Nataly Nicholls Of Magno Chocolates On 5 Things You Need To Create a Successful Food or Beverage Brand
An Interview With Martita Mestey
Continuous Learning: Staying updated with industry trends and techniques helps you innovate and remain competitive.
As a part of our series called “5 Things You Need To Create a Successful Food or Beverage Brand”, I had the pleasure of interviewing Nataly Nicholls.
Nataly Nicholls is the visionary founder of Magno Chocolates, a company that blends art with Colombia’s world-renowned fine flavor cacao to create luxury chocolate experiences. Nataly has transformed her passion for design and high-quality ingredients into a thriving business, which operates in the heart of Medellin with offices across Colombia. Magno Chocolates is celebrated for its innovative use of local, exotic flavors, sourcing ingredients like tangy goldenberries and vanilla beans from Colombia’s diverse landscapes. Known for their “chocolate gems” adorned with 24k gold leaf, Nataly’s creations are a testament to her commitment to authenticity and artistry. By making all their fillings in-house from scratch, Magno ensures that each piece of chocolate offers a unique and mouth-watering flavor experience. Guided by her instincts and a love for her craft, Nataly continues to elevate the perception of Colombia’s culinary treasures on a global scale.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?
I had a very happy childhood. I grew up in a neighborhood full of kids the same age. We’d dance, swim, and play together every day after finishing our homework. I was fortunate to always be surrounded by interesting people — not only with the kids in my neighborhood, but also with the children of my parents’ friends, school friends, and family. My life has always been about sharing experiences with others. If you know anyone from Colombia, you’ll see that our culture is filled with warmth and close-knit relationships with friends and family. This has definitely inspired my passion for creating products that people can give as gifts and share during special moments.
I was also surrounded by nature growing up. My father instilled in me a love for the countryside; every morning, we would wake up early to pick fruit from our farm and enjoy it for breakfast. He grew blackberries, feijoas, tree tomatoes, yucca, potatoes, lemons, tangerines, avocados, and more. It was such a joy to savor these fresh, local ingredients at the table. This experience shaped my love for gastronomy made with fresh, locally sourced ingredients.
Lastly, I’d be remiss not to mention the huge impact my mother had on me growing up. She is a painter, and I spent my childhood watching her bring each of her creations to life. Every painting in our home was done by her. That’s why it should be no surprise that she was also the first to help me incorporate art into our chocolate bonbons. Art and design are passions we both share.
Can you share with us the story of the “ah ha” moment that led to the creation of the food brand you are leading?
When I began exploring the world of chocolate, I discovered that cacao originates from the upper Amazon — literally in Colombia’s backyard. I was also fascinated by local stories about new varieties and specialty cacao being discovered right here in my country and in other nearby Latin American countries. However, I was shocked to learn that despite this, around 80% of the world’s cacao actually comes from West African countries like Ghana and Ivory Coast, where it’s mass-produced on an industrial scale. It was disheartening to discover that most of these large-scale agricultural operations strip away the unique flavor and character that the diverse terroir of Colombian (and other Latin American) cacao offers.
Even though Colombia has this truly exceptional raw material essential for chocolate, many people — even in Colombia — tend to believe that the best chocolates come from Europe or elsewhere. This is mainly because most of our cacao is exported as raw material rather than as a finished product. To add insult to injury, what is exported is typically processed by large industrial companies that over-process and homogenize our cacao, stripping away all of the beautiful fruity, floral, and extraordinary flavors that are inherent in it.
This realization was my ‘Aha Moment.’ I saw a huge opportunity to add value to our cacao by creating chocolate bonbons and chocolate bars made with my country’s fine aroma of cacao. By combining this with art, I wanted to create chocolates that could be part of special gift-giving moments — like Valentine’s Day, Christmas, Mother’s Day, etc. — where chocolate has always played an important role. At the same time, I saw this as an opportunity to introduce people to Colombia’s incredible cacao, processed in a way that brings out its unique flavors that are unlike anything they’ve ever tasted before.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
The funniest mistake (or happy accident you could say) happened in 2020 during Father’s Day when I created our Lunar Gems edition! At that time, at Magno Chocolates, we were just learning how to paint chocolates with a thin layer on the surface, but we weren’t getting great results yet. Much of the paint would stick to the molds, and when we unmolded the chocolates, the design would come out incomplete, with patches missing.
Well, it turns out that this is where my inspiration for the moon came from! The effect of the paint peeling off created a surface that looked like the lunar landscape, and I loved it. During those experiments, we “ruined” a lot of chocolates, but eventually, we learned and perfected the art of painting just on the surface. From this “funny mistake,” our Lunar Gems edition was born, which has since become our best seller.
What are the most common mistakes you have seen people make when they start a food line? What can be done to avoid those errors?
I’ve noticed that very skilled and passionate chefs and chocolatiers create truly special and amazing products. However, I’ve also seen that many of them launch extensive product lines, making it difficult to focus on a few key options. I believe that behind every product, there are wonderful stories that people want to hear, but telling too many stories consistently while conveying the desired message isn’t easy. Often, we need to repeat the same message in different creative ways to ensure it sticks in the consumer’s mind, and if we have too many products, this becomes even more challenging.
So, my advice would be to focus on what we do best and what we are deeply passionate about. But also on what the consumer is really looking for and what resonates with them. In this way, we can satisfy their needs while effectively communicating the story behind the product.
