Narrar o Brasil pelo Chocolate: um relato essencial sobre a experiência em 2025
Narrar o Brasil pelo Chocolate: um relato essencial sobre a experiência em 2025
por Juliana Recuero Ustra
O ano de 2025 foi um ano de movimento intencional, atravessado por desafios e reflexões relevantes.
Esse movimento percorreu territórios, marcas, pessoas e instituições, guiado por um eixo claro e inegociável: transformar minha experiência com cacau e chocolate, gastronomia e brasilidade em narrativas estratégicas capazes de gerar valor cultural, simbólico e econômico.
Mais do que executar projetos, 2025 foi um ano de ampliação de repertório, aprofundamento técnico, coleta e análise de dados, e desenho de experiências que permanecem — experiências enraizadas em propósito.
Ao longo do ano, atuei em contextos diversos mantendo um compromisso constante: excelência técnica, curadoria sensível e pensamento estratégico aplicado. O chocolate, longe de ser tratado como produto, foi utilizado como ferramenta de leitura de território, cultura, marca e negócios. E a cada passo dado, vejo o quanto há de evolução neste meu aprendizado. Amo isto!
Compartilho, a seguir, os principais marcos dessa trajetória em 2025.
Principais realizações:
• 8 talks no Kurotel, em Gramado (RS), conectando saúde, bem-estar, chocolate, experiência e território — incluindo um Evento de Páscoa exclusivo para hóspedes, com curadoria sensorial autoral e adequada para um spa.
• Evento exclusivo para clientes do Banco Itaú Personnalité, em Salvador (BA), integrando chocolate, experiência e relacionamento de marca.
• Palestra inspiradora para 300 colaboradores da Bahiana – Escola de Medicina e Saúde Pública, em Salvador (BA), ampliando reflexões sobre carreira, propósito e inspiração.
• Evento corporativo de alto padrão para a equipe da Mustela Brasil, utilizando o cacau e o chocolate como linguagem estratégica para inspiração, sensorialidade e inovação.
• Aulas e participação como docente convidada na Pós-Graduação em Nutrição Funcional e Integrativa da Escola Fran Tonello, abordando cacau, chocolate, estratégia, mercado e aspectos regulatórios.
• Duas palestras no CacauFest, em Linhares (ES), ampliando o debate sobre origem, mercado e posicionamento de marca.
• Curso “Chocolate em Movimento”, em parceria com Mirian Rocha, em Itabuna (BA), conectando produtores, marcas e narrativa estratégica.
• Aulas e estudos de caso de marcas de chocolates premiadas, fortalecendo leitura crítica de mercado e repertório estratégico de profissionais do setor.
• Compilação, sistematização e análise de resultados de prêmios internacionais de chocolate, consolidando inteligência de mercado aplicada.
• Lançamento de uma confraria de eventos gastronômicos, em Canela (RS), com foco em curadoria, experiência e conexão.
• Assessoria estratégica para a Arena Gastronômica e Food & Drinks do 37º Festuris, em Gramado (RS).
• Participação como ouvinte no Connections Terroirs do Brasil, em Gramado, aprofundando conexões globais sobre origem, território e valor.
• Auditoria de fábricas de chocolate de Gramado, com foco na verificação do regulamento técnico da Indicação Geográfica.
• Lançamento e realização do workshop “Insights sobre Storytelling e Branding de Marcas Premiadas de Chocolate”, em múltiplas edições.
• Evento “Cacau e Chocolate do Brasil com Vinhos da Campanha Gaúcha”, em Pelotas (RS).
• Design e realização de evento exclusivo com seis marcas do Sul da Bahia para a ENABER, em Ilhéus (BA).
• Assessoria estratégica no design de nova linha de embalagens, narrativa e comunicação de marca para a Modaka Cacau, chocolate tree to bar do Sul da Bahia.
• Autoria da Carta Aberta da Expedição Cacau e Chocolate do Brasil, documento-manifesto que consolida visão, valores e posicionamento do projeto.
