Chocolate, Religion, Propaganda, and Colonization

As Valentine's Day approaches, it's common to see couples exchanging chocolates as symbols of love and affection. But have you ever wondered about the origins of this tradition? Who started it, and when did it begin? Let's uncover the story behind this sweet custom.

The Origins of Chocolate: From Kings to Saints, Indigenous Peoples to Columbus

The delightful treat known as "chocolate" is believed to trace back over 2,000 years to Central and South America. Indigenous peoples such as the Maya, Olmec, and Aztec had a tradition of consuming a beverage made from ground cacao beans—native to these regions—boiled with water, honey, and various spices. This drink, called "Xocoatl," is the precursor to modern-day chocolate. The Maya and Aztec considered it a sacred beverage that bestowed power, reserved only for the elite, warriors, and priests.

In the late 15th century, European explorers, including Christopher Columbus, ventured into the Americas and encountered cacao beans. Columbus brought some back to Europe. Initially, the bitter taste of cacao made it unpopular among Europeans. However, by adding sugar and spices, the drink became more palatable and began to gain popularity, though it remained a luxury item accessible mainly to the wealthy due to the high cost of cacao and its ingredients.

The Origins of Valentine's Day: A Legend of Martyrdom

The academic origins of Valentine's Day remain somewhat ambiguous. Historians trace it back to the 3rd century, around 269 AD, when a priest named Valentine from Terni, Italy, was executed by Emperor Claudius II for defying the emperor's ban on Christianity and continuing to spread Christian teachings. Valentine was later canonized as Saint Valentine by the Catholic Church to honor his martyrdom.

Interestingly, Saint Valentine's story has no direct connection to February 14 or romantic love.

The Intersection of Valentine's Day and Chocolate

Despite their seemingly unrelated origins—one rooted in European religious history and the other in ancient Mesoamerican culture—the paths of Valentine's Day and chocolate converged over time. This convergence was facilitated by the colonial era and the Industrial Revolution.

The Colonial Era and the Rise of Chocolate

Following the discovery of the Americas in the late 15th century, European powers such as Spain, Portugal, England, France, and the Netherlands colonized various regions in the New World. Indigenous peoples were often exploited as laborers on plantations producing goods for European markets, including cacao. Initially, chocolate was a luxury item in Europe, consumed primarily by the elite. However, as sugar and spices were added to improve its taste, chocolate became more popular among Europeans.

In the late 16th century, Sir Hans Sloane, an English physician, developed a new chocolate drink recipe that included milk, making it smoother and more appealing. This innovation led to chocolate becoming a daily indulgence among the European upper class and clergy.

The Industrial Revolution and Mass Production of Chocolate

The Industrial Revolution in the 18th century brought significant technological advancements, including the use of steam engines in manufacturing. This revolutionized chocolate production, making it more efficient and less expensive. In 1847, Joseph Fry, an English businessman, discovered a method to mold chocolate into solid bars and established the first chocolate bar factory in Bristol, England. This innovation made chocolate more accessible to the general public.

Valentine's Day and the Commercialization of Chocolate

The tradition of exchanging gifts on Valentine's Day is believed to have been popularized by Queen Victoria, who enjoyed giving gifts, flowers, and cards to loved ones on this day. In 1861, Richard Cadbury, an English entrepreneur and founder of the Cadbury chocolate brand, capitalized on this tradition by creating heart-shaped chocolate boxes adorned with Cupid imagery, specifically for Valentine's Day. This marketing strategy established the custom of giving chocolates to loved ones on Valentine's Day, a tradition that continues today.

Conclusion: The Convergence of Valentine's Day and Chocolate

The association between Valentine's Day and chocolate can be seen as a form of propaganda resulting from colonialism and the Industrial Revolution. Colonialism introduced Europeans to cacao, while the Industrial Revolution made chocolate production more efficient and affordable. This combination led to the commercialization of chocolate, with companies like Cadbury promoting it as the ideal gift for Valentine's Day. Over time, this marketing strategy successfully linked the two, embedding chocolate into the fabric of Valentine's Day celebrations worldwide.

 

Translated from: Pornprasert, Worayudh. "Chocolate, Religion, Propaganda, and Colonization." Exotic Quixotic, 11 Feb. 2024, https://www.exoticquixotic.com/stories/history-of-chocolate