to stick around longer (and often circle back to buy more once they’ve explored).

One clear highlight for me was the direct interaction with customers. In our age of online ordering and social media marketing, nothing beats face-to-face conversations with the people enjoying your creations. I loved hearing immediate feedback – like the gentleman who tried our new Himalayan sea salt caramel and closed his eyes. Or the woman who came by to try the Adaptogen Chai, who spoke to us of how she got her name and the time she spent in India, who left us in tears and got hugs from both me and Roxana. These moments reaffirm why we do what we do. I sold hundreds of chocolates, but I also sold our story – of how my mom and I started this venture in our home kitchen years ago. That storytelling aspect is much easier in person, and you can see when it resonates. By the end of the weekend, we had a bunch of new names on our newsletter sign-up (with notes like “let me know when your holiday flavors come out!”) and significantly more Instagram followers, all because of real-world connections made at the festival. From a business perspective, that kind of exposure and relationship-building is invaluable and hard to replicate elsewhere.

The festival also provided opportunities for networking with other professionals. After my “Phenomenal Cacao” talk, for example, I was approached by a couple of sommeliers who were collaborating on chocolate and wine pairings; they invited me to contribute to an upcoming tasting event at a local winery. I chatted with a representative from a gourmet food distributor who expressed interest in carrying our products in Portland. These kinds of B2B conversations happen organically in the festival environment. It’s not just a consumer show; it’s also a meeting ground for the food community. I suspect several vendors forged new partnerships or found new retail outlets thanks to connections made here.

Of course, no event is without its challenges, and in the spirit of honest reflection (and perhaps to help future vendors and organizers), it’s worth noting a few. For one, the sheer popularity of the festival meant that the venue got quite crowded at peak times. On Saturday midday, the aisles in the ballroom were packed shoulder-to-shoulder. While a bustling crowd is a good problem to have, it did make it tough for people to comfortably browse or for us to give each customer the attention we’d like. A couple of times, I saw interested folks hover near our booth but then get swept away by the human traffic before they could sample something. From a vendor’s point of view, that’s a lost opportunity. Perhaps in the future, the festival could consider timed entry tickets or expanding the floor space if possible, to better manage the flow. The Ashland Hills Hotel venue is lovely but has its limits in size. I overheard one attendee comment that it was “almost too popular for its own good” as they squeezed through a chocolate-thirsty throng.

Logistics behind the scenes had their rough patches as well. Load-in on Friday morning was a bit chaotic. Similarly, parking became an issue on Saturday when both attendees and vendors filled the hotel lot and overflowed into nearby streets. One of my friends who came to see me said she spent 15 minutes circling to find a spot. Little things like that can detract from the experience. A suggestion would be to arrange a shuttle from downtown or a remote lot, especially for locals, to leave the closer spots for out-of-towners or those less mobile.

In terms of audience reception, I’d say 95% of it was hugely positive. People were enthusiastic, patient in lines, and genuinely curious about our work. If there was a downside on this front, it might be that a few attendees treated the festival purely as an all-you-can-eat buffet of free samples without engaging further. This is a minor quibble – giving samples is part of the game and we’re happy to do it – but there were instances where groups would make a rapid circuit, grabbing chocolates from every table, and not really connecting or considering a purchase. It comes with the territory, yet it can be disheartening when you put a lot of effort into each taste and don’t even get a hello in return. Perhaps an easy fix some events do is charge a nominal entry fee that includes a certain number of sample tickets, which subtly encourages folks to slow down and be selective/appreciative. The Oregon Chocolate Festival does have a ticket price for attendees, but it’s quite reasonable for what you get, and the sample culture is generally gracious. Honestly, the fact that this stands out at all shows how smoothly everything else went.

Despite these few hiccups, the pros far outweighed the cons. The event was well-organized, ran on schedule, and had a professional yet warm vibe. Credit goes to the Neuman Hotel Group’s team who clearly put in the work to uphold the festival’s standards. By the end of Sunday, when the crowds had thinned and we started packing up, I looked around the room at my fellow vendors – everyone was tired, some were short on inventory (a good problem: sold out!), but most had a satisfied smile. There’s a camaraderie that comes from shared experience, especially one as intense and rewarding as this. We exchanged last-minute trades (I swapped some of our remaining chocolate-covered apricots for a bag of espresso cocoa nib cookies from another vendor) and said our goodbyes until next year.

