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The Economics of Chocolate$
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Mara P. Squicciarini and Johan Swinnen

Print publication date: 2016

Print ISBN-13: 9780198726449

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198726449.001.0001

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From Pralines to Multinationals

From Pralines to Multinationals

The Economic History of Belgian Chocolates

(p.88) 5 From Pralines to Multinationals
The Economics of Chocolate

Maria Garrone

Hannah Pieters

Johan Swinnen

Oxford University Press

The country of Belgium is associated with high-quality chocolate products, such as those produced by Godiva, Neuhaus, and Leonidas, and plays an important role in cocoa processing. However, the global success and reputation of Belgian chocolate is a relatively recent phenomenon. Since 1980, exports of ‘Belgian chocolates’ have grown exponentially. This chapter documents the growth of the sector and discusses its determinants. The very concept of ‘Belgian chocolate’ faces challenges as successful companies have been taken over by international investors, and the brand’s success has led others to imitate the product. Recently, there have been attempts to protect ‘true’ Belgian chocolate.

Keywords:   Belgium, chocolate, economic history, geographical indication, internationalization, pralines, protection

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