• Criação e lançamento do Workshop “Desvendando Chocolates Premiados”, com diversas edições ao longo do ano.
Agradecimento
Nada disso seria possível sem as pessoas, marcas, equipes, instituições e parceiros que caminharam juntos ao longo deste ano.
Meu agradecimento a cada participante e cliente que se dispôs a escutar, sentir, refletir e dialogar, confiando suas demandas para que, de forma estratégica e sensível, eu pudesse colaborar na geração de valor real.
Aprendizados e insights de 2025
Um olhar para o que vem
Seguimos em movimento.
Juliana Ustra
Chocolate no Brasil
Quer saber mais sobre design de experiências sensoriais e projetos personalizados?Entre em contato: chocolate@ustra.com.brSiga: @chocolatenobrasilOuça a playlist da Expedição Cacau e Chocolate do Brasil no Spotify: Playlist Expedição Cacau e Chocolate do Brasil
Narrating Brazil Through Chocolate: An Essential Account of the 2025 Experience
by Juliana Recuero Ustra
The year 2025 was marked by intentional movement, shaped by meaningful challenges and deep reflection.
This movement crossed territories, brands, people, and institutions, guided by a clear and non-negotiable axis: to transform my experience with cacao and chocolate, gastronomy, and Brazilian identity into strategic narratives capable of generating cultural, symbolic, and economic value.
More than executing projects, 2025 was a year of expanding repertoire, technical deepening, data collection and analysis, and the design of experiences that endure—experiences rooted in purpose.
Throughout the year, I worked across diverse contexts while maintaining a constant commitment to technical excellence, sensitive curation, and applied strategic thinking. Chocolate, far from being treated as a product, was used as a lens for reading territory, culture, brand, and business. With each step taken, I clearly perceived the evolution of my own learning. I genuinely love this process.
Below, I share the main milestones of this journey in 2025.
Key Achievements
• 8 talks at Kurotel, in Gramado (RS), connecting health, well-being, chocolate, experience, and territory—including an exclusive Easter event for guests, featuring an authorial sensory curation tailored to a spa environment.
• Exclusive event for Itaú Personnalité clients, in Salvador (BA), integrating chocolate, experience, and brand relationship.
• Inspirational lecture for 300 collaborators of Bahiana – School of Medicine and Public Health, in Salvador (BA), expanding reflections on career, purpose, and inspiration.
• High-end corporate event for the Mustela Brazil team, using cacao and chocolate as a strategic language for inspiration, sensoriality, and innovation.
• Events of the Cacao and Chocolate Expedition of Brazil:
– Casa Rosa, Salvador (BA)
– Racletto Restaurant, Salvador (BA), connecting gastronomy and narrative
– Chocolate Hotel, Itacaré (BA)
• Classes and participation as a guest lecturer in the Postgraduate Program in Functional and Integrative Nutrition at Escola Fran Tonello, addressing cacao, chocolate, strategy, market dynamics, and regulatory aspects.
• Participation as a juror in two national chocolate awards:
– Bean to Bar Brasil Award
– CacauFest
• Two lectures at CacauFest, in Linhares (ES), expanding discussions on origin, market, and brand positioning.
• “Chocolate in Motion” course, in partnership with Mirian Rocha, in Itabuna (BA), connecting producers, brands, and strategic narrative.
• Classes and case studies on award-winning chocolate brands, strengthening critical market analysis and strategic repertoire among industry professionals.
• Compilation, systematization, and analysis of international chocolate awards results, consolidating applied market intelligence.
• Launch of a gastronomic events confraternity, in Canela (RS), focused on curation, experience, and connection.
• Strategic advisory for the Gastronomic Arena and Food & Drinks program of the 37th Festuris, in Gramado (RS).
• Participation as an attendee at Connections Terroirs Brasil, in Gramado, deepening global connections related to origin, territory, and value.
• Audits of chocolate factories in Gramado, focused on verifying compliance with the Technical Regulation of the Geographical Indication.
• Launch and execution of the workshop “Insights on Storytelling and Branding of Award-Winning Chocolate Brands”, across multiple editions.
