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From Export Ambition to International Success: Chocolat Madagascar’s Growth Journey

Creating Global Opportunities Through Trade

For many businesses, exporting can feel like a significant step. New markets, new customers and new opportunities often come with unfamiliar challenges. But as Chocolat Madagascar's story demonstrates, with the right support and connections, exporting can unlock sustainable growth and long-term success.

Chocolat Madagascar produces award-winning premium chocolate made entirely in Madagascar, from bean to bar. Founded by UK entrepreneur Neil Kelsall, the Preston-based business was created with a simple but ambitious vision: to retain more value in the country where the cacao is grown by producing finished chocolate products at origin and selling them internationally.

Today, the business exports to markets across Europe, North America and Asia, building a global customer base while supporting local jobs, skills and economic development.

Turning a Vision into a Global Business

From the outset, international trade was central to the company's growth strategy.

Madagascar is recognised globally for producing some of the world's finest cacao, yet historically much of the value generated from the crop was realised elsewhere. Chocolat Madagascar saw an opportunity to create a premium product in-country and take it directly to international consumers.

What started as an ambitious idea has grown into an internationally recognised brand, with products now sold in countries including the UK, Germany, France, the Netherlands, the Czech Republic, Canada, Japan, China and the United States.

Navigating the Challenges of Exporting

Like many exporting businesses, Chocolat Madagascar faced challenges along the way.

These included understanding international market requirements, building relationships with overseas buyers and distributors, managing logistics and supply chains, and ensuring products consistently met the expectations of global consumers.

Rather than seeing these challenges as barriers, the company viewed them as opportunities to learn, adapt and strengthen its international offer.

Their experience highlights an important lesson for businesses considering exporting: success overseas does not happen overnight, but with planning, resilience and the right support network, international growth is achievable.

The Value of Expert Support

As the business expanded into new markets, support from the Department for Business, Innovation, Science and Trade (BIST) helped them explore opportunities and make valuable international connections.

Through guidance from Business Growth Advisers and participation in BIST’s export event programmes, the company gained access to practical advice, networks and opportunities designed to support international growth.

One of the most valuable opportunities came through participation in the Great British Pitch USA, delivered with Small Business Britain.

The initiative enabled the company to pitch directly to US buyers, importers and distributors, while also hearing from industry experts and experienced exporters. The experience provided valuable market insights, meaningful commercial connections and fresh opportunities to grow in one of the world's largest consumer markets.

Looking Ahead

Exporting continues to play a central role in Chocolat Madagascar's future plans.

The company is focused on strengthening its position in existing markets while exploring further opportunities in the United States, China, Oceania and the Middle East.

Their growth journey shows that exporting is not just about increasing sales. It can help businesses become more resilient, diversify their customer base, stimulate innovation and create lasting economic impact.