Generic Cocoa Promotion

The project aimed to counteract the negative image of cocoa products in Japan. By promoting popular awareness of the positive nutritional and health aspects of cocoa, the project contributed to an increase of the relatively low per capita consumption of cocoa products in the region. The ex-post evaluation concluded that the project achieved its objective to expand the market of cocoa and chocolate in Japan as statistical data revealed that chocolate consumption in Japan had increased. The project was a good example of sustainability since promotional activities to increase chocolate consumption in Japan continued under the leadership of private industry.