David Bronner noticed something: many of the 800 farmers growing organic, fair trade palm oil for Dr. Bronner's in Ghana were also growing cocoa — with nowhere good to sell it. He wanted to give those farmers real access to market, and in doing so make ethical chocolate production the norm rather than the exception.

Dr. Bronner's brought in Joe Whinney, who had co-founded the first 100% organic and fair trade chocolate company in the US, and Maestrani, the family-owned Swiss chocolatier making chocolate since 1852.

Working alongside those farmers, we supported the transition of nearly 5,500 acres to Regenerative Organic Certified® and made the first ROC® chocolate bar in the world. It was an activist project from day one, in an industry with a long and documented history of exploitation.

To really scale demand for regenerative organic cocoa, Magic needed a steward whose whole job was chocolate. In June 2025, Dr. Bronner's handed the reins to Whinney and Maestrani, both there since the beginning, to grow the business and widen its impact.

In February 2026 we launched our Truffle Bar, a Swiss confection made available in the US for the first time. We use Regenerative Organic Certified® cocoa for our truffle bars just as we always have for our original line of chocolate bars. It's the clearest expression yet of what Magic is for: chocolate so good its ethical sourcing feels like a bonus.

Later in 2025 we joined the founding cohort of the Purpose Pledge, ten commitments that write purpose into how a company is governed, run, and supplied.

The ten commitments are: purpose-led governance, product quality & transparency, supply web integrity, fair & balanced compensation, living wage & decent livelihoods, well-being & inclusion, community engagement, climate action, circularity for zero waste, and capability building