Magic Chocolate CEO Joe Whinney on real innovation

Chocolate. Mmmmm. Even just reading the word brings a smile to my lips. On this week’s episode of The Natural List, we talk with Joe Whinney, the co-founder and CEO of Magic Chocolate, and it was a magical experience! Pun intended. Our co-hosts Meredith Kaufman and Adrienne Smith dig into the story behind Magic Chocolate’s evolution, from beginning as a partnership with Dr. Bronner’s, to how regenerative organic, sustainable and responsible choices are second nature in the brand’s supply chain. “Chocolate is something we give to people we love. It's an expression of love and celebration,” Joe shares. “How is it that that product is so harmful to so many people? It makes no sense.” We talk with Whinney about his experience in the chocolate industry, how it’s shaped his approach to business, and why he’s so passionate about making Regenerative Organic Certification (ROC) a baseline in the industry. He also offers advice for smaller brands looking to make sustainable partnerships in the industry. Listen in to hear about Magic Chocolate’s origin story, supply chain conversations, and Whinney’s passion for making ROC mainstream. Listen wherever you get your podcasts and watch the full interview on YouTube. In this episode: 0:19 – Thank you to our sponsor Om Mushroom Superfood. 0:58 – Welcome to our guest, Joe Whinney, co-founder and CEO of Magic Chocolate. 2:27 – Magic Chocolate won a 2026 NEXTY Award in the Sweet Snack or Dessert category. 2:57 – Joe explains what innovation in the chocolate industry looks like to him in this new venture. 5:13 – History behind Joe’s experience in the organic chocolate industry and the previous company he founded. 5:44 – How Joe got connected with Dr. Bronner’s and Magic Chocolate. 8:10 – Joe helped produce the world’s first ROC chocolate and this company is carrying that torch. 8:54 – To Magic Chocolate, a sustainable supply chain is table stakes. The brand wants to compete and innovate with inspiring, unique taste and flavor. 11:25 – Joe wants every chocolate company to be ROC certified, and is willing to help brands get there. 12:50 – Joe discusses the thought process behind naming the new chocolate company. 15:09 – Can you really imagine a world where ROC is the standard? 18:12 - How is Magic Chocolate conveying the value add of ROC and the price point associated with it? 20:14 – What advice would you give other CPG brands looking to find the right partners? 24:16 – How has your experience in other companies helped you get to this point with Magic Chocolate? 27:33 – Thank you to our sponsor Bimbo Bakeries USA. 28:10 – Everything Magic Chocolate is doing now is plant-based. What’s next for the brand? 30:39 – Cocoa and chocolate are volatile industries; have you felt that volatility in ROC cocoa as well? How do your ROC partnerships shape that experience? 35:44 – Where can people find Magic Chocolate?