Seattle Chocolate Transforms into Maeve: A New Era of Ethical Chocolate

The Evolution of Seattle Chocolate into Maeve

In the world of chocolate, a significant transformation is underway as Seattle Chocolate, a well-regarded name in the industry for over three decades, rebrands itself as Maeve. This exciting change marks a bold step into a new chapter—one that embodies the essence of imagination, flavor, and impactful ethical practices.

This new identity stems from dialogue between Jean Thompson, the Owner and CEO of Seattle Chocolate, and her daughter Ellie Thompson, who serves as the Brand Manager. Together, they envisioned a rebranding initiative that would allow them to reach new markets, all while remaining grounded in their foundational values. The result is Maeve, a name inspired by the legendary Irish warrior queen, symbolizing strength and fearlessness—qualities that resonate with chocolate lovers today.

A Commitment to Ethical Practices

Maeve embodies all that Seattle Chocolate has traditionally represented: a dedication to transparency, joy, and meaningful impact through chocolate. Jean Thompson explains, “Maeve represents everything we’ve always stood for. It’s not just a name change; it’s a revitalization of our energy.” With Maeve, the company aims to create an exhilarating chocolate experience that feels fresh and fosters joy.

Ellie adds, “We believe that a small treat can make a big impact, and with Maeve, we are amplifying that potential.”

Bringing Maeve to Life

To bring this vibrant brand to fruition, Maeve partnered with a creative branding studio, Young Jerks. They have crafted an imaginative world filled with quirky characters like Greg Glitter and Cheryl the Forest Nymph, which complement the chocolate flavors they offer. This playful approach seeks to transport consumers to fantastical realms, allowing them to view chocolate in a delightful and refreshing light.

Dan Cassaro and Dan Christofferson, the Creative Directors at Young Jerks, aim to break the traditional mold of premium chocolate companies. They emphasize “big, silly ideas,” immersive storytelling, and a friendly tone that resonates with consumers. Their intention is to redefine brand engagement within the chocolate space.

Sustainable Sourcing and Community Support

A key principle at the heart of Maeve is the commitment to responsibly sourcing chocolate while uplifting cocoa farmers. Maeve directly procures cocoa from farmers in Ghana, Peru, Tanzania, and the Dominican Republic, ensuring fair compensation and support for sustainable practices. When direct sourcing isn't feasible, they opt for Rainforest Alliance Certified cocoa, ensuring adherence to ethical standards.

Additionally, Maeve allocates 10% of their net profits towards initiatives aimed at enhancing the lives of cocoa-growing communities. This includes projects for establishing fresh water wells, funding micro-lending programs, and planting seedlings to ensure the future of cocoa cultivation.

Expanding Chocolate Horizons

Since its inception in 1991, Seattle Chocolate has been revered for its indulgent Truffle Bars and Bonbons. Maeve is now expanding this legacy by presenting a wide variety of fun flavors packaged in vibrant designs. The lineup features unique combinations like the Dark Chocolate Medley and the Maeve Loves You Bonbon box, both of which have garnered recognition as finalists for the 2025 NEXTY Awards.

With delightful offerings such as Magical Mint and San Juan Salted Toffee Truffle Bars priced at $6.50, and Bonbons starting from $14.50, there’s a flavor for every palate. These delicious treats are available online at maevechocolate.com and will soon be found in various retailers including World Market and Sprouts Farmers Market.

Conclusion

In conclusion, the transformation from Seattle Chocolate to Maeve not only revitalizes a beloved brand but also strengthens its commitment to ethical practices, imaginative storytelling, and community empowerment. With Maeve, chocolate lovers can indulge their sweetness while knowing they support a brand that cares. Discover more about Maeve and its journey at maevechocolate.com or through their social media channels @maevechocolate.