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If you’ve ever wondered what it takes to bring incredible chocolate to thousands of independent stores and retailers across the UK (and beyond), meet Michael, our newest member of the Love Cocoa crew.
From farm shops in Cornwall to boutiques in Berlin, he’s the guy making sure Love Cocoa finds its way into the hands of chocolate lovers everywhere.
We sat down with him to chat about the sweet world of sales, the thrill of a great deal, and, of course, his ultimate chocolate pick.
Q: Michael, describe your job in three words.
Fast. Exciting. Delicious.
Q: You’re leading our sales team. What’s that like?
Like being a chocolate matchmaker! I get to introduce incredible retailers to the best chocolate out there, helping them find the perfect range for their customers. It’s fast-moving, relationship-driven, and a lot of fun. Plus, I get to talk about chocolate all day. What’s not to love?
Q: What’s the trickiest part of selling chocolate?
Trying not to eat all the samples. But seriously, it’s about standing out. There’s a lot of chocolate out there, so it’s my job to show retailers why Love Cocoa is different, our incredible quality, our sustainability mission, and the fact that customers keep coming back for more.
Q: You work with independent stores across the UK and beyond. What’s the secret to building great relationships?
Listen first, sell second. Every retailer is different, so I focus on understanding what they need, what their customers love, and how Love Cocoa can help grow their business. It’s about being a partner, not just a supplier.
Q: What’s the most exciting part of your role?
Seeing Love Cocoa on more shelves, in more shops, and in more countries. That feeling when a new account comes on board or a retailer tells me their customers love our chocolate never gets old.
Q: If Love Cocoa was a sales pitch, what would it be?
Luxury chocolate that looks great, tastes incredible, and keeps customers coming back for more. Sustainably made and crafted for gifting. Once you stock it, you’ll wonder how you ever did without it.
Q: What’s your best-ever sales win?
Getting a big account to take their first order is always a rush, but honestly, I love working with the smaller independents too. Helping a shop find their perfect Love Cocoa range and then seeing them smash through reorders? That’s the best.
Q: If Love Cocoa was a celebrity, who would it be?
George Clooney. Smooth, classic, universally loved, and only gets better with time.
Q: Finally, what’s your go-to chocolate?
The Salted Caramel Bar. Sweet, indulgent, and impossible to stop at just one bite.
Welcome to the team, Michael. Now, back to spreading the chocolate love one retailer at a time!
