Our Story

The MIA movement is an opportunity that was born completely out of chance. Years after a happily random encounter between a chocolate enthusiast and a foodie, they began to work on a concept for a food brand that would transcend mere taste.

In doing so, they began an ongoing series of collaborations with an African development entrepreneur, a unique brand designer and a group of people who are passionate about social impact. These collaborations have resulted in MIA.

In aiming to create for both our own future and for Africa’s as a whole, the Sankofa bird has inspired us to look back and learn from the past. Between those lessons and our own vision, we’ve made MIA what it is.

Made in Africa: The MIA mission

Each and every item that carries the MIA name is entirely crafted by communities in Africa. To this end, we’re honoured to collaborate with Proudly Made in Africa (PMIA). PMIA ensures that products aren’t just made in Africa, but are primarily done so with locally sourced ingredients and materials, creating more jobs on a continent where a single income can support an entire family.

 

1 FOR change

In our collaborations with African communities, we often learn of projects that can either help protect a local endangered species, create a healthier environment or improve a community’s livelihoods.

This is why we created 1 for Change: our own dedicated African community programme which dedicates 1% of all MIA sales to development projects in places where a little can go a long way.

Fine flavour cocoa

Africa is home to a wonderfully rich variety of natural food resources, and we’re constantly discovering delicious new ingredients for our recipes. We avoid the use of GMOs and artificial flavours or preservatives, and champion taste by working with the freshest, best local ingredients wherever possible.

Madagascar’s small-scale farming tradition has earned Madagascan cocoa the classification of a fine flavour crop from the International Cocoa Organization. MIA chocolate is produced with this fine flavour cocoa sourced directly from independent farmers in the Sambirano Valley of Northwest Madagascar.

Artisan chocolate crafted in Africa

Part art and part science, chocolate making has long been the domain of countries far from the source of the tropical cocoa crop at the heart of this treat, but times are changing. MIA is all about finding and collaborating with the best entrepreneurs on the African continent to produce mouth-watering foods that fulfil our brand promise: great taste that feels good.

We are proud to partner with Chocolate Maker Shahin Cassam-Chenai and his talented team to produce MIA single origin chocolate bean-to-bar at the source in Madagascar, with the entire process – from roasting, shelling and grinding to tempering and packaging – taking place under one roof.

This way, we can ensure each bar’s premium quality and unique flavours of the purely natural and bounteous continent-spanning terroir.