"These days my favorite chocolate isn’t U.S.D.A. organic certified and it’s not Fair Trade or Rainforest Alliance stamped. It’s Madécasse, made from cacao grown in Madagascar’s naturally organic forests. It’s traded fairly and is environmentally friendly."
One rave review however does not make a business.
At the end of the day Madécasse may need to literally break into the Vanilla and/or Chocolate markets and that will cost money. As said before, success is not about having the best product. Marketing is not a battle for the product but a battle for the mind of the customer.
This may be a traditional conundrum of just how much money will they need to make an impact on well developed markets. With chocolate they are competing against the big boys and in vanilla their product is competing with 'industrial' alternatives.
So how easy is it to be the next Green and Blacks/Ben & Jerry/Innocent Drinks 'successful' high-quality offering and what are the odds of breaking through?
Will the success of this business boil down to the depth of their pockets? Or the quality of how they market their product (= money, again)?
Is it possible that, ironically, the business's success may be more about their ability to raise capital than the quality of their product and ethics!