Our Story

Our Story

The idea for MIA started with co-founder couple Brett Beach and Sarah Lescrauwaet and grew thanks to contributions from a group of individuals united around a passion to create delicious foods that bring prosperity to communities in Africa.

Having lived in Africa for more than 7 years and worked with numerous food producers, we wanted to create a brand that would put communities from the continent front and centre. It is the injustice that sees Africans produce 70% of the world’s cocoa and less than 1% of finished chocolate that inspired us to make each and every value-added MIA product start to finish in Africa.

What started as an idea is now a cause that is shared by friends, family and customers around the world, our shared cause to make delicious chocolate that improves lives.

Made in Africa: The MIA mission

Each and every item that carries the MIA name is entirely crafted by communities in Africa. In the world of chocolate, the MIA approach stands in stark contrast to 99% of products on the market that are made far from the cocoa source, limiting impact to farms. MIA is made from bean-to-bar in Africa to create four times more value than the export of raw cocoa and support skilled jobs in the process, from chocolate making to printing to the service industry.

We’re honoured to collaborate with Proudly Made in Africa to ensure 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. In addition to a number of one-off projects, 1 for Change supports two perennial initiatives to promote education and protect the environment in Madagascar.

MIA Green offsets CO2 emissions by planting trees in a national forest to extend lemur habitats and actively involve local communities in protecting their precious forests. Our Girls’ Education Fund helps vulnerable students realise their academic potential by providing a stipend that covers school fees, school lunch and health care. 

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.

Exceptional cocoa genetics and an ideal climate paired with Madagascar’s small-scale farming tradition has earned Madagascan cocoa the classification of a fine flavour crop from the International Cocoa Organization. This flavour-based classification is awarded to just 10% of global production. 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: amazing flavours that do good.

We are proud 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 terroir.

Thanks to exceptional cocoa and expert chocolate making, MIA has received 5 Great Taste Awards and is recognised as a Great Taste Producer by the Guild of Fine Foods in London. Great Taste Awards include: Candied Orange (65% dark chocolate), 75% Dark Chocolate, 100% Cocoa, Baobab & Salted Nibs (65% dark chocolate) and 65% Dark Chocolate Drops.