Our Story
Our family story begins at the source—among cacao growing communities who have
spent generations cultivating organic beans and living in harmony with the land. AJAW
Chocolate is a family owned business based in San Ignacio, Belize, founded in September 2014
with a simple purpose: to honor our Mayan heritage and share the traditional art of chocolate
making with the world.
From our earliest demonstrations—grinding cacao on a traditional metate as our ancestors once
did—to today’s refined processes, our commitment has remained the same. Every step, from
precision roasting to innovative fermentation techniques, is designed to showcase the natural
brilliance of cacao.
We partner closely with smallholder farmers to ensure each bar reflects their dedication,
protects biodiversity, and supports sustainable livelihoods. As our business grew, we expanded
from demonstrations to immersive farm tours, offering visitors the opportunity to experience the
natural environment and learn first hand about the cacaogrowing process. Our chocolate is
crafted in small batches using traditional methods, free from refined sugars and artificial
flavors—just pure cacao that supports wellness without sacrificing indulgence. Chocolate that
feels as good as it tastes.
We are inspired by the opportunity to share our traditions, culture, and history with visitors from
around the world. It brings us joy when guests capture their experience, leave a review, or
share our story as they continue their travels. We are proud of our Mayan heritage and honored
to preserve the historical and sacred significance cacao held during the height of the Mayan
civilization. Whether you are sharing a bar or savoring a quiet moment, we are grateful to be
part of it.
Our mission
Our mission is simple: to create extraordinary chocolate that delights with every bite and
builds memories for generations. Each bar reflects our commitment to sustainability,
environmental stewardship, exceptional quality, and deep respect for the legacy our ancestors
entrusted to us.
AJAW Chocolate is led by husband and wife team Adrian and Elida Choco, our CEO and CFO.
What began as a simple idea—that everyone deserves great chocolate—has grown into a
community of chocolate lovers who value quality, organic sourcing, and unforgettable flavor.
Both Adrian and Elida are of Mayan heritage and are passionate about sharing their knowledge
and experience with visitors.
Adrian is fluent in the Kekchi Maya dialect and is always happy to teach guests a few words to
impress friends and family. Elida has travelled internationally to learn from expert chocolatiers
and explore innovations in chocolate making. Together, they have been featured in
documentaries and interviews, and they remain dedicated to creating meaningful, memorable
experiences for everyone who visits AJAW Chocolate.
