From Passion to Process: A Bean-to-Bar Chocolate Story
What does it take to go from simply enjoying chocolate to crafting it from scratch? In episode 98 of The Agri-Tourist Podcast, we explore that question with Peter Carlson, founder of Wright Old School Chocolate, a small-batch, bean-to-bar chocolate business rooted in purity, sustainability, and curiosity.
Like many great agricultural stories, this one begins with a simple realization—and a nudge from family.
“I didn’t really know chocolate. I knew what consumerism has told us chocolate is.”
A visit to San Francisco, experiences at craft chocolate makers, and one influential book later, Peter found himself making his first chocolate bars within four weeks. What started as curiosity quickly became something deeper—a hands-on pursuit of understanding chocolate at its agricultural core.
Understanding Chocolate Beyond the Wrapper
One of the most powerful themes in this conversation is how disconnected most consumers are from what chocolate actually is. Craft chocolate—especially bean-to-bar—reconnects people to origin, farming practices, and flavor diversity.
“Almost every location has its own flavor.”
From Peru to the Philippines, cacao beans reflect the terroir of where they’re grown—just like wine or coffee. Peter describes flavor notes ranging from caramel-like sweetness in Fiji beans to bright fruit profiles in Madagascar cacao. This diversity is something most consumers never experience when buying mass-produced chocolate.
Through travel and sourcing, including a pivotal trip to Peru, Peter deepened his understanding of cacao as an agricultural product—not just an ingredient.
The Farm Experience: Where Chocolate Begins
Visiting cacao farms is transformative—not just for makers, but for anyone who experiences it.
Walking through cacao-growing regions reveals complex ecosystems where biodiversity, climate, and farming practices all play a role. It’s also where the realities of agriculture come into focus: labor, climate challenges, and the importance of ethical sourcing.
“We have to rethink some of our ways… we’re consuming more goods than the Earth can handle.”
This perspective is central to agritourism—connecting people to the origins of their food and fostering a deeper appreciation for sustainability.
Simplicity as a Philosophy: Two Ingredients, Maximum Impact
In a world of complex ingredient lists, Peter’s approach is refreshingly simple: cacao and unrefined sugar.
“Those two ingredients are the only things in there… very vegan-friendly, with the most robust taste.”
This minimalist philosophy is intentional. It allows the natural flavors of the cacao to shine while also accommodating dietary needs, including vegan and allergen-conscious consumers.
Even his version of “milk chocolate” is reimagined—using coconut milk powder instead of dairy—challenging expectations of what chocolate should taste like.
The Education Gap (and Opportunity)
One of the biggest challenges for small chocolate makers isn’t production—it’s education.
Consumers are used to mass-market chocolate, which often masks the true flavor of cacao. Introducing them to craft chocolate requires storytelling, sampling, and direct connection.
“It’s an education process… people are expecting the commercialized, big box stuff.”
This is where agritourism and direct-to-consumer experiences shine. Farmers markets, tastings, and workshops create opportunities for meaningful engagement—where people can taste the difference and understand the “why” behind it.
Chocolate, Community, and Connection
Beyond flavor and process, there’s a human element that defines this journey.
From chocolate maker communities across the globe to local market interactions, connection is at the heart of it all.
“It goes best with friends.”
That simple statement captures the essence of agritourism: food as a bridge between people, places, and stories.
Redefining Success in Agriculture-Based Businesses
In an industry often driven by scale and margins, Peter measures success differently.
“What I measure success by is not the amount of revenue, but the pleasure… seeing the smiles and returning customers.”
This mindset reflects a growing shift in agriculture and food systems—toward purpose-driven businesses that prioritize experience, education, and sustainability.
Chocolate as a Gateway to Understanding Food Systems
This conversation is about more than chocolate. It’s about reconnecting with food, understanding where it comes from, and recognizing the role we all play in shaping sustainable systems.
From a single bar of chocolate, we can trace a global story—of farmers, ecosystems, craftsmanship, and community.
And that’s exactly what agritourism is all about.
Click here to listen to the full Agri-Tourist Podcast Episode with Peter Carlson.