Expert Interview: Sarah Endline

Behind the Chief Rioter, Cacao Expert

What are your earliest memories of chocolate?
I loved chocolate and candy growing up--and still do! I can remember walking to the general country store about a mile from my home to pick out candies. At John Adams Elementary, I always aimed to be the #1 M&M salesperson in the class (and I was)--an early sign of my enthusiasm for selling chocolate! :)

What is cacao? How did you discover your love for it?
Cacao is the fruit from which chocolate comes. Inside of the cacao fruit is the cacao bean (also known as the cocoa bean.) I found the cacao bean at a GreenFest and realized it was truly the purest form of chocolate. I was fascinated right away.

Which countries or regions have the best cacao beans?
I'm certainly biased towards Latin American cacao as the true origin of the fruit is traced back to Mexico, Central America, and South America. There are small family farms in these areas, which put special care into growing the cacao fruit and harvesting their beans.

What health benefits are associated with cacao?
Cacao is a super food. It is packed with antioxidants, which reduce the risk of heart disease and cancer. It also contains magnesium and is a natural appetite suppressant, natural aphrodisiac, and a natural mood stimulant.

What inspired you to start sweetriot?
I honestly wanted to start a company that would change the world in its small way with treats that consumers would LOVE. I love candy; I love chocolate; I love the smile it puts on people's faces. I figured with a strong model of social values and chocolate we couldn't go wrong.

If you didn't start sweetriot, what would you be doing today?
I have no idea! I can't imagine doing anything but sweetriot--it is my dream and is so fun to work on 7 days a week!

Describe sweetriot's chocolate treats.
Our sweetriot "peaces" are chocolate covered cacao nibs (the chocolate bean). Crunchy and intense, they create a burst of flavor in your mouth! The sweetriot "peaces" come in a mobile, collectible tin you can carry with you for your ultimate dark chocolate fix!

Which cacao products are the most popular with your "rioters"?
We have 3 core dark chocolate flavors and all are loved. Dark chocolate is certainly popular right now, and we only make intense dark chocolate. Yum.

What is your favorite sweetriot product? Why?
I love the pure cacao beans because they represent the most authentic way to eat chocolate. Flavor 50, 65, and 70 are also yummy!!! Flavor 50 is delicious with your morning cup of joe! Flavor 65 is the perfect 4 o'clock pick me up, and Flavor 70 pairs perfectly with a glass of vino!

What are some recent trends you have been observing with cacao and chocolate?
Dark is the craze as people are seeking the health benefits of dark chocolate and want a guiltless pleasure. Spices are interesting, but personally I think the next frontier is in purity and taking people back to what is truly authentic.

What are some ways to incorporate cacao into one's life? Any tasty preparations or drinks with cacao that you enjoy?
I consider cacao magical. It contains theobromine, a natural mood stimulant, and phenylethylamine, which gives you the feeling of being in love. This is a mighty fruit! One should eat cacao daily. Personally I love dark chocolate with red wine.

What social values have you incorporated into sweetriot?
sweetriot is creating a sweet movement to fix the world. We've started by sourcing our cacao directly in Latin America, using recyclable, reusable packaging which features emerging artists, and only using all-natural, healthy ingredients for our dark chocolate "peaces".

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User Comments

I tasted Sarah Endline's products for the first time with at Zabar's with Divya and Caroline. I didn't really know what to expect because it was so different from a typical chocolate bar. All I can say was it was the most healthy and satisfying chocolately treat I have had in a long time. I sampled two different flavors; one had espresso and the other was all dark chocolate. They were so good. Looking forward to buying Sweet Riot products.

posted Oct 30 2008 4:18 PM by srosa

I picked up sweetriot! chocolates at my local Whole Foods and my mom and I are addicted to the cute, sweet little cacao "peaces". A really great interview and a fabulous idea!

posted Jan 30 2009 2:16 PM by KikiDell

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Expert Profile

Behind the Burner: Sarah Endline, Cacao Expert, sweetriot

Sarah Endline

Mastermind and Chief Rioter Sarah E. Endline has lived, traveled and worked in more than 50 countries. After years of contemplation, she founded sweetriot, a small mission-based company in NYC, which strives to build tasty little morsels in a different way for a different generation. Through Sarah's travels, she stumbled upon cacao and knew she had to share it with others. The Rioter team began testing it with their friends and learning that many did not know the true story of cacao. Sarah has been an active member of many non-profit boards including those for NFTE, Harvard, UMichigan, and AIESEC, but her true passion in life is leading the "sweetriot" that is building a sweet movement to fix the world.

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