This study aims to define the concept of craftsmanship from the perspective of craft chocolate makers and explore how their understanding of craftsmanship is reflected in their organizational practices and the scaling of their businesses. The research is motivated by the desire of craft chocolate makers to expand the niche market for craft chocolate, thereby increasing the share of sustainable and fair-trade cocoa in the industry.

However, consumers remain confused by various claims such as ‘bean-to-bar’, ‘single-origin’, ‘single-estate’, and ‘direct-trade’, making it challenging for the niche to clearly present itself.