Barry Callebaut, the world's leading manufacturer of high-quality chocolate and cocoa products, has created WholeFruit, a new chocolate made from 100% pure cacaofruit. The first upcycled chocolate bar.

Preventing food wastage is the most effective solution for combating climate change. In order to raise awareness of the power of upcycled fruit, we have launched a #EATorAUCTION global influence campaign for Cabosse Naturals in partnership with the Upcycled Food Association (UFA). According to the world's leading resource for ranking climate solutions, Project Drawdown, concluded that preventing food waste is the number one most effective solution to global warming. That said, around 14 million tons of cocoa fruits are harvested around the world every year to make chocolate, and 70% of cocoa fruits were previously wasted.

But, on World Food Day, October 14th 2020, the Upcycled Food Association (UFA) and WholeFruit chocolate join forces to raise awareness for the power of upcycled fruit and rethink food waste. WholeFruit is a new type of chocolate, and reversed this practice by upcycling the otherwise wasted - but completely delicious and nutritious - fruit. With its zesty, fruity, and unique taste, each bite of Whole Fruit chocolate contains at least 40% less sugar than traditional chocolates.

AM came up with the strategy for the #EATorAUCTION global influencers campaign for Barry Callebaut. We researched and selected a group of chefs, foodies, environmentalists and lifestyle influencers from the UK, US, France, Germany, Hong Kong, India, among others. They could either eat or auction the WholeFruit chocolate to to increase awareness and and fundraise money for the Upcycled Food Foundation. The highest bid was $275 for one piece of the rare WholeFruit chocolate. In total $2,000 was raised overall. Furthermore, it has generated visibility and awareness for upcycled foods across the globe.
AM was responsible for strategy, influencer relations, media relations, planning, and execution.

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