Cocoa is gold and a lot of people have failed to realise that large-scale farming and export hold bounties for those involved in the industry.

That is why the Samoa Cocoa Industry Association's (SKIA) fundamental objective is to revive the country's cocoa industry and reintroduce more farmers to cultivate and work on their cocoa plantations, as it guarantees income stability.

With a long family history steeped in cocoa farming, processing, and exporting, Tupai Saleimoa Vaai, a fourth generation cocoa farmer of the early Vaai cocoa barons, said revitalising and expanding the cocoa industry has been their top priority because it significantly contributes to the steady income that the people of Samoa need.

He claimed that the industry's efforts to revitalise the cocoa sector have taken a new turn because they collaborated with chocolate manufacturing giants Whittakers.

“We’ve come a long way since the inception of this partnership of exporting the cocoa overseas," he said.

According to Tupai the six years in collaboration with Whittakers demonstrates the calibre of Samoan cocoa beans on the global stage and creates opportunities for future markets.

“It amply demonstrated the value and significance of koko Samoa both domestically and internationally," he said.

Tupai mentioned that the cocoa success is such an important part of Samoa given the export market and the importance that they’re trying to put through agriculture.

Samoa adopted cocoa as its national beverage, and its people took great delight in it, integrating it as part of their identity.

Following its introduction by German colonists in 1883, the "koko samoa," or Samoan cocoa, has become profoundly embedded in the traditions of the people.

"We are the only country that adopted cocoa as its national drink while other countries grow and produce it commercially to get an income," he added.

In addition, he further pointed out that supply has always been the major problem facing the cocoa industry.

"Because the people of Samoa take such great pride in the koko Samoa, farmers in the country have extremely high expectations for their cocoa, which is unmatched by that of the rest of the world or the global market."

Even though numerous new farmers have come out and started growing cocoa as a result of various initiatives by donor farmers, the SKIA finds it difficult to supply the immense demand from its markets.

However, in terms of knowledge in planting cocoa and maintaining it to meet the quality that’s needed for the contract markets, Tupai underlined that Samoa is the best place for it.

“Given the high demand, we always try and encourage the farmholders to grow a bit more and expand their cocoa plantation to make an income out of it," he said.

“We can never get enough cocoa to supply our markets. A lot of our overseas diaspora demand for cocoa is high as well and we need more farmers to grow the cocoa."

Tupai noted that the market has changed and varies a lot but in terms of income generation and how it can help people, this is steady income that lasts a lifetime.

"What we see now are farmers expanding their plantation to try and meet the demand. Cocoa and coconut are considered traditional cash for Samoa. If you grow it well it will serve you and the generations that follow," he said.

Tupai stressed that the recuperation of the cocoa industry was greatly aided by the COVID-19 effects, which, caused a significant decline in the market and a void in partnering markets outside of Whittakers.

In addition to Whittakers, serving as their biggest partner for the Samoan cocoa industry, they also supply markets in Australia and Japan.

Concerning a remark on the strategy for preserving the beans and their quality, Tupai said they are willing to cooperate with bean suppliers as long as the proper fermentation procedure is complied with and properly maintained.

“Because it is an export product we need it in very good quality and we are also very mindful of maintaining its quality to not tarnish its reputation and impression of Samoa’s cocoa.

“It is our daily objective to ensure that we keep the quality of our cocoa and hopefully our people overseas will see its importance.

“Our cocoa is a premium product to the world market and that is one of its biggest successes."