• Event “Cacao and Chocolate of Brazil with Wines from the Campanha Gaúcha”, in Pelotas (RS).
• Design and execution of an exclusive event with six brands from Southern Bahia for ENABER (National Meeting of the Brazilian Association of Regional and Urban Studies), in Ilhéus (BA).
• Strategic advisory in the design of a new packaging line, brand narrative, and communication for Modaka Cacau, a tree-to-bar chocolate brand from Southern Bahia.
• Authorship of the Open Letter of the Cacao and Chocolate Expedition of Brazil, a manifesto document consolidating the project’s vision, values, and positioning.
• Creation and launch of the workshop “Unveiling Award-Winning Chocolates”, with multiple editions throughout the year.
• Ongoing work in technical and regulatory consulting, including:
– calculation and review of nutritional information,
– regulatory consulting for food companies,
– guidance for production teams,
– preparation and updating of documentation for quality certifications,
– support for supplier approval processes with large corporations.
• 8 talks at Kurotel, in Gramado (RS), connecting health, well-being, chocolate, experience, and territory—including an exclusive Easter event for guests, featuring an authorial sensory curation tailored to a spa environment.
• Exclusive event for Itaú Personnalité clients, in Salvador (BA), integrating chocolate, experience, and brand relationship.
• Inspirational lecture for 300 collaborators of Bahiana – School of Medicine and Public Health, in Salvador (BA), expanding reflections on career, purpose, and inspiration.
• High-end corporate event for the Mustela Brazil team, using cacao and chocolate as a strategic language for inspiration, sensoriality, and innovation.
• Events of the Cacao and Chocolate Expedition of Brazil:
– Casa Rosa, Salvador (BA)
– Racletto Restaurant, Salvador (BA), connecting gastronomy and narrative
– Chocolate Hotel, Itacaré (BA)
• Classes and participation as a guest lecturer in the Postgraduate Program in Functional and Integrative Nutrition at Escola Fran Tonello, addressing cacao, chocolate, strategy, market dynamics, and regulatory aspects.
• Participation as a juror in two national chocolate awards:
– Bean to Bar Brasil Award
– CacauFest
• Two lectures at CacauFest, in Linhares (ES), expanding discussions on origin, market, and brand positioning.
• “Chocolate in Motion” course, in partnership with Mirian Rocha, in Itabuna (BA), connecting producers, brands, and strategic narrative.
• Classes and case studies on award-winning chocolate brands, strengthening critical market analysis and strategic repertoire among industry professionals.
• Compilation, systematization, and analysis of international chocolate awards results, consolidating applied market intelligence.
• Launch of a gastronomic events confraternity, in Canela (RS), focused on curation, experience, and connection.
• Strategic advisory for the Gastronomic Arena and Food & Drinks program of the 37th Festuris, in Gramado (RS).
• Participation as an attendee at Connections Terroirs Brasil, in Gramado, deepening global connections related to origin, territory, and value.
• Audits of chocolate factories in Gramado, focused on verifying compliance with the Technical Regulation of the Geographical Indication.
• Launch and execution of the workshop “Insights on Storytelling and Branding of Award-Winning Chocolate Brands”, across multiple editions.
• Event “Cacao and Chocolate of Brazil with Wines from the Campanha Gaúcha”, in Pelotas (RS).
• Design and execution of an exclusive event with six brands from Southern Bahia for ENABER (National Meeting of the Brazilian Association of Regional and Urban Studies), in Ilhéus (BA).
• Strategic advisory in the design of a new packaging line, brand narrative, and communication for Modaka Cacau, a tree-to-bar chocolate brand from Southern Bahia.
• Authorship of the Open Letter of the Cacao and Chocolate Expedition of Brazil, a manifesto document consolidating the project’s vision, values, and positioning.
• Creation and launch of the workshop “Unveiling Award-Winning Chocolates”, with multiple editions throughout the year.
• Ongoing work in technical and regulatory consulting, including:
– calculation and review of nutritional information,
– regulatory consulting for food companies,
– guidance for production teams,
– preparation and updating of documentation for quality certifications,
– support for supplier approval processes with large corporations.
