Unwrapping Hipster Chocolate
In 2007, two Iowa-born brothers launched an artisanal chocolate company, Mast Brothers, out of an apartment in Williamsburg, Brooklyn—the hipster heart of the growing farm-to-table movement.
Mast quickly became a well-known operation, partly because their focus was on creating quality chocolate that only required two ingredients: cocoa beans and sugar. And these speciality bars—hand wrapped in expensive, beautifully designed paper—boasted a $10 price tag.
It was something people were willing to spend for a product that also came with a compelling origin story. But that all changed when customers started to question the narrative of what they had been sold.
A Somethin’ Else production.
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