Honest Chocolat
Where rural vistas and rolling vineyards fall toward the Pacific, a couple’s passion for chocolate has blossomed into an award-winning venture. Honest Chocolat, from Matakana maestros Nicolas and Emily Bonnaud, is yet another example of Kiwi producers’ knack for tempering their dreams into reality.
“Pastry and chocolate are never too far from one another,” French-born pastry chef Nicolas (known as Nico) muses. This intimacy, plus a touch of fate, led the Bounnauds to start where so many of our medal-winners do. In 2016, they made their inner kids smile when converting their home garage into a chocolate factory.
"Being made redundant from my last job gave us the kick in the bum we needed to get started," Nico explains, "I had talked about it for years but never took the plunge."
Honest Chocolat triumphed at the 2024 Outstanding NZ Food Producer Awards. Gold for their Orange & Macadamia 64% Dark Chocolate and Tea & Biscuit Milk Chocolate. Silver for their Pineapple & Almonds Dark Chocolate. A sweet reward for their risk.
From chocolate wafting to their lounge to two successful stores and three medals. The journey wasn’t easy, the early days were tough. Less lustre and gold, more hustle. Weekend markets. Online orders. Door-knocking at wineries. “I couldn't sell at Matakana market originally, as someone was already selling chocolate there”, says Nico, “so I started in La Cigale French markets in Parnell, going down to Auckland every weekend for about a year.”
This dedication bore fruit. Customers loved the single-origin chocolate, and as early as 2017, the couple struck success, landing Best Chocolate Bar at the NZ Chocolate Awards. Their Salted Caramel and Buckwheat Milk Chocolate Tablet reigned supreme.
Early recognition proved pivotal. Growth ensued, and they opened their first store in Matakana Village. Finally, trading from where they knew and loved, the aroma of Honest Chocolat happily mingled with salt air. What was once an after-work and weekend passion became a full-time profession.
Further success brought further challenges. The opening of their second store in Auckland's Commercial Bay coincided with our first COVID lockdown in 2020. "That could have killed us," Nico admits. But their resilience, bolstered by supportive landlords and an established online presence, saw them weather the storm and keep things afloat.
Honest Chocolat’s survival and continued success are a testament to the power of the husband and wife team. Behind the scenes, Emily, an interior designer by trade, ensures that the brand's aesthetic reflects the same care and attention to detail Nico pours into the bars. She is also the Chief Chocolate Taster, a position of great responsibility and delight.
And so it should be. Honest Chocolat is made in New Zealand, with some products, like their 88% Pineapple Dark Chocolate, crafted from bean to bar in their purpose-built commercial kitchen. They prioritise local ingredients and source their beans from the Dominican Republic, Peru, and Vanuatu, the last of which, “Being a Pacific Island, brings a flavour profile that feels local," Nico highlights.
As for the future, the Bounnad’s vision is simple and pure. “We're not in business to take over the world,” Nico affirms. “We want to keep things manageable without losing our identity, who we are, and what we do.” Their philosophy is well articulated on their website — they are just one part of chocolate's long journey from cacao tree to finished product.
"It doesn't feel like work," says Nico, "Like anyone else, there are good days and bad days, but in the end, it is a passion."
To indulge in Honest Chocolat and learn more about how beans turn into bars, visit their Matakana or Auckland stores or explore their online shop here.