Acknowledgment
None of this would have been possible without the people, brands, teams, institutions, and partners who walked alongside me throughout this year.
My gratitude to every participant and client who was willing to listen, feel, reflect, and engage in dialogue, trusting their demands to me so that, in a strategic and sensitive way, I could contribute to the generation of real value.
To every partner who understood that experience is not a cost—it is a strategic investment.
And to every territory that welcomed me and reaffirmed that origin, culture, and identity are not discourse—they are living practice.
And, of course, my deepest gratitude to Brazilian cacao and chocolate, and to all the people who are, in some way, part of this vast production chain.
None of this would have been possible without the people, brands, teams, institutions, and partners who walked alongside me throughout this year.
My gratitude to every participant and client who was willing to listen, feel, reflect, and engage in dialogue, trusting their demands to me so that, in a strategic and sensitive way, I could contribute to the generation of real value.
To every partner who understood that experience is not a cost—it is a strategic investment.
And to every territory that welcomed me and reaffirmed that origin, culture, and identity are not discourse—they are living practice.
And, of course, my deepest gratitude to Brazilian cacao and chocolate, and to all the people who are, in some way, part of this vast production chain.
Key Learnings and Insights from 2025
• Experience is not an isolated event—it is value built over time
• Chocolate is a powerful language of brand, culture, and territory when treated with depth
• The market has matured: there is space for authorial, strategic, and well-grounded proposals
• Brands and institutions increasingly seek meaning, coherence, and real impact
• Prosperous businesses emerge from the combination of repertoire, method, and the courage to innovate
• Brazil has its own voice in the global chocolate and gastronomy landscape—and it must be narrated with intention
• Education, curation, and experience design are pillars of sustainable growth
• When purpose and strategy move together, the result is abundance with consistency
• Experience is not an isolated event—it is value built over time
• Chocolate is a powerful language of brand, culture, and territory when treated with depth
• The market has matured: there is space for authorial, strategic, and well-grounded proposals
• Brands and institutions increasingly seek meaning, coherence, and real impact
• Prosperous businesses emerge from the combination of repertoire, method, and the courage to innovate
• Brazil has its own voice in the global chocolate and gastronomy landscape—and it must be narrated with intention
• Education, curation, and experience design are pillars of sustainable growth
• When purpose and strategy move together, the result is abundance with consistency
Looking Ahead
We enter the next cycle with even greater clarity: experience is strategy.
And Brazilian chocolate continues to be fertile ground for innovation, narrative, and businesses that respect origin, people, and territory.
May 2026 continue to generate, for all of us:
• shared, expanded, and perceived value
• joyful connections and lasting relationships
• prosperous and fluid projects
• meaningful and memorable experiences
We move forward.
Juliana Ustra
Chocolate no Brasil
Would you like to learn more about sensory experience design and bespoke projects?
Contact: chocolate@ustra.com.br
Follow: @chocolatenobrasil
Listen to the Cacao and Chocolate Expedition of Brazil playlist on Spotify
Read the Open Letter of the Expedition:
https://chocolatenobrasil.blogspot.com/2025/07/carta-aberta-expedicao-cacau-e.html
We enter the next cycle with even greater clarity: experience is strategy.
And Brazilian chocolate continues to be fertile ground for innovation, narrative, and businesses that respect origin, people, and territory.
May 2026 continue to generate, for all of us:
• shared, expanded, and perceived value
• joyful connections and lasting relationships
• prosperous and fluid projects
• meaningful and memorable experiences
We move forward.
Juliana Ustra
Chocolate no Brasil
Would you like to learn more about sensory experience design and bespoke projects?
Contact: chocolate@ustra.com.br
Follow: @chocolatenobrasil
Listen to the Cacao and Chocolate Expedition of Brazil playlist on Spotify
Read the Open Letter of the Expedition:
https://chocolatenobrasil.blogspot.com/2025/07/carta-aberta-expedicao-cacau-e.html
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