Foreverland is part of a growing global movement that is reshaping the chocolate industry by developing innovative, sustainable alternatives to cocoa-based products. Founded in 2023 by a group of ambitious entrepreneurs—Massimo Sabatini, Riccardo Bottiroli, Giuseppe D’Alessandro, and Massimo Brochetta—this Italian startup is gaining attention for its flagship product, Choruba. Made from carob, a Mediterranean crop, Choruba offers a chocolate alternative that addresses both the environmental and ethical concerns surrounding traditional cocoa farming.
The idea behind Foreverland emerged as a response to the unsustainable nature of the cocoa industry, which has been plagued by issues like deforestation, child labor, and resource depletion. Cocoa farming ranks as one of the most water- and carbon-intensive agricultural practices globally, with climate change further exacerbating the instability of cocoa supply chains. Countries like Ghana and Côte d'Ivoire, which provide two-thirds of the world's cocoa, have seen drastic reductions in production due to shifting weather patterns and crop diseases. Against this backdrop, Foreverland offers a solution that requires 90% less water and reduces CO2 emissions by 80%, positioning itself as a key player in the fight for more sustainable food production.
The startup’s founders bring a wealth of experience and passion to the project. Sabatini, who left the oil and gas industry to pursue more sustainable ventures, saw an opportunity to disrupt one of the world’s most beloved but resource-intensive treats—chocolate. His partner D'Alessandro, a marketing expert with a background in the chocolate industry, understood the commercial potential of an alternative that didn't compromise on taste. Bottiroli, a researcher from Wageningen University, contributed the scientific expertise, while Brochetta’s background in food product development helped the team to create a product that could mimic the taste and texture of chocolate while maintaining its environmental benefits.
Foreverland's journey began in Southern Italy, sourcing carob from Sicily and other Mediterranean regions, tapping into Italy’s rich agricultural heritage. By revitalizing carob—a crop traditionally considered of little value—the company has not only created a product that is kinder to the planet but also one that supports local farmers and promotes biodiversity. Carob, once dubbed the "chocolate of the poor" due to its use in times of scarcity, is experiencing a renaissance as a modern, eco-conscious ingredient. Through technological innovations and proprietary processes, Foreverland has transformed carob into a product that rivals traditional chocolate in flavor and texture.
The company’s recent success is reflected in its €3.4 million seed funding, a remarkable achievement for such a young enterprise. This funding round attracted prestigious investors, including food-specific venture funds such as Grey Silo Ventures, Eatable Adventures, and Maia Venture, as well as prominent players like CDP Venture, Exor Ventures, and 2100 Ventures. The funds will be used to scale production, with a new facility in Puglia set to become operational by January 2024. This facility will help meet the increasing demand for Choruba, which is available in both liquid and drop form, and can be used by food manufacturers in a variety of products.
The founders are not resting on their laurels. In addition to expanding production, Foreverland plans to invest heavily in research and development, continuing to innovate within the alternative chocolate space. New formulations, including vegan milk and white chocolate variants, are on the horizon. The company also remains deeply committed to transparency and sustainability, aiming to set new standards in the food industry. By leveraging its patented technology, Foreverland is poised to create products that are not only sustainable but also scalable, providing a viable alternative for companies and consumers alike who are seeking more ethical food choices.
In addition to product development, Foreverland is rapidly expanding its presence in Europe. The company has already been recognized for its achievements, winning several prestigious awards. These include the National Innovation Award (Premio Nazionale Innovazione) and the Food Tech World Cup in Lausanne, Switzerland. Moreover, Foreverland was selected to participate in the FoodSeed Accelerator, a program supported by Italy’s CDP Venture Capital, underscoring the startup's potential to revolutionize the food industry.
Although they are a standout in the Italian food-tech scene, Foreverland is not alone in this effort. Other neighboring companies, like Planet A Foods and WIN-WIN, are similarly pushing boundaries in the alternative chocolate sector.
Planet A Foods, based in Germany, has developed a product called ChoViva, which uses locally sourced oats and sunflower seeds to create a sustainable chocolate alternative through a fermentation process. Their recent $15.4 million Series A funding is helping them scale up production and expand internationally, as they target the growing global demand for chocolate amid skyrocketing cocoa prices due to climate change.
Similarly, WNWN Food Labs in the UK has raised $6.6 million to develop chocolate alternatives made from ingredients like barley and carob, using fermentation processes that mirror the texture and flavor of conventional chocolate. WNWN is already expanding its production capacity to supply more retail and high-end culinary partners.
In conclusion, Foreverland’s innovative approach to chocolate production using carob is not just a game-changer for the Italian food-tech scene but also a crucial part of a global movement toward sustainable food systems. As the demand for chocolate continues to rise, companies like Foreverland, WNWN, and Planet A Foods are leading the charge in providing ethical, eco-conscious alternatives that meet consumer expectations without compromising the planet’s resources. With its strong foundation in sustainability, local sourcing, and cutting-edge technology, Foreverland is well-positioned to become a leader in the rapidly expanding alt-chocolate industry, shaping the future of chocolate for a more inclusive, delicious, and sustainable world.
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