Why we have to adjust our prices - and how we are still here for you

Dear cacao community,

This is not easy for us, but today we need to talk about a topic that affects all of us: we have to increase our prices. This decision was not easy, but it reflects our unwavering commitment to what Moruga stands for: uncompromising quality and absolute transparency.

The reality behind the numbers

You know us: 100% cacao. 0% compromise. This is not just a slogan; it is our DNA. Every single bean comes directly from cacao farmers whom we pay many times the world market price. We are bringing an almost forgotten cacao culture back to Europe, with quality, origin and effect at the center.

But two external factors are now forcing us to act:

• Dramatically increased cacao prices (+60%): The purchase price for cacao has continued to rise in recent months. Within one year, our purchasing prices have increased by 60%. Because we already pay premium prices for our rare varieties, these increases hit us especially hard. Without an adjustment, we could not maintain the quality you expect from us.
• VAT uncertainty: German customs is currently reviewing whether our pure cacao without sugar can continue to be taxed at 7% or whether it must be switched to 19% VAT. The current position seems to be: no sugar = no chocolate = no VAT reduction. If this is decided retroactively, significant back payments may be due - a risk we now have to prepare for. Of course, the idea that an unsweetened product should be penalized is absurd. We will keep you posted.

Price adjustments were long overdue

Honestly, we should have made this adjustment months ago. We consciously waited and hoped that cacao prices would normalize again. For months, we absorbed the increased costs ourselves and acted uneconomically in the hope of keeping prices stable for you. But prices remain on a high plateau, and we can no longer maintain this situation without endangering quality or our partnerships.

We could now use cheaper beans, simplify processing or save on fair wages for our partners. But that would mean betraying everything Moruga stands for.

Our answer at the time: the Moruga subscription - more than just a price solution

Instead of simply asking you to accept higher prices, we spent months working on a solution that could work for everyone. The result was our Moruga Cacao Box, which was scheduled to become available the next morning.

What made the subscription special?

• Real price advantages that are worthwhile: With up to 13% off for regular delivery, we kept your price per cup below one euro despite increased costs.
• A cacao discovery journey to your home: You received two different bags with changing, rare origins. Colombia, Tanzania, Peru - a way to discover aromas that were often sold out before you had the chance to try them.
• Always fresh, always surprising: Your cacao came directly from production to you. This solved not only a price problem, but also ensured maximum aroma and new taste experiences.

Individual purchases were of course still possible at the new price of EUR 40 per bag. We removed the previous two-bag discounts to avoid confusion. Volume discounts from five bags remained in place.

A thank you to you

The subscription model was more than a price adjustment; it was our thank you for your loyalty. You made it possible for us to continue working without compromise and to pay cacao farmers fair prices. Together, we keep alive a cacao culture that elsewhere has long been sacrificed to profit.

Ready for your new cacao ritual?

At the time, the subscription was designed to let you experience cacao the way it should be: pure, powerful and authentic.

→ Here was the direct link to the Moruga Cacao Box

Questions about the subscription or the price adjustment? All answers were collected in our FAQ.

Thank you for your understanding and support.

PS: Also in progress - bulk sizes (1 kg / 2 kg) for even better cost efficiency

Another measure we are currently testing is larger bulk packaging for our cacao, which we should be able to offer at a better kilo price of EUR 80/kg, or around EUR 0.80 per cup. Some of you may already have received an email from me with a survey. We are currently looking closely at whether we can send 2 kg bags directly from production to you or whether we should repack them into 1 kg bags. We will probably test the first bulk sizes with a small group of test customers in July. Stay tuned and check your inbox!

Jonas

I drank while writing: Arhuaco from Colombia 🇨🇴