In this episode of Marketing Over Chai, Kate interviews Mary Luz Mejia, Canada's first Level 3 IICCT certified chocolate taster and educator. Mary Luz shares her unique career journey from journalism to content marketing, emphasizing the importance of storytelling in marketing. She discusses her passion for chocolate, her certification journey, and the complexities of the chocolate marketing landscape, including the challenges of greenwashing and the significance of supporting local, quality chocolate producers. We also talk about seasonal trends in chocolate consumption, the differences between artisan and mass-market chocolate, and the importance of ethical sourcing. She emphasizes the need for small chocolate brands to tell their unique stories and engage consumers through tastings. The discussion also touches on work-life balance in the industry and offers advice for aspiring marketers looking to enter niche markets. Key Takeaways: Mary Luz transitioned from journalism to marketing, leveraging her storytelling skills. The chocolate industry is complex, with many brands engaging in greenwashing. Storytelling is crucial in content marketing, making it more relatable and engaging. Her certification as a chocolate taster deepened her understanding of cacao and chocolate. Supporting local chocolate makers can lead to better quality products. The importance of knowing where your chocolate comes from and its production process. Consumers should be aware of the difference between craft chocolate and mass-produced options. Chocolate tasting is an art that involves understanding flavor profiles and origins. The chocolate marketing landscape is diverse, with luxury and everyday options available. Learning is a lifelong journey, and it's never too late to pursue new passions. Chocolate consumption peaks during colder months. Artisan chocolate brands differentiate through storytelling. Tasting is essential for consumers to appreciate quality chocolate. Support local chocolate makers for better quality and ethics. Big brands often mislead consumers with marketing tactics. Healthy work-life balance is crucial in the chocolate industry. Setting boundaries in corporate environments is important. Networking and finding your niche community can lead to success. Transparency in sourcing can build consumer trust. The chocolate industry is evolving with a focus on ethical practices. Chapters 00:00 Mary Luz' career journey 06:52 Transitioning from Journalism to Marketing 12:46 The Power of Storytelling in Marketing 18:42 Becoming a Certified Chocolate Taster 25:32 Navigating the Chocolate Marketing Landscape 30:40 Craft Chocolate: Quality Over Quantity 36:13 Artisan vs. Mass Market Chocolate 41:05 Consumer Preferences and Ethical Trends 48:32 Marketing Strategies for Small Chocolate Brands 52:07 Work-Life Balance in the Chocolate Industry 59:43 Advice for Aspiring Marketers in Niche Markets Connect with Us: 🌐 Website: https://marketingoverchai.com/ 🎧 Spotify: https://podcasters.spotify.com/pod/show/markeitngoverchai 📸 Instagram: https://www.instagram.com/marketingoverchai 💼 LinkedIn: https://www.linkedin.com/in/kate-fernandes/ 🎥 TikTok: https://www.tiktok.com/@marketingoverchai Connect with Mary Luz: 💼 LinkedIn: https://www.linkedin.com/in/mary-luz-mejia/ 📸 Instagram: https://www.instagram.com/mlmejia123/ Read her article in the Globe and Mail: Subscribe to Marketing Over Chai on YouTube and never miss an episode: https://www.youtube.com/@MarketingOverChaiPodcast For Collaborations or Sponsorships, Contact Us: 📧 marketingoverchai@gmail.com Keywords: Mary Luz Mejia, chocolate marketing, content marketing, storytelling, chocolate tasting, career transition, food industry, marketing trends, bean to bar, craft chocolate, consumer awareness, chocolate, artisan chocolate, seasonal trends, marketing strategies, work-life balance, consumer preferences, ethical chocolate, small businesses, chocolate tasting, chocolate industry ________________ Disclaimer: This video is for entertainment purposes only. The views, thoughts, and opinions expressed in this podcast are solely those of the speakers and do not necessarily reflect the official policy or position of Marketing Over Chai or any other agency, organization, employer, or company. The content provided is for informational purposes only and should not be considered as professional advice. Always consult with a qualified professional before making any decisions based on the content discussed in this podcast. ________________