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Joyce Zengerink - Masaya Chocolate


Joyce Zengerink - Masaya Chocolate #1


Describe the idea:

The Chocolate Expedition aims to create a brand of happy chocolate involving smallholder cocoa farmers and local chocolate makers to establish a more fair and sustainable chocolate supply chain. The Masaya Moments are small pieces of chocolate in an attractive box on which the story behind the chocolate will be shared. Every Masaya Moment contributes directly to a better life of the farmer, since the transparency allows us to know who benefits.


Who are you? Previous education/jobs/ experiences etc.

I just graduated from the master in Entrepreneurship and Innovation from Lund University, which I completed straight after my bachelor in tourism management. As daughter of an entrepreneurial family I grew up with the entrepreneurial mindset. My parents ran their business for over 20 years and I have always been involved in work-related activities and this has always been my main job. Besides, I worked as communication and marketing employee at my university and I have a lot of international (work) experiences.


What will you do during these three months? How will you spend the time?

The main focus will be on building relations with the suppliers and establishing sales channels in the Netherlands. Over the last weeks, we got a better understanding of the supply chain and the main challenge is to overcome the obstacles in the supply chain and to get a first prototype of the product so we can try to sell this. Another focus will be on marketing and creating a brand.


What do you expect to achieve during Leapfrogs? 

I hope to have a prototype to show by the end of the period of Leapfrogs and to conduct market research, both with retailers as well as the end consumer. I would love to explore different sales channels and have meetings with people to understand the market better. The biggest challenge is still to conclude and figure out if the whole idea is feasible and if not how to adapt the plan. My ultimate goal is to create the largest impact for people as possible.


Leapfrogs Working Group
LU Innovation, Sölvegatan 16
Box 117, 221 00 Lund

info [at] leapfrogs [dot] se