PASCHA was born from a desire to create the simplest, purest and most delicious chocolate, without any of the additives or ingredients that might trigger allergic reactions for those with food allergies or intolerances. When I started my career in chocolate in England, nobody in the industry paid any attention to the topic of food allergies. At that time, the focus of the chocolate industry was two-fold: finding innovative ways of experiencing chocolate through product and ingredient complexity and discovering new ways of reducing costs while not compromising taste. It was the same story all over the food industry. Fast forward to early 2013, when I have two daughters with varying food allergies, some of them life-threatening if triggered. I personally have tested positive for allergic responses to milk and some nuts. I can attest from first-hand experience that it only takes trace amounts of an allergic ingredient to trigger anaphylactic shock – the worst form of a body’s allergic response. While the cause of the emerging trend of food allergies is unknown, there are no known cures other than avoidance. That means finding products that are made in an ultra-clean and simple way that systematically avoids all potential contact with specific allergens. Nobody thinks of chocolate as being a major source of food allergens. Yet read the back of most chocolate bars and you’ll discover declarations of trace elements of many of the top eight allergens – peanuts, milk, tree nuts, soy, wheat, gluten and even egg. The problem with these ingredients is that once they are in a chocolate facility they are almost impossible to eliminate with any degree of certainty. This is why I created PASCHA – with a mission to make the purest, safest chocolate without any allergenic ingredients. Ironically, what we found is very similar to my prior experience in the water business – the less you touch a food product, the more you let it take its natural form. And the purer and more delicious the taste.