As I loaded the empty trays and unsold stock (not much, happily) back into our car, I thought about what a journey it’s been. Not just this weekend, but for our little business and the festival at large. Twenty years ago, my mom and I were making simple chocolate treats at home; now we’re part of a broader craft chocolate movement, educating consumers and ourselves continually. The Oregon Chocolate Festival has been a big part of that journey – giving us a stage (literally, this year) and connecting us with a community of chocolate enthusiasts and artisans. It’s more than a sales opportunity; it’s like a family reunion and industry conference rolled into one, wrapped in the aroma of melted chocolate.

Driving home, we debriefed in the car. We talked about which products sold best (note to self: make double the amount of Mango Lassi bon bons next time – they flew off), what new ideas we got (possibly collaborating with Manuka Mana on a mushroom-cacao truffle?), and how we might improve our booth setup (maybe a taller banner and better lighting). We also chuckled at some fun memories: like the moment a kid bit into our cayenne-spiced truffle and made a hilarious spicy face (his dad ended up buying a box, impressed that his son handled the heat).

In the end, the 2025 Oregon Chocolate Festival left me with a profound sense of gratitude and inspiration. Gratitude to the organizers, the founder Karolina for starting it all, the fellow vendors who feel like an extended family, and the attendees who make it worthwhile by valuing what we create. And inspiration to keep pushing the envelope in my own craft – whether it’s experimenting with new heirloom cacao sources I learned about, or finding ways to tell our story better, or simply honing classic recipes to perfection.

This festival proved once again that Southern Oregon may be a small place, but it has a big heart and palate for chocolate. As I unpacked back at our shop and did the mundane post-event inventory count, I caught myself already scribbling ideas for next year’s flavor lineup, imagining the faces of certain customers and what they might enjoy. That’s the magic of an event like this: it refuels your passion.

In a world that can sometimes feel dominated by impersonal transactions and mass-produced goods, the Oregon Chocolate Festival is a delicious reminder that authentic, local, lovingly made products still matter – and that there’s an audience eager to celebrate them. I’m honored to have been a part of it, and as a local chocolatier, I’m more committed than ever to growing this craft. The curtain may have closed on this year’s festival, but the experience will continue to resonate (and sweeten our dreams) in the months to come. Here’s to an even more phenomenal, flavorful, and perhaps more diverse (genetically and otherwise) chocolate festival next year – I’ll be there with bells on (and maybe dressed as Willy Wonka, who knows). Until then, stay cocoa-powered!

Sources:

1. Jim Flint, Ashland.news – “21st annual Oregon Chocolate Festival returns to Ashland Hills Hotel and Suites” (Feb. 21, 2025) (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News) (Oregon Chocolate Festival returns March 7-9 - Ashland News - Community-Supported, NonProfit News).

2. Jim Flint, Ashland.news – “Scharffen Berger to stay in Ashland after being sold” (Feb. 21, 2025) (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News) (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News) (Scharffen Berger to stay in Ashland after being sold - Ashland News - Community-Supported, NonProfit News).

3. Oregon Chocolate Festival – 2025 Vendors (official site) (Vendors - Oregon Chocolate Festival) (Vendors - Oregon Chocolate Festival).

4. Instagram – Oregon Chocolate Festival (vendor spotlight post) (Sweeten your wellness routine at the Oregon Chocolate Festival ...).

5. Travelers Ice Cream – Company Information (Travelers Ice Cream).

6. Karolina Lavagnino interview, Ashland.news – on founding Oregon Chocolate Festival and new Fermentopia venture (A festival of fermented foods this weekend in Phoenix - Ashland News - Community-Supported, NonProfit News) (A festival of fermented foods this weekend in Phoenix - Ashland News - Community-Supported, NonProfit News).

7. Earth.com – “Can chocolate survive? DNA research may help save cacao trees” (on cacao genetic diversity and resilience) (Can chocolate survive? DNA research may help save cacao trees - Earth.com) (Can chocolate survive? DNA research may help save cacao trees - Earth.com).

8. Heirloom Cacao Preservation Fund (HCP) – Designation #6: Quantum Cacao (Costa Rica) ( Quantum Cacao | Luxury Heirloom Cacao Rooted in Ancient Traditions – My Store).

9. Wikipedia – “1-800-Flowers” (corporate overview and ownership of Harry & David and Scharffen Berger) (James McCann (businessman) - Wikipedia) (Harry & David sold to 1-800-FLOWERS.COM for $142.5 million | Experience | Jones Day).