Today we’d like to introduce you to Simone Iacono.
Hi Simone, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was born and raised in Italy in a baroque town of over two-thousand-year-old called Modica, developed between the steep hills and narrow rivers of southern Sicily. In Modica, we celebrate chocolate as it has heavily influenced our culture and is now a substantial part of the city’s tourism and revenue. The link between Sicily and chocolate is not immediately obvious, but digging in history books (and old folks tales), we have enough information about how it happened.
When the American continent was discovered, so was cacao, and the Spaniards started importing large amounts of it. At that time, Sicily was one of their colonies, so we had our share of it as well. Our chocolate was nothing like what we know today, as chocolate underwent numerous transformations. The early versions of chocolate were meant simply as a drink; then by increased popularity, it was sold as a solid, breakable bar so that families could make their own at home. As time passed and the industrial revolution took place, chocolate became more refined up until today’s famous Swiss and French brands that we all love.
Innovation was never our thing, Sicilians love to stand by to their traditions; we rather take it slow than keeping up with trends. Of course, the same applies to chocolate evolution (or lack of), which brings us to the type of chocolate I make, the very same that we all make since its inception.
Modica Chocolate is among the most rustic, unrefined, gritty, yet intense, flavorful and interesting chocolates out there. The making process stems from the better-known Mexican chocolate, used for hot chocolate drinks infused with spices such as chili pepper, vanilla or cinnamon. All is needed to make great Modica Chocolate is three simple ingredients: Cacao, Sugar, Passion. The process of grinding the cacao beans and sugar slowly at a low temperature gives it its peculiar grainy texture that this chocolate is well known for. Europeans know it very well, Americans not so much.
Before opening Cocoa Brothers, my work life had been devoted to the design, printing and restaurant industries. In my early 20’s I moved out to United States thanks to an incredible work opportunity with Disney, as well as working in popular fine-cuisine restaurants that fueled my passion for great food. In 2014 I decided to step up from a regular employee work experience to creating my own business focused on making my own chocolate bars. As a good Sicilian, I made sure to take heavy inspiration from the original Modica Chocolate, from the recipe, bar shape, flavors, and anything in between. My experience in design helped me design my own packaging, my experience in printing helped me creating it, and my experience in good food helped me craft the chocolate I make today.
Seven years later, my associates and I make each single bar from scratch, print each single box with an incredible letterpress printing machine from the ’60s, and we strive to deliver the most authentic experience we can. It’s just chocolate, but we love it. Regardless of how much effort you put on things, people decide whether your product is worth selling or not. I feared that Americans might not have liked such different-style chocolate. It took a lot of courage and hope for me to sell my product to the public, and with a little bit of luck, people liked my product! I was pleasantly surprised on how positively people reacted to it.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I can’t complain. Was it hard? Yes, but with the right amount of determination, anything is achievable. Looking back, I don’t remember my setbacks or my efforts, only the good moments.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Cocoa Brothers is a small yet important part of my life. It was my first attempt at entrepreneurship and I learned a lot from it. A lot has changed since the early days, but I am still here providing my products to whoever is interested in wholesome, dairy-free dark chocolate.
My company has molded me into a business-driven individual. I have learned the ins and outs of running a business and I am simultaneously working as the AVP of a much larger company in the area (printing industry), as well as business consultant and director of operations for a New York-based marketing agency focused on helping European businesses integrate in the American market.
I am a restless over thinker and I enjoy learning. I often learn from successful entrepreneurs with the hopes of one day becoming a little more like them. This drastic change of mindset would have not happened if I had not chased my dream of opening my own business and spending my time doing what I love.
We’d love to hear about how you think about risk taking?
Taking risks takes a tremendous amount of courage. Frankly, entrepreneurs couldn’t be called such if there was no risk taken at some point. Risk is what makes ambitious people stand out.
I have taken some risks in my life, starting by moving to a different country in my early 20’s (UK) without speaking a word of English, to later moving across the world, alone, with no money in my wallet and no one waiting for me. But I must admit these were the most happy times of my life; I don’t think I’ve ever felt so free than back then. I would definitely do it again. I have also spent every single penny of my savings (and a good chunk of my credit) to open a business, which for some could seem risky. I guess that risk is different for each individual, but I did feel that doing what I did was risky for me.
Contact Info:
- Email: simone@cocoabros.co
- Website: www.cocoabrothers.co
- Instagram: cocoabrothers
Image Credits
Two of the pictures should be credited to Jean Marie Biele (COCOABROS-18, COCOABROS-19)
