Luker Chocolate: Upholding a Commitment to Sustainable Sourcing, Ethical Practices, and Superior Quality.

Marcela Jaramillo Asmar is the senior vice president of marketing at Luker Chocolate. Her primary role involves formulating the brand’s global marketing tactics. Asmar leverages her strategic approach to marketing and deep understanding of consumer trends to uplift the brand across both new and existing markets. Her unique understanding of value chains rooted in agriculture helps create a compelling picture of Luker’s brand story.

Asmar’s successful career spanning 20 years was born in Colombia, and she has worked with famous global food and beverage brands. Before joining Luker Chocolate, she polished her skills at Nestlé Colombia as their communications development manager, excelling in creating persuasive brand stories and fostering customer engagement.

Asmar explains that what sets Luker Chocolate apart is its unique operation as a B4B family-owned chocolate manufacturing firm since 1906. The company is driven by their “Triple-Impact Vision” which targets economic, social, and environmental aspects that influence the chocolate value chain positively.

With regard to sustainability and regenerative agriculture, Asmar emphasizes that Luker’s founders instilled the principle of mutual value creation. This ethos informs Luker’s unique sustainability Masterplan – The Chocolate Dream. It’s a collaborative plan through which farmers, communities, and Luker’s partners join forces to drive prosperity in cocoa-growing regions in Colombia. So far, it has impacted more than 3,900 rural families and safeguarded environmental balance and biodiversity in these areas.

Embracing their commitment to being a better company for the future, Luker achieved B Corporation certification in 2023. Simultaneously, Luker is proactively working with farmers to initiate regenerative practices in Colombia, with initiatives including agroforestry implementation and bio-alternative fertilizing, helping positively impact more than 11,000 hectares of land.

Adding to their efforts, Luker is also encouraging regenerative agriculture practices adoption. So far, they have assisted 80 farmers in adopting regenerative farming approaches thanks to their partnership with the Colombian NGO, the Bancolombia Foundation.

Asmar highlights Luker’s substantial environmental impact on the communities where they operate. They have directly intervened to prevent deforestation, protect water sources, and promote agroforestry designs, positively influencing over 11,945 hectares.

In product production, technology plays an indispensable role. Traceability systems boost transparency in Luker’s supply chain, while modern agricultural techniques optimize crop yields. Technological innovations in processing and manufacturing aim to diminish environmental impact whilst upholding high production standards.

Luker is committed to reducing waste by finding additional uses for cacao fruit left over from the cocoa post-harvest process.

As for their functional food chocolate products, Asmar mentions their newest offering – 44% Dark Chocolate with Protein. They constantly research functional ingredients to improve chocolate’s nutritional benefits, working jointly with clients to tailor solutions suitable for the growth of the functional segment.

Luker also offers private label services for consumer products, extending their expertise beyond production. They provide a diverse range of formulations, sustainable packaging solutions, and comprehensive support throughout the development process.

Even as an export manufacturer of premium chocolate products, Luker Chocolate’s prices are competitive within the luxury market segment. This is owing to their unparalleled product experience, ethical sourcing, trade practices of high integrity, and environmental commitments.

In terms of chocolate trends, Asmar observes that the demand for sustainable, ethically sourced products, and healthier, functional chocolates is surging. Luker Chocolate is strategically prepared to capitalize on these trends, thanks to their strong commitment to sustainability and creative product offerings. They’re also developing functional chocolates to cater to health-conscious consumers, whilst exploring new and exotic flavors to provide unique taste experiences.