Turning carob into the future of chocolate: Foreverland’s climate positive Choruba
At Grey Silo Ventures, we believe the future of sustainable industry lies where biotechnology, engineering, and innovative digital technologies converge.
In this interview, co‑founder and CMO of Foreverland Giuseppe D’Alessandro explains how an ancient, under‑used crop is being transformed through proprietary fermentation and roasting into a premium ingredient that tackles deforestation, water use, and food waste in a single bite.
He also shares why Southern Italy’s emerging food‑tech hub, combined with GSV’s global network, is the ideal launchpad for scaling Choruba from pilot batches to full commercial production, without losing sight of circularity and local sourcing.
Read on to discover how Foreverland is rewriting the chocolate playbook and why we believe Choruba can help build a more responsible, resilient sweets industry.
- Foreverland has emerged from Southern Italy, an environment rich in culinary tradition yet still evolving for food-tech innovation. How do you view the Italian innovation ecosystem in terms of supporting ventures like yours, and what are the advantages of having GSV in your cap table?
Southern Italy has a rich culinary tradition, but support for food-tech startups is still evolving. Investments in innovation – both private and regional – are growing, and Puglia is undoubtedly one of the most fertile grounds for building the startups and businesses of tomorrow. Having GSV in our cap table is a strategic advantage, providing us with access to a global network, industry expertise, and the resources needed to accelerate our sustainable growth.
- Carob has a long history, but it hasn’t always been mainstream. Which key discoveries in your R&D allowed you to transform carob into a viable cocoa-free chocolate alternative, both in terms of flavor and nutritional benefits?
Carob is an ancient ingredient, historically known in Southern Italy as the “poor man’s chocolate” during wartime. However, making it truly delicious has been a real challenge. Our R&D efforts have focused on analyzing its sensory properties and developing an innovative transformation process. We started by selecting the best carob varieties and qualities, then refined proprietary fermentation and roasting techniques to enhance its aromatic and flavor profile—bringing it as close as possible to real chocolate.
- Foreverland plans to expand from pilot batches to full-scale production. What operational or logistical challenges do you anticipate during this scale-up process, and how will you ensure that sustainability remains at the core of your growth strategy?
Scaling from pilot production to large-scale manufacturing presents several challenges, including optimizing production processes, supply chain management, and logistics. To ensure sustainability remains at the core of our growth, we are implementing a circular approach—minimizing waste and optimizing energy consumption. Our current facility in Putignano, for example, is powered by solar energy. Additionally, we work closely with local suppliers to reduce environmental impact, build a strong regional supply chain in Puglia, and ensure full traceability of our raw materials.
You also aim to tackle multiple issues, from deforestation linked to cocoa to consumer health concerns. Looking ahead, what additional product innovations or market strategies do you see as essential for reshaping consumer perceptions around chocolate and building a more responsible chocolate industry?
Our goal is to redefine the concept of chocolate by making it more accessible and sustainable, offering alternatives that address both environmental challenges and evolving consumer needs. We are expanding the applications of Choruba, introducing new products across various categories, from foodservice to mass retail. Sharing the story and benefits of our product will be essential in helping people understand the value of having a real choice, one that enables progress and impact, so we can build a more responsible industry.
