30 Years of Devonport Chocolates New Zealand

Over her two decades of owning and running the business, Stephanie says chocolate consumption has evolved, due to changing palates and habits. She says people are eating more dark chocolate now, driven by the health benefits associated with it.  

“Our 70% dark chocolate has a good level of dietary fibre in it,” says Stephanie. “It works for people on the Keto Diet as it offsets the sugars in the chocolate. It’s a fallacy that chocolate is bad for you.”

Although Easter and Christmas remain their two key sales peaks of the year, Stephanie says generally people are eating more chocolate and treating themselves a bit more.

Sales have increased steadily year on year since the Everitts bought the business, and they’ve added more than 60 new product lines during that time.

“It’s a treat food,” she says, “And it’s totally fine if you only want to buy one chocolate. We should all be eating like the French - only buying what you need.”

In her role as marketing and retail director, Caroline has been instrumental in moving the business online. She applauds the nationwide #buylocal campaign launched last year to aid retail recovery after COVID-19, and says they couldn’t have survived without their local community.

But she says they’ve always been strong proponents of supporting local producers and suppliers.

“We’re always asking ourselves - can we get this in New Zealand, and can we find a local flavour?”

The salt for their Salted Caramel comes from a producer in the Hauraki Gulf, hazelnuts from Marlborough, citrus from Kerikeri, wine from the Man o’ War vineyard, and olive oil from the Rangihoua Estate, both on Waiheke Island.

Although the range of flavours is constantly expanding, Caroline says it’s important that chocolate can still be just chocolate.

“We’re constantly looking at new tastes and fillings,” says Caroline. “But the one thing to be careful of is that you don’t have too many flavours.

“You can’t be all things to all people.”

Recently, Devonport Chocolates has become something of a test kitchen for food tech innovators with its skill in combining different flavours coming to the attention of industry players.  

Three years ago they worked with AgResearch on developing a meat chocolate as a way of supplementing the diet of elderly people who were lacking in protein.

Although the idea was floated at Field days, the project didn’t lead to production.

“I don’t think people could get past the meat and chocolate combination,” says Caroline.

Last year they worked with a group of marine scientists on developing a collagen chocolate produced from seaweed. Although there were no plans to commercialise it, it was useful for the food production team to see how collagen reacted to the cooking process.

“It’s important that we take those opportunities as we learn so much,” she says.

Last year’s COVID-19 lockdowns definitely presented challenges for the business, but Stephanie says they adapted well. Their supply chain remained relatively unaffected and online sales were boosted by the Prime Minister’s edict that the Easter Bunny was an essential worker.  

All of their Easter stock sold online, and with their factory staff operating in separate bubbles, they started production again as soon as they could.

Caroline worked for 16 days straight on internet orders, and they used existing stock to fill Mother’s Day orders.

“It was mad,” she says.

Although scaling the business isn’t on 70-year-old Stephanie’s agenda, she says there are plenty of opportunities there for those who might want to. But it’s important with any expansion that the artisanal element isn’t lost, she says.

“Chocolate’s a passion for us,” she says. “It's important that it remains handcrafted - that’s our unique selling point.”

Latest projects include a vegan range, as well as marshmallow to go into their own Rocky Road. Every new idea is scrutinised by the discerning in-house team of chocolatiers, retail assistants, factory workers and management.

“Everyone has a voice,” says Stephanie.

She says the business has always enjoyed a loyal customer base, and they use customer feedback to help refine their range.

“We have a wonderful test clientele in our customers,” she says. “We always have a plate of samples at the door and we really value the feedback we get.”

“At the end of the day, we’re our own fiercest critics,” she says. “Although we’re continuously tasting, it does come down to personal preference. Some like chocolate with 70% and above cocoa solids but we concede it’s not for everyone. A lot depends on how well balanced it is with the filling.”

Many would view working with chocolate as the ultimate dream job. So how do the staff at Devonport Chocolates manage to fight the temptation to eat on the job?

“We don’t gorge ourselves,” Caroline says. “If anything, you tend to get fussier.

“Of course, chocolate is our logical go-to food when you hit that hungry patch in the afternoon. But we view chocolate as a treat food and it’s important that you balance what you eat.”

“Most of all, you need to enjoy it!”

Devonport Chocolates, a locally owned and operated handcrafted chocolate producer based in Devonport on Auckland’s North Shore, is celebrating 30 years of business this month, and has launched two special Anniversary Selections, a 16-piece box and a 40-piece box, made up of customers’ favourite chocolates to mark the occasion. The selections include: 

• Vanilla Raspberry
• Mango & Passionfruit
• Feijoa & Honey
• Hauraki Salted Caramel
• Crunchy Nut Cup
• 1919 Summer Gin and Raspberry
• Chocolate Extreme (like a bite of the original Truffle Slice)

Devonport Chocolates has also launched its first dedicated brand video campaign, available to view here on YouTube.