The couple launched Joebella Coffee, a combination of their names that also connotes “beautiful cup of coffee,” shortly after moving to the Central Coast in 2003. From the outset, they have made the commitment to be small batch roasters of fairly traded and naturally grown coffees, and they are also staunch supporters of local sustainability efforts.
At the anniversary party, we were treated to an array of beautiful shrimp from Pier 46 Seafood in Templeton, rustic sandwiches and a cheese plate from 15 Degrees C Wine Shop & Bar in Templeton, baked goods from Colby Jack Café & Bakery in Atascadero, Sweet Earth Organic Chocolates in San Luis Obispo (also committed to fair trade policies), letter “J” adorned tiramisu from Artisan Restaurant in Paso Robles (which showcases locally grown and sustainable foods), and Central Coast Brewing’s Double Dark Espresso Porter made with Joebella coffee.

Sweet Earth was launched by Tom Neuhaus, a Cal Poly professor who not only talks the talk, but walks the walk. The chocolate used is all certified organic, which has obvious benefits for the environment, but it’s also fair trade – meaning that the cacao beans have been purchased directly from growers or their cooperatives for a higher price than the prevailing market. Eliminating the middleman puts more money in the pockets of the growers, allowing them to invest more in their own communities, and often, the certification means that certain environmental standards have been followed as well.

Fair trade also seeks to address the dark side of the chocolate industry. Not dark as in a higher percentage of cocoa, but an element that involves child labor, slavery, and unsafe working conditions. You can read some of the buzz kill stats on the Sweet Earth website, and rest assured that the chocolates you get from Sweet Earth in no way contribute to these harmful practices.

In fact, Neuhaus not only visits cocoa farms firsthand, but also founded Project Hope and Fairness, a charitable organization that is currently focusing its efforts to help Ivory Coast cocoa farmers, many of whom are dirt poor and struggling to eke out an existence while they farm one of the world’s most prized luxury goods.

Sweet Earth Organic Chocolates will be one of the featured vendors at the upcoming Earth Day Food and Wine Festival in April, but if you’d like to pick some up for Valentine’s Day, check out the list of locations in your area. They’re also available at Splash Café on Monterey Street in San Luis Obispo (co-owned by Tom’s sister Joanne Currie and the “production site” for all the chocolates) or at The Crushed Grape in the Madonna Shopping Center.