The Cocoa Exchange

Mars launched Dove Chocolate Discoveries in February 2007. It was Mars's own direct selling business, built around the company's premium DOVE chocolate brand. Independent sellers called Chocolatiers hosted chocolate tasting parties in people's homes. The company described its mission simply: "we believe in the power of chocolate to transform a mood, a party, a gift, even a life."

The business grew state by state. Around 2013 and 2014 its website announced that it had opened in Alaska and Hawaii, and it ran incentive trips for top sellers. By 2014 the company said Chocolatiers could earn up to 40% commission on sales from their first day, and it was a member of the Direct Selling Association.

In March 2017 Mars relaunched the business as The Cocoa Exchange. The company's own story page said Mars realized "some new products are so innovative and on-trend that they need to be demonstrated and experienced rather than just sit on store shelves." Sellers became Curators, and the range was rebuilt around new premium brands. The old mydcdsite.com address forwarded to the new site, mytcesite.com.

“We aim to offer a bit of edu-tainment and want customers to both learn something new and have fun.”

Rebecca Hruska, head of marketing, The Cocoa Exchange — ConfectioneryNews, May 2017

The company sold premium chocolate and chocolate-based foods that were not sold in shops. In the Dove Chocolate Discoveries years the line included:

• Chocolate: DOVE milk, dark and white chocolate, truffles and sugar-free dark chocolate treats.
• Desserts and baking: chocolate mousse packets, fudge brownie and cookie mixes, caramel dessert sauces and baking mixes.
• Drinks: sipping chocolate, chocolate martini mixes, chai tea and smoothie mixes.
• Snacks: chocolate-covered almonds, cranberries and espresso beans, and cinnamon-dusted almonds.
• Tools: fondue sets, chocolate dippers, molds, pastry bags, scrapers, spatulas and parchment sheets.

As The Cocoa Exchange, the range moved upmarket. Launch coverage in May 2017 named three lines: Dove Signature premium confections and gifts, Pure Dark natural dark chocolate, and Pod & Bean cocoa-based cooking sauces. Individual items cost about $12 to $36. By 2021 the catalog also included single-origin chocolate bars, a dark chocolate mousse kit, cookie, blondie and pancake mixes, coffee hazelnuts, cocoa-roasted pepitas, chocolate coffee pods, hot sauces and seasoning blends. The company said its products were made in the USA and sold only through its sellers.

Sellers were called Chocolatiers under Dove Chocolate Discoveries and Curators under The Cocoa Exchange. Either way, the heart of the business was the tasting party. A host invited friends, the seller brought samples, and guests tasted and ordered. Products shipped directly from the company to hosts and customers.

Starter Kit

Our earlier profile recorded two Dove Chocolate Discoveries kits: a Standard Business Kit for $159, with more than $300 of products plus a rolling cooler bag, apron, catalogs and order forms, and a Master Chocolatier Kit for $449 with more than $800 of products and extra tools. The Cocoa Exchange simplified this to one "business-in-a-box" for $129, with products, catalogs, training, an online storefront and branded items. New Curators also got a coupon for 50% off up to $100 in supplies.

Pay

Under Dove Chocolate Discoveries, our earlier profile recorded a 25% base commission plus monthly personal sales bonuses of 5% to 15%, for up to 40% in total. Team leaders earned overrides of 3% to 5% on their team's sales. The Cocoa Exchange kept the same 25% to 40% commission range. It added free products in a new Curator's first 90 days, $50 cash for each qualified new Curator sponsored during QuickStart, team overrides, and bonuses from the Manager title upward. Curators could also earn product discount coupons of up to 50% off.

Hosts

Hosts earned rewards based on party sales. Our earlier profile recorded host credit of 10% to 20% of sales plus half-price items for bigger parties.

In early 2021 The Cocoa Exchange put a banner on its home page. It read: "THE COCOA EXCHANGE will close down on February 28, 2021." Below that was a simple thank-you: "For every moment of joy, bite of chocolate, and special memory we shared over the past years with our cocoa community." The Wayback Machine shows the banner on captures from January and February 2021. Mars did not publish a reason that we could find, and we do not guess at one.

The shop stayed open until the deadline. By April 2021, the mytcesite.com address was redirecting to the main Mars website, and the brand has not returned. Today both mytcesite.com and the old mydcdsite.com addresses no longer respond. The similarly named thecocoaexchange.com belongs to an unrelated business in London. Former Chocolatiers and Curators kept any stock they had, but they can no longer order. People who enjoyed food tasting parties can look at live companies in the food and cooking category on Direct Sales Aid.