For the Love of Chocolate
By: Kathy Brahan
Valentine’s Day—the biggest chocolate-consumption day of the year—is right around the corner and this means that 35 million red and pink heart-shaped boxes will be purchased within the next week as expressions of love. While women buy 75 percent of the chocolate sold in the United States 51 weeks out of the year, 75 percent of the chocolate bought in this next week will be done so by men. Fifty-eight million pounds, or 345 million dollars, of chocolate will be purchased in the seven days preceding this holiday.
What is it about chocolate that makes us melt?
Scientists have discovered that women are genetically predisposed to prefer sweet tastes and to have a negative response to bitterness. This is further supported by numerous subjective surveys that show, among other things, that 99 percent of women surveyed admit to “loving” chocolate. Debra Waterhouse, the author of Why Women Need Chocolate, found that 68 percent of women crave chocolate, 50 percent would select chocolate over sex, and 22 percent depend on chocolate to improve their moods. It has been found that, in fact, the tryptophan in chocolate aids in the production of serotonin and serves as a natural antidepressant, and that chocolate contains the endorphin, phenylethylamine, which has been linked to falling in love. Further, a study at the Harvard School of Public Health has uncovered evidence that the occasional chocolate indulgence can contribute to a longer—and happier—life.
This research only confirms what has been assumed for thousands of years. Cacao was cultivated in Latin America from the Theobroma Cacao Tree more than 3,000 years ago by the Olmec, Mayan and Aztec people who viewed it as a gift from Paradise. The bean’s earliest use—pulverized into a beverage and spiced with chili peppers—can be traced to 1100 B.C. in the tropical lowlands of South Central Mexico, and was believed to enhance moods and restore health. Early tribes appreciated the value of the cacao tree and viewed the beans as a source of “spiritual wisdom, incredible energy and elevated sexual power.” The beans were so valued that, in some cultures, they were used as currency. (One small rabbit could set you back 30 cacao beans.)
Today, West Africa produces 75 percent of the world’s chocolate, with global chocolate sales surpassing $75 million dollars in 2006. On average, Americans each eat 11.64 pounds of the confection per year. This places the United States 11th overall in chocolate consumption; Switzerland ranks first globally with a per capita chocolate consumption of over 22 pounds annually, followed by Austria (20.13 lbs) and Ireland (19.47 lbs).
Whether your are the recipient of a two-pound box of deluxe truffles or a single Hershey’s Kiss, revel in the chemical, emotional, and spiritual joys inherent in each bite. Know that you are not alone. Many before you and many who follow, will find happiness in the simple pleasures of chocolate.
Kathy Brahan is a marketing communications professional with more than 20 years of experience in corporate communications, public relations and journalism. She currently works at Philips Respironics and is the president of Kilobyte Communications.