Shopify Masters From Farmers Markets to 5,000 Stores: How Taza Chocolate Stayed True and Grew
Dec 4, 2025
In this episode, Taza Chocolate co-founders Alex Whitmore, a bean-to-bar expert, and Kathleen Fulton, a design visionary, explore their unique journey. They discuss the importance of staying true to product integrity and ethical sourcing, which helped them navigate challenges. Alex highlights how being polarizing creates a strong market niche, while Kathleen reflects on their commitment to craftsmanship. The duo also shares insights on direct trade with farmers and the value of perseverance in business. Tune in for their inspiring entrepreneurial story!
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Constraints Became Competitive Strength
- Early decisions to avoid dairy, soy, and gluten made Taza inherently vegan and niche.
- Those constraints paid off as consumer trends later aligned with demand for minimally processed, real ingredients.
Double Down On What You Do Best
- Stay laser-focused on what your brand does best instead of chasing mass-market appeal.
- Play to your niche where you can be highly differentiated rather than trying to be everything to everyone.
When Going Mass Market Failed
- Taza tried competing on price and creating fun, mass-market flavors and those moves failed.
- They learned to prioritize their core dark, cacao-forward customers instead of chasing candy trends.