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The Why Behind Our Chocolate | Cheeky Cacao Vision & Mission

This was originally shared with our mailing list on 12 August 2025. Want first dibs next time? Join here.

This is why I'm still here.

This year has been a wild ride — think cocoa shortages right before Easter, a sharp price hike in May, and a whole lot of deep thinking about the future of this little chocolate business.

The good news? Even with all the uncertainty and hard calls this year has thrown at me, taking the time to step back has given me more clarity than ever about why Cheeky Cacao exists and where I want to take it next.

Here it is, front and centre:

Our Vision

A world where joy and connection flow effortlessly, where every bite is a moment of delight, and choosing better is second nature.

Our Mission

To spread joy, one cheeky chocolate at a time — bringing people together, surprising taste buds, and making better choices easy (and delicious!).

How I got here.

For the past 12 months, I’ve had the privilege of being part of the We Are Emersyn Elevate Program for Female Founders. It’s been such a game-changer — helping me pull together all the thoughts in my head and turn them into the beginnings of a plan for a sustainable, thriving business.

It’s still very much a work in progress, but having that structure has made it easier to see the path forward (even when the day-to-day feels a little wobbly).

So when the chocolate crisis hit earlier this year, I already had the foundations in place to remind me of my why. That’s what’s keeping me going — and why you’re still reading this from Cheeky Cacao instead of a “closed” sign.

Thank you — and a little something coming your way.

Thank you for being here — whether you’ve been with Cheeky Cacao since the early days or just joined us recently, your support means the world to me.

And because I want to celebrate this next chapter with you, tomorrow I’ll be sharing a little something fun — a giveaway to help spread the word (and the chocolate). Keep an eye on your inbox… you won’t want to miss it.

With cheeky love,
Lee Ann
Founder + Chief Joy Spreader