Why I build Chof.
Chocolate is fascinating and incredibly complex, but many people still choose it almost blindly. You probably have no idea about this whole world (if you do... your friends probably don't!).
Around the world, cacao growers are producing spectacular cacao, and makers are turning it into extraordinary bars through direct sourcing, experimentation in fermentation, real craftsmanship, and clear origin character. The product itself has evolved enormously over time. The way most people discover chocolate has not.
In wine, and increasingly in coffee, people have tools and shared vocabulary that help them make sense of what they're buying. Even if you're not an expert, you can still choose with some confidence. Apps like Vivino helped create that layer: scan a bottle, understand it better, feel safer exploring.
Chocolate still lacks much of that.
Most people rely on a limited set of ideas: cocoa percentage, packaging, brand familiarity, and perhaps an award or certification. That makes discovering genuinely great chocolate harder than it should be.
Through tastings, workshops, and conversations with friends, I kept seeing the same pattern: people are curious about better chocolate, but they often lack the tools and confidence to interpret what they're seeing and tasting. And the more complex chocolate becomes, the harder it can feel to know what to buy.
That is why I built Chof.
Chof is my attempt to build a missing piece in the chocolate world: a simple way to scan a bar, understand what's in your hand, discover better bars and the makers behind them, and explore the remarkable flavour and story behind great chocolate with more confidence.
It is still early, and very much an open experiment. But the ambition is simple: to make great chocolate easier to recognize, understand, and enjoy.
Felipe