Fairy dust is fine—if your customers are elves.

Is this the same a faiery dust?

After reading the statement, I’d say that Noka still needs to address some critical points in the DallasFood analysis. I hope that they do, because real brands never back down from a fight. (And luxury brands are never wimps.)

Half-way through the statement we are steered away from the brand integrity issues raised by DallasFood and treated to a rhapsody about the “magical moments and memories” of “the Noka chocolate experience.” Brand-wise, this is not a good sign. “Magical moments and memories” sounds like the epitaph of a company that came and went and scarcely left a trace.

Here’s the question they will, sooner or later, have to answer: is Noka Chocolate made using Bonnat couverture, whose exacting standards match the specifications Noka requires? Everything else is spin.

Thank you for your thoughtful post. The following statement was issued by Noah Houghton, president of NōKA Chocolate:

NōKA Chocolate appreciates having this opportunity to clarify the facts around several of the main points raised by an anonymous critic of our Company. We are passionate advocates for gourmet chocolate who devote a great deal of time and resources to educating the public not only about the fine points of chocolate quality and purity but also about the optimal tasting experience. As such, we are grateful for any attention that is devoted to fine chocolate. We do have concerns however, about a number of core accusations in the anonymous report:

NōKA Chocolate has never intended to suggest that the Company makes chocolate from “bean to bar” (roasting, grinding and otherwise processing cacao into couverture). In fact, we’ve sought to make this clear in numerous public statements. In an effort to further clarify this wherever possible we are reviewing all of our communications to ensure there is no room for misinterpretation.

NōKA Chocolate is proud of the fact that owner Katrina Merrem is a “chocolatier” (person or company who crafts couverture and other ingredients into chocolates, truffles and other confections). We have never intentionally suggested that she is a “chocolate maker” (engaged in roasting, grinding and otherwise processing cacao into couverture). All of our communications, including our Web site and a small booklet included with every gift we sell, identify Katrina as our chocolatier.

NōKA Chocolate stands by the statement that this is “our chocolate.” NōKA’s couverture is made to our strict specifications. We specify the source ingredients, the region from which the ingredients are sourced and the process by which the couverture is made. The quality and purity of our chocolates and truffles are above reproach, which is why NōKA Chocolate was the top ranked luxury chocolate in the world by the food editors of TASTE.

NōKA Chocolate considers information regarding our couverture to be proprietary. We respect supplier confidentiality and as such will not comment on speculation about any of our vendor partners. The non-disclosure of proprietary information is commonplace in the chocolate industry and the food industry in general. NōKA Chocolate’s couverture is made to our strict specifications. The Company is dedicated to creating the NōKA Chocolate experience with pure single-estate, dark chocolates and truffles.

A gift of NōKA Chocolate is a gift of the NōKA Chocolate Experience. The NōKA Chocolate experience ensures that magical moments and memories can be enjoyed by both the person who gives the gift of NōKA Chocolate and by the person who receives the gift. Each NōKA Chocolate gift is an experience that begins with the unique and elegantly designed packaging and encourages an appreciation by all the senses including the look, aroma, flavor and texture of our chocolates and truffles. The Optimal Tasting Guide and vividly descriptive Flavor Profiles included with each gift provide each gift recipient with the tools to enjoy his or her own chocolate tasting whether it be alone or a special event.

NōKA Chocolate is proud of our unique place in the market — providing people with another choice when selecting a special gift for themselves or for someone else. A pound-for-pound comparison that fails to consider the totality of the NōKA Chocolate experience will never accurately reflect the true value of our products. Each element contributes to the others.

It would be just as unthinkable to calculate the per-pound cost of a sterling silver bar and compare it to the per-pound cost of a piece of Tiffany sterling silver jewelry, while disregarding Tiffany’s standards for quality, the creativity of transforming the sterling silver bar into a beautiful piece of jewelry and the intrinsic value of the Tiffany Blue box in which the jewelry would be presented. We respect companies like Tiffany for their high standards, commitment to quality and dedication to customer service and their ability to create the Tiffany experience that their customers choose to enjoy. Our packaging, presentation and exceptional customer service are intrinsic elements that contribute to the NōKA Chocolate experience.

As passionate advocates for gourmet chocolate devoted to educating the public about the fine points of chocolate quality and purity, we take it very seriously when our Company and its products are scrutinized. In an effort to further clarify our role as a chocolatier, we have taken swift action and are reviewing all of our communications to ensure there is no room for misinterpretation. We also understand that there can be differences of opinion about the value of any product and we appreciate you taking the time to seek our point-of-view.