In 1991 Craig Sams, founder of Whole Earth, the pioneering organic food company, was sent a sample of organic cocoa beans. He had a sample of 70% dark chocolate made up from the beans. When the sample made from organic cocoa beans arrived he tasted the sample and then left the half-eaten bar on his desk. A little while later his wife, Josephine Fairley, spotted the unguarded bar and helped herself. She’d never tasted anything like it and was sure other confirmed chocoholics would love it as much as she did. And with that, Craig and Jo set about making organic chocolate.

They named their chocolate after their own life a, it seems perfect to name the brand Love&Choc' as if is a couple (love) who makes and sells chocolate bars.