For us chocolate is our livelihood.
We pay our bills, business and personal, based on selling the sweet nectar that is chocolate.
But it's more than that. Chocolate is one of the oldest food stuffs known to man. It's held a prestigious place in the history of mankind. At times it was more valuable than gold. History tells us that the stuff of cacao beans has been serious business.
But most people don't reflect on that when they unwrap a bar of chocolate.
What lures them in, aside from their taste buds, is the memories of chocolate past.
It's the childhood memories of Easter Egg hunts, those when you truly believed a bunny had come in and left lightly dusted paw marks on your hallway floor and hidden an assortment of delicious chocolate eggs throughout the house. And even the years you knew better about that mystical bunny, but you toed the line so as to not disappoint your parents and to not put those eggs in jeopardy.
It's the times you went to the store with Mum for the weekly shop and she plied you with a freddo frog to fill the time and keep you from complaining in every aisle.
It's the teenage years when you naughtily sat at the back of the movie theatre and rolled the spare jaffa's down the aisle for no particular reason other than it felt naughty.
It's the night snuggled on the couch watching Charlie, Augustus, Mike, Violet and the other children wondering the expanses of Willy Wonka's magical chocolate factory and going to bed afterward wishing it was true with the wise words of the Oompa-Loompa's ringing in your head.
Well that's what chocolate is all about for me. It's the memories of what chocolate represented through all those years. So why not become one of the chocolate makers? The dreamers of the dream.