Anecacao launches Ecuador cocoa origin brand amid 63.5% export value drop
Ecuador’s cocoa exporters have unveiled a new origin label to reposition the crop as a premium product, a strategic pivot aimed at stabilizing revenues after a sharp decline in global prices eroded export values this year.
The National Association of Cocoa Exporters and Industrialists of Ecuador, known as Anecacao, introduced a new origin label on 19 August 2026. The branding initiative, translated as Ecuadorean cocoa naturally the best in the world, was unveiled at a convention centre in Samborondón near Guayaquil.
Merlyn Casanova, the executive director of Anecacao, stated the goal is to transition the country from a mere supplier to a recognized symbol of quality. The campaign relies on an origin logo, a promotional film, a certification seal, and a broader communications strategy rather than an official government decree.
This rebranding effort arrives as the sector faces severe pricing headwinds. Export values for Ecuadorean cocoa plummeted by 63.5 percent in the first quarter of 2026, dropping to $441 million from $1.208 billion a year earlier.
The revenue contraction follows a record year in 2024, which generated $3.617 billion from 460,000 tonnes. Prior to that peak, 2023 exports reached $1.320 billion on 396,042 tonnes. Despite the recent price slide, Anecacao projects total shipments will exceed 623,000 tonnes in 2026, potentially overtaking Ghana to become the second-largest cocoa exporter behind Ivory Coast.
The strategy leverages Ecuador’s dominance in fine flavour cocoa, a premium grade linked to the Nacional variety. The country accounts for roughly 60 to 63 percent of global supply in this category, which is highly prized for its floral and fruity characteristics. Meanwhile, the Ministry of Production claims that all of the nation's bean exports fall into this fine flavour classification.
A January 2026 study by PUCE indicates that premium buyers are increasingly willing to pay for traceability, sustainability, and fair trade practices. By certifying origin and emphasizing these attributes, exporters hope to decouple their revenue from the volatile bulk commodity market.
The new brand will serve as a centerpiece for the fifth edition of Chokao, the International Cocoa and Chocolate Fair. The industry event runs from 25 to 27 August 2026 at the same university venue, offering a platform to pitch the premium positioning to global buyers. In a March radio interview, Anecacao described its volume target of 625,000 to 630,000 tonnes for the year as conservative.