Let’s imagine that someone reading this interview has an idea for a product that they would like to produce. What are the first few steps that you would recommend that they take?
First step: Reflect on whether creating this product could benefit the people around you.
Second step: Ask yourself if you would buy this product, if it aligns with your life philosophy, and if it is ethical.
Third step: Conduct market research by analyzing the competition and determining if your product offers added value compared to what is already available. As well as assessing its market potential.
Fourth step: Develop a prototype of the product and evaluate it through a focus group.
Fifth step: Create a marketing plan, calculate the development costs, and project potential sales.
Many people have good ideas all the time. But some people seem to struggle in taking a good idea and translating it into an actual business. How would you encourage someone to overcome this hurdle?
One of my mantras in the world of entrepreneurship is: “Perfection is the enemy of good.” I’ve seen many people with excellent ideas who wait for perfect conditions to launch their product, but to me, this is not viable. I believe that many of the most important lessons in business are learned along the way, and without those lessons, success is hard to achieve.
The most important thing is to start with what you have: the knowledge and budget available. We may not start with the giant store we imagine, but taking the first step is essential. When I began, I started in my kitchen, with a few chocolate molds that weren’t even the professional ones I use now. Learning to use those molds made me appreciate and understand why I now use professional molds. I gradually learned about my customers and their preferences, how to be more efficient in production, and how to handle initial errors in production, marketing, and commercial strategy more strategically.
In summary, start with what you have. The hardest part of a business is taking that first step, leaving fears behind, and getting started.
There are many invention development consultants. Would you recommend that a person with a new idea hire such a consultant, or should they try to strike out on their own?
In my opinion, seeking professional advice is valuable, and if you have the means to do so, by all means. Some experts can offer great insights and guidance. That said, doing the hard work on your own can be equally advantageous. This takes much more time and may put you in situations that are a bit outside of what you are used to, but it will give you a better perspective of your product and your target market.
What are your thoughts about bootstrapping vs looking for venture capital? What is the best way to decide if you should do either one?
This is very similar to the previous response. From my experience, bootstrapping allowed me to start small and grow organically, relying on the help of friends and family when needed. While there were risks involved, like leaving my day job (and monthly salary), they were calculated and aligned with my long-term vision. This approach gave me control over the direction of my business and allowed me to build it at a pace that felt right.
However, I recognize that everyone’s situation is different. If you have the passion, talent, and a solid business plan, venture capital could be a great option as well. It’s essential to run the numbers, understand the potential trade-offs, and decide what makes the most sense for your circumstances.
Ultimately, the best approach is to do your homework. Know your plan, understand how you’ll reach your goals, and ensure you have a clear strategy for repaying those who helped you along the way. Whether that’s through financial backing or the support of friends and family. Choose the path that aligns with your values, your vision, and the resources available to you.
Can you share thoughts from your experience about how to source good raw ingredients and how to source a good manufacturer?
I have to be honest: my position as a chocolatier in Colombia is truly privileged. Being in Colombia provides us with access to our fine aroma cacao and a diverse range of fresh, local ingredients. This proximity allows us to work closely with farmers, ensuring the highest quality and ethicality of the ingredients we use.
When it comes to sourcing good raw ingredients and finding a reliable manufacturer, my experience has taught me the importance of building strong relationships with local producers. Understanding the origin and quality of each ingredient is crucial, as is ensuring that the manufacturer shares your commitment to quality and ethical practices. Whether you’re sourcing ingredients locally or internationally, it’s essential to know the people behind the products and maintain open lines of communication throughout the process.
What are your “5 Things You Need To Create a Successful Food Brand” and why?
Great ingredients and attention to detail: High-quality ingredients and meticulous craftsmanship ensure exceptional taste and a standout product.
Continuous Learning: Staying updated with industry trends and techniques helps you innovate and remain competitive.
Telling meaningful stories with what you create: Linking your products to meaningful stories and personal philosophy helps create a deeper emotional connection with your customers. It allows your brand to stand out by sharing not just what you offer, but why you offer it and how it reflects your values.
Finding the right people to help: As an entrepreneur, you often want to do everything yourself, but learning to delegate tasks that might slow you down allows you to focus on what truly matters.
Passion for what you do: Passion drives creativity and dedication, making your brand stand out and engage customers.
Can you share your ideas about how to create a product that people really love and are ‘crazy about’?
When you choose quality over shortcuts, it shows in the final product and resonates with your customers. This applies even to the little details that most people overlook. But it’s not just about the ingredients — it’s about pouring your heart into what you create. When you’re passionate about your craft, that energy translates into the product, making it something special.
Equally important is telling the story behind your products. People connect with stories — they want to know where their product comes from, the inspiration behind it, and the care that went into making it. By sharing the journey, from sourcing the finest ingredients to the dedication that goes into each step of the process, you create a deeper connection with your audience. This combination of quality, passion, and storytelling is what makes a product not just something people enjoy, but something they fall in love with.
Ok. We are nearly done. Here are our final questions. How have you used your success to make the world a better place?
We’ve been collaborating with another (much larger) Colombian chocolate company on a humanitarian project called ‘The Chocolate Dream’. Through this initiative, we’ve worked hand-in-hand with local cacao farmers, aiming to make a meaningful impact on their lives and businesses. While it’s still a bit early to divulge all of the details, we’re really excited about the work we have been doing and can’t wait to share all of our results in the coming months.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Nataly Nicholls Of Magno Chocolates On 5 Things You Need To Create a Successful Food or Beverage… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.