Innovation

Peace by Chocolate is a chocolate business founded by a Syrian refugee family in 2016 in Antigonish, Nova Scotia. Their innovation involves their chocolate bar packages that are socially conscious themed. During a time where there is a lot of political and social unrest in the western world, Tare Haddad (CEO of Peace by Chocolate) remarked that his company wants to remind Canadians “that peace can be used [as a way] to connect with others,” as newcomers and having to experience first-hand what war and destruction feels like, his family and company are simply reminding Canadians that refugees are “seeking peace and want to spread peace.”

Their original collection of chocolate bars come to spell out the word ‘Peace’ in different languages, including Arabic and Mi’kmaq (the native language of the aboriginal group Mi'kmaq people in Nova Scotia). Their social consciousness is also evident when the company also launched a ‘Welcome to Canada’ collection to respond to the far-right opposition of immigrants and refugees in Nova Scotia. This helps them achieve UN's SDGs' 10 (reduced inequalities) 16 (Peace, Justice, and strong institutions), and by helping refugees and immigrants feel welcomed and accepted, and promoting a tolerable community.

Their social and economic contribution is not limited to chocolate packages and sales. The company offers a mentorship program for refugees to learn how to start their own business or train to become corporate workers, whether for Peace by Chocolate or other companies. This program aims to help refugees become contributing members of society they had just settled into and allow another an opportunity towards a peaceful and safer life, and also help the company in achieving UN's SDG 8 ( Decent work and economic growth).

Inspiration

The packaging is something that sets them apart from other chocolatiers. Their packaging tells stories, and it is designed to be inclusive of every person. Unlike many Canadians, the Hadhad family, unfortunately, knows how it feels to have peace taken away from them. So they decided that their business is not just a for-profit business. They wanted to share a noble message. They used packaging as a way to share that noble message. The Hadhad family's goal was to share peace, inclusiveness, and love. They believe peace is a noble message, and it is something we can lose in a split second as they lost peace in Syria overnight. They desire to contribute to Canadian society by promoting peace among all people and giving back some of their proceeds to non-profit organizations.

They chose peace because it is a value they brought from their home country. Mr. Haddad stated that "It is very honorable to have a message as a newcomer. It is very distinguishable as well to be an ambassador for a value that we bring from our homeland. For example, in Syria, in the middle east, and even for us as a family, proud Muslim family, the first thing, the first greeting we say to everyone is 'Assalamu Alaykum which starts with peace." Their inspiration for the name and the packaging has its roots in their culture. To them, Peace can only be achieved when everyone is included. As a result, the Hadhad family, as a team, decided that the packaging of their products will be diverse and inclusive of every person.

Overall impact

The products made by Peace by Chocolate carry messages of peace, hospitality, and forgiveness. The founder told us about his desire to convey a message that brings people together to show that peace is something very important that we need at every moment of our life. From the moment they buy chocolate, the company impacts its customers because, with their packaging, they share and convey their message and their story. Without peace, the founder and his family could not have restarted their lives in Canada and started this business.

In the long run, this packaging, message of peace is a model of success and hope for all refugees, showing them that it is both possible to live in another country and in peace. This innovation allows the company to create jobs, hire other refugees, and therefore have an impact on society by reducing inequalities and developing their community.

Business benefit

The name of the company peace is a concept that many people identify with. Also, their packaging design conveys that message gracefully and inclusively. The message they are sharing on their packaging helps the Hadhad family raise awareness for their business wh, leading to an increase in sales. Justin Trudeau commented about the Peace by Chocolate story at the United Nations Leaders Summit On Refugees. This event represents a considerable achievement for a small business. As a result of the message they are sharing on their packaging, Peace by Chocolate attracts customers inspired by the life story of the Hadhad family and the message of peace and inclusiveness it conveys.

Social and environmental benefit

For the social impact of Peace by chocolate, it has been devoted to equality and inclusiveness in the communities. They have inclusive innovation on packaging on the chocolate bar, as there are more than 40 different languages of peace in their packaging, helping to connect everyone with different cultural backgrounds and make them feel involved in the community.

Also, in the refugee mentorship program, they provide refugees the opportunities to start work in Canada by training and hiring them, as well as explore their potential as entrepreneurs. This program started in 2019, and they stay on track with their goals: to commit to helping 50 refugees and mentoring 10 businesses started by refugees. The program has made a good impact by providing equality for refugees who are suffering from a lack of experience and language barrier. Now, 4 businesses started by refugees in distribution throughout the mentor. Also, Peace by chocolate has partnerships to support indigenous people and immigrants in reconciliation and justice, helping them to integrate with the local community. These partnerships have stuck to their value for the support everyone can be heard. The owner of Peace of chocolate really want to appeal other business to take responsibility to others’ happiness and peace, “business is the leadership you have to take profit to sign off and put humanity signs on”(Hadhad,2021)

On the environment side, it deals with climate change through using sustainable ingredients from the program called coco horizon. Most proceeds of cocoa beans go through from cocoa farmers from northwest Africa who are struggling because of climate change. Thus, the platform can help them readapt to the new situation and return to normal life and live healthily.

Interview

Tareq Haddad, CEO