An American Chocolate Legacy

For five generations, Guittard has been part of the fabric of American chocolate—working behind the scenes in kitchens, bakeries, and confections that define how we celebrate, bake, and share.

This year, on America’s 250th birthday, we’re reflecting on the traditions that shape what it means to be American—craft, resilience, and a spirit of building something lasting. Guittard Chocolate has its place in that story, too.

From Gold Rush Origins to an American Craft

In the mid-1800s, our founder Etienne Guittard arrived in California during the Gold Rush. Instead of mining for gold, he saw an opportunity in something more enduring: goods to serve the city that had cropped up around gold mining, like teas, coffees, and chocolate.

By 1868, he had established a small business on San Francisco’s waterfront—laying the foundation for what would become oldest continuously family-owned chocolate companies in the United States.

The Proposal That Sparked a Movement

In 2007, a petition was introduced to the FDA that would allow manufacturers to replace cocoa butter — the defining fat in chocolate — with cheaper vegetable oils, while still calling the product “chocolate.”

For those in the industry focused on maximizing profit, it was a technical shift that would increase margins. However, it also meant something much bigger: changing the standard of identity for one of the world’s most widely recognized foods.

Cocoa butter isn't just an ingredient ; it's what gives chocolate its texture and structure. Without it, chocolate tastes and performs differently, with changes to flavor and melting behavior.

This industry shift would also come with serious economic implications. Less demand for cocoa beans would mean less income for farmers – potentially impacting the entire cocoa supply chain. [VB2] 

The effects of such a change would ripple through the market. Less demand for cocoa beans would mean less income for farmers, impacting the global cocoa market. It would also change the flavor and melt behavior of several chocolate products on the market, impacting both professionals and home bakers sticking to their tried-and-true recipes.

Gary Guittard, fourth-generation chocolate maker and CEO, led the charge in opposing the change. Before social media became the powerful communication and galvanization tool it is today, he brought the conversation into public view with a dedicated blog to the cause — launching a grassroots campaign called “Don’t Mess With Our Chocolate.”

Through open calls to action, consumers, chefs, and industry professionals were encouraged to weigh in directly with the FDA. The campaign made the issue simple and clear:

If it doesn’t contain cocoa butter, should it still be called chocolate?

“Don’t Mess With Our Chocolate” triggered an industry debate, with pressure from public engagement, to protect the definition of American chocolate. It made international news and ultimately succeeded in its mission: the FDA now states that only chocolates made with cocoa butter and no other fats may be labeled “chocolate.” The decision to fight for chocolate standards — not just in our own factories, but across the industry — is a proud part of our contribution to American chocolate history.

Our role in the industry remains the same: prioritizing consistency, craft, flavor, and elevating the way chocolate shows up in everyday life. While the industry continues to evolve, the foundation of great chocolate — and its place in American culture — endures.