There’s an amazing expose on dallasfood.org about Noka chocolate, supposedly the most expensive chocolate in the world. Notice I said “most expensive,” not “best.”
Noka gets a lot of play out of being the most expensive chocolate in the world, apparently from people either too rich to care, or too stupid to not understand that price and quality are not the same thing. In fact, in Noka’s case, it seems that the company actively engages in misinformation as a promotional strategy for its brand.
While they attempt to position themselves as makers of ultra-premium chocolate worth $2,000 a pound (no joke), Noka is in reality a marketing myth, repackaging and reselling chocolate that retails around $35 a pound, and wholesales for much, much less. And yes, while a cool stainless steel box and the aura that high-end marketing creates are
worth something, you have to wonder about a company that is so evasive about how it sources its product, especially when other (higher-profile) chocolatiers are more than happy to talk about their sources.
Don’t miss the priceless photo of Noka's HQ sandwiched between two hair salons in a Plano, Texas strip mall.
