Wilex Samoa launches Koko Loa-Peanut Chokky Slabs

By Lagi Keresoma

APIA, SAMOA – 15 AUGUST 2023: Samoa’s pioneering chocolate makers; Wilex Samoa has re-launched its Koko Loa- Peanut Chokky Slabs to the local and overseas market.

“The new product comes in a new packaging wrap and produced using the Koko Loa Samoa cocoa with new ingredients enhancing its flavour and shelf life,” said Nathan Wilson, Wilex General Manager.

He said the current Koko Loa line consists of the Samoan Origin 72% fruit and nut, milk coconut which is infused with locally grown mango, papaya, coconut and lama nut and features exquisite cocoa powders Premium and Pacific Brand Cocoa.

The new Peanut Chokky product has been in the pipeline for 3 years after the COVID-19 pandemic but once in the progress of producing, the company faced another challenge of recruiting labourers and need of increasing mechanization.

The Peanut Chokky Slab was first launched in New Zealand at the time the company was located at Moataa.

Wilex Company was founded by businessman Tagaloa Eddie Wilson who was a major exporter of cocoa, ava and local products and ventured into chocolate making using premium Samoan cocoa.

However, the operation faced a major setback when the factory and headquarters at Moataa were gutted by a fire.

“We saw the success and fall of the company at Moataa before a fire destroyed the factory, but our father’s dream of bringing back the Peanut Chokky was always there,” said Wilson.

Nathan said his father’s dream was long overdue and his belief never wavered despite the closure of some of their markets in the United State and Hawai’i after the pandemic.

With perseverance and faith, Wilex not only embarked on relaunching the product but already have export orders in the pipeline from Fiji, New Zealand, American Samoa, Duty Free shops and tourist markets.

“We will be sending one pallet first as a trial run then 20 pallets fortnightly,” said Wilson.

The new Koko Loa Peanut Chokky Slab brand.

Outsourcing to the region
One of the concerns in any businesses including Wilex is the sustainability of supplies for the market and Wilson believes the only way to ensure the supplies does not run out, is to encourage farmers to grow cocoa and ava plants.

Currently Wilex buys cocoa from all over the country and Wilson admits that there are not as many cocoa plants as there used to be in the past.

“Lately we are starting to see cocoa plants disappear and the main aim of Wilex is to bring back value to the cocoa plant,” said Wilson.

Wilex Samoa founder Tagaloa Eddie Wilson said in order to maintain the sustainability of the product, they have outsourced cocoa supplies to other Pacific countries with much bigger resources such as Vanuatu, Papua New Guinea and Fiji.

“Papua New Guinea has expressed interest in the product for some time and there is a possibility that production of the Peanut Chokky could be moved to PNG,” said Tagaloa.

The company was established in 1986 with the vision to produce quality Samoan products to the world and to help local farmers as another source of income.

Wilex General Manager, Nathan Wilson is very excited with the launch of his new range of peanut chokky which will focus on promoting the rich flavours of Samoa cocoa beans.