Ecuador · AGRIBUSINESS
The exporters’ guild hopes a new origin label will lift Ecuador’s premium cocoa from a commodity to a story. Even as prices slide.
The Ecuador cocoa brand aims to move the country from being a raw ingredient supplier to a name on the premium chocolate shelf. The trade association Anecacao launched the origin label on Wednesday 19 August 2026 at a university convention centre near Guayaquil.
A New Origin Brand for Ecuador Cocoa
In fact, the Ecuador cocoa brand is ‘Cacao ecuatoriano, naturalmente, el mejor del mundo’. It means ‘Ecuadorean cocoa, naturally, the best in the world’.
Anecacao, the National Association of Cocoa Exporters and Industrialists of Ecuador, presented it at UEES in Samborondón. Samborondón is the affluent canton across the Daule river from Guayaquil, Ecuador’s main port city.
The launch event took place at the university’s convention centre. The launch took place on Wednesday 19 August 2026, according to El Universo.
Meanwhile, Forbes Ecuador also covered the event at the UEES convention centre. The event took place at the Universidad de Especialidades Espíritu Santo, known as UEES, in Samborondón.
However, the brand is not an official state label, as no government decree was found.
Ecuador Cocoa Brand: Supplier to Symbol
Merlyn Casanova, Anecacao’s executive director, explained the goal at the launch. She said: ‘We want to go from being recognised for what we supply to being recognised for what we represent.
Therefore, the campaign is about identity, not just volume. The association wants the world to see Ecuador as a source of quality, not just a producer of beans.
Casanova’s words reflect a shift from commodity to identity. However, this ambition faces a tough market in 2026.
Casanova’s vision reflects a desire to be valued for what Ecuador represents, not just what it supplies. Meanwhile, the campaign aims to shift global perceptions of Ecuadorean cocoa.
Four Strands of the Campaign
Forbes Ecuador reported that the plan has four parts. These include a country brand with an origin logo, a film, a seal, and a communications strategy.
In addition, the brand was unveiled alongside the announcement of the fifth edition of Chokao, the International Cocoa and Chocolate Fair. That fair runs from Tuesday 25 to Thursday 27 August 2026 at the UEES convention centre, with seminars and master classes.
The film will travel the world to promote the brand. In addition, the seal aims to certify origin nationally and internationally.
The four strands include a country brand with an origin logo, a film, a seal, and a communications strategy. In addition, the film will travel the world to promote the brand.
A Trade Association Effort, Not a Government Decree
This is a trade-association origin brand promoted by the exporters’ guild. Although it was presented at a public event, no official state brand registration was found in Spanish-language sources.
Still, the brand carries weight because Anecacao has represented the cocoa sector for more than 35 years. The association describes itself as a non-profit body looking after the interests of growers and exporters.
No presidential decree or ministerial accord was found in the sources. Still, Anecacao’s long history gives the brand credibility.
Anecacao has represented the cocoa sector for more than 35 years, according to its own description. Still, the brand’s official status remains unclear, as no trademark registration was found.
Ecuador’s Fine Flavour Advantage
The Ecuador cocoa brand builds on a strong natural asset: fine or flavour cocoa, known in Spanish as cacao fino de aroma. Moreover, this premium grade is tied to the Nacional variety, prized for floral and fruity notes.
According to Anecacao, Ecuador produces approximately 60% of the world’s fine flavour cocoa. Sector analyses put the figure closer to 63%; however, the Ministry of Production states 100% of bean exports are fine flavour.
Ecuador supplies roughly 60% to 63% of the world’s fine flavour cocoa. As a result, this premium grade is a key selling point.
Fine or flavour cocoa, known as cacao fino de aroma, is tied to the Nacional variety. In addition, Ecuador produces 60% to 63% of the world’s fine flavour cocoa.
Premium Demand Drives Value
A PUCE study found that demand from premium markets has pushed up the value of fine flavour cocoa exports. These markets prioritise traceability, sustainability and fair trade.
For example, the study, titled ‘Análisis del cacao fino de aroma en el Ecuador’, was published on 12 January 2026. It confirms that the shift towards quality is already happening.
The PUCE study was published on 12 January 2026. Since then, it has highlighted the value of traceability and sustainability.
The PUCE study highlights that premium markets value traceability and sustainability. As a result, these factors have increased the value of fine flavour cocoa exports.
A Global Export Powerhouse
Ecuador was the world’s third largest cocoa exporter in 2025, behind Ivory Coast and Ghana. However, Anecacao expects the country to ship more than 623,000 tonnes in 2026 and to overtake Ghana as the second largest exporter.
In a March 2026 radio interview, Anecacao put the target at 625,000 to 630,000 tonnes, calling that conservative. The association says more than 600,000 tonnes were placed abroad in 2025.
In 2023, Ecuador exported 396,042 tonnes of cocoa worth US$1.320 billion. However, by 2024, exports reached US$3.617 billion on 460,000 tonnes, according to the central bank.
Ecuador was the third largest cocoa exporter in 2025, behind Ivory Coast and Ghana. However, Anecacao expects to overtake Ghana in 2026 with more than 623,000 tonnes.
A Challenging Price Year
The Ecuador cocoa brand arrives in a difficult market. Primicias reported that Ecuadorean cocoa closed January 2026 with the lowest export figure in 22 months.
This was because of the fall in the international price. As a result, the value of Ecuador’s cocoa exports fell 63.5% in the first quarter of 2026.
It dropped from US$1.208 billion to US$441 million. This drop makes the branding push even more urgent.
The first quarter of 2026 saw exports fall to US$441 million. This drop follows a record 2024, when cocoa was Ecuador’s third largest non-oil export.
The brand arrives as cocoa export values have fallen sharply in 2026. Meanwhile, the first quarter saw a 63.5% drop, making the branding push more urgent.
Looking Ahead to Chokao and Beyond
The brand launch and the Chokao fair are part of a broader strategy to strengthen Ecuador’s position. The fair will bring together industry players for seminars, business round tables and master classes.
In short, the Ecuador cocoa brand is a bet on identity over commodity. Whether it can lift prices remains to be seen, but the sector is clearly aiming for the premium shelf.
Chokao runs from Tuesday 25 to Thursday 27 August 2026. Meanwhile, the fair offers a platform for the new brand to gain traction.
Chokao, the International Cocoa and Chocolate Fair, runs from 25 to 27 August 2026. Meanwhile, the fair offers a platform for the new brand to gain traction.
Frequently Asked Questions
What is the Ecuador cocoa brand?
The Ecuador cocoa brand is a new origin label launched by Anecacao, the exporters’ association. Its name in English is ‘Ecuadorean cocoa, naturally, the best in the world’.
Who launched the brand?
Anecacao, the National Association of Cocoa Exporters and Industrialists of Ecuador, launched it on Wednesday 19 August 2026. The executive director, Merlyn Casanova, is the main voice of the campaign.
Why is Ecuador’s cocoa considered premium?
Ecuador supplies roughly 60% to 63% of the world’s fine flavour cocoa, all linked to the Nacional variety. This cocoa is prized for its floral and fruity notes, unlike bulk cocoa.
How is the brand being promoted?
The campaign has four strands: a country brand with an origin logo. A film, a national and international seal, and a communications strategy.
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