Cocoa and Chocolate Expertise from Tree to Bar
Delivering the end-to-end integrated perspective the cocoa and chocolate sectors need
About
Tree2Bar is an independent consultancy firm offering integrated, end-to-end expertise across the cocoa and chocolate value chain. From cocoa farm to chocolate factory, we bring hands-on experience in post-harvest processing, cocoa quality assessment, cocoa and chocolate processing, chocolate formulation, tempering, cooling, and beyond. With technical insight and practical know-how, we support businesses developing, optimising and scaling cocoa and chocolate processing technologies, helping turn innovation into operational reality. We also support product concept development and refinement, offering strategic guidance in technical storytelling, stakeholder engagement, and investor communication.
We are well positioned to support a diverse range of clients - including startups, suppliers, manufacturers, universities, research institutes, NGOs, venture capitalists, and institutional investors – bridging technical insight with business impact. And our support extends beyond technical expertise—we also help businesses build governance frameworks and align research programs with strategic priorities such as innovation, supply resilience, and sustainability, enabling clear oversight, strategic coherence, and external credibility.
From startup to scale-up, innovation to execution—Tree2Bar provides the guidance and tools you need to help your organisation thrive.
Why work with Tree2Bar?
The cocoa and chocolate value chain is inherently interconnected. What happens at any single stage can have a significant impact on product quality, food safety, operational performance or consumer preference. Unfortunately, many actors have limited visibility beyond their immediate stage of the value chain:
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Agronomists may lack an understanding of the impact of bean quality on operational performance and total delivered costs.
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Farmers may not be aware of how post-harvest practices influence cocoa quality and food safety.
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Procurement teams may be overly focused in commodity pricing, not fully appreciating the potential impact of bean quality on line performance or consumer preference.
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Product developers may not fully grasp how cocoa origin, post-harvest practices or roasting parameters impact blend flexibility and sensory performance.
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Senior leaders may underestimate the strategic value of cocoa research in mitigating long-term supply risks linked to cocoa disease and pests.
In a complex and interconnected value chain integrated thinking is vital. Tree2Bar is uniquely positioned to connect the dots and deliver the holistic insight the cocoa and chocolate sector needs.
John is an internationally recognised cocoa and chocolate expert with over two decades of practical experience extending across the entire value chain - from cocoa farms to cocoa and chocolate processing facilities. Having cross-functional exposure spanning farm, lab, kitchen, pilot plant, and operations, he brings a uniquely holistic perspective to cocoa and chocolate innovation, strategy and program delivery.
Previously working as the Corporate Ingredient Expert on Cocoa for the world’s largest food and beverage company, he led cocoa process and product innovation within R&D, pioneering transformative methods in cocoa and chocolate processing and in-process flavour development technologies. His close collaboration with global cocoa research teams has established his reputation as a trusted technical and strategic advisor on topics including cocoa innovation, cocoa disease and pest resilience and regenerative agriculture.
In addition to his technical leadership, he has played a key role revising the cocoa R&D strategy and governance for a large multinational, ensuring strategic alignment with corporate commitments on carbon reduction and regenerative agriculture.
As Technical Director at Tree2Bar, John remains deeply committed to the cocoa and chocolate sector, providing global clients technical clarity, strategic insight, and an integrated perspective from tree-to-bar.
Founder and Technical Director
John Newell
Who we are
