Cacao Embassy was founded in 2018 in Guatemala City by three brothers: a chance event gave rise to a shared vision: to do good through high-quality chocolate and rethink cacao culture in Guatemala. While Quique deepened his passion at a pastry school for chocolatiers, Pablo built relationships with cacao producers across the country. Julio, for his part, devoted himself to post-harvest processing in order to improve cacao quality in a targeted way. Cacao Embassy was born from the pooling of their strengths. Their SERO brand, dedicated to their bean-to-bar chocolates, takes its inspiration from the word "serotonin", the chemical substance that cacao naturally releases in the body.

SERO chocolates have won international awards, including a silver medal at the AVPA in Paris. Finca Kampura is also considered one of Guatemala’s best cacao origins and has received several awards, notably at the Cacao of Excellence Awards. These distinctions confirm Cacao Embassy’s and SERO’s commitment to exceptional, sustainable cacao. For the SERO brand, close collaboration with the people who grow cacao is at the heart of its priorities. This includes both stable partnerships with small-farmer cooperatives and direct collaborations with selected fincas. This not only helps guarantee optimal quality, but also promotes a sustainable and fair value chain. Chocolates SERO offers artisanal chocolates that pay tribute to Guatemala’s rich cacao heritage. Each bar is made from 100% Guatemalan fine cacao from sustainable farming by small producers who respect traditional practices.

The company works with various fincas and cooperatives, all of which practise agroforestry. The private Kampura finca, in the Izabal region, for example, was created on former agricultural pastureland. After a change of ownership, the site was gradually transformed into a diversified agroforestry system. In this way, thanks to cacao cultivation, the land was reforested (instead of being cleared). More than 500,000 trees, including endangered tropical species, now provide shade for this noble, high-quality cacao. Cultivation takes place in harmony with nature, under mahogany, rosewood and "madre-de-cacao" trees.