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Jean-Paul Burrus, President of Salpa Chocolate Group: "Mastering raw materials allows for sustainable differentiation from market-dependent competitors"

Leading a family-owned group active in the chocolate industry for more than a century, Jean-Paul Burrus advocates a strategy that remains rare in the sector: producing part of his own raw materials. According to him, this upstream integration serves a threefold objective: securing supplies, controlling quality, and differentiating oneself in increasingly volatile markets. In this interview, he reflects on the evolution of the global cocoa market, the future of cocoa production, and chocolate substitutes.