The purpose of this small-scale ethnography is to examine the social significance of chocolate from a cross-cultural perspective. Through interviewing various members of my local community that were born in different regions of Mexico and Central America, I document here their experiences and observances of chocolate.
Experienced through consumption or non-consumption, and observed through their emic perspective, there are underscoring themes exposed amongst the roles in which chocolate has played throughout each of their own lives. Within the context of those personal relationships with chocolate, an interaction between social and economic functions of their state and country may be contemporaneous to their outlook. Although this simultaneity is not always the circumstance, motifs emerge as their uniqueness transpires. Effectually, their contributed insight has actualized a microcosm of chocolates’ socio-cultural diversity and likenesses.
While conducting the interviews with members of my community, the aim was to first listen to their observances, and to then ask questions of clarification to assist in their thought process. The framework of my Q&A was designed this way to acquire a qualitative study, so that this retelling would reflect the individual perspectives of each subject, synchronously providing a glimpse into the societal experience. To depict those experiences through a cultural historical lens, that of which illustrated itself during most of the interviews already, I asked questions about their culture as a whole and how they thought chocolate was generally regarded in their own communities.
This study is not meant to define those relationships, but to highlight multiplicities within these individual cross- cultural accounts. Over reflections of my own and of the human subjects in this ethnographic study, I hope to provide sufficient imagery of historic milieu within the functional roles chocolate has played in personal experience and in society.
Theobroma Cacao, or the Food-of-the-God’s Cacao, is widely accepted by botanists and scholars as indigenous to Mesoamerica. Evidence of its cultivation is indicative of the role it played in ancient civilizations like the Mixe-Zoquean-speaking Olmecs (1500 BCE – 400 BCE). At the famed Olmec archaeological site in San Lorenzo Tenochtitlán, evidence has been found of the term “Kakawa” used by the Olmec as early as 1000 BCE (Coe & Coe, 1996). See on the map below, San Lorenzo is west of present day Guatemala, and north of Oaxaca, in southern Mexico.
We find in the archaeological record, the ways in which early civilizations illustrated cacao, or “Kakawa” on their pottery. This being a significant attribute to understand the role chocolate played in their livelihoods and rituals. According to Maricel Presilla in her book, The New Taste of Chocolate, “it was the Maya who brought chocolate making to a high art… building on the foundation left behind by other Mesoamerican cultures”, like that of the Olmecs and other sibling tribes (2009).
See this Classic Maya vase from the seventh century portraying the Maize God in an “unending dance, symbolizing both the creation of the universe and also his cycle of death and rebirth” (Takushi, Pioneer Press).
Maya Classic period (250 – 900 CE) vessels show quite literally the function of cacao as it was for drinking, as well as the relative role it played in Mayan life though various representations of the divine.
This is one of the many Classic period vessels that was found to contain cacao residues inside. We know it was used to hold chocolate because cacao is the only plant in the region with both the compounds Theobromine and Caffeine, “a unique marker for the presence of cacao in pre-Columbian artifacts” (Cheong, 2011). To verify the vessels were used to hold chocolate was an important piece to the archaeological record. It provided contextual knowledge when deciphering the imagery or glyphs depicted on the vessels.
Affirmed in the glyphs of drinking vessels from this period, there is evidence of “well established cacao-chocolate terminology”. On the Buenavista vase shown above, we see “tree-fresh cacao” inscribed. From the Primary Standard Sequence (PSS) of the glyphs you see banded around the top of the vessel, the characters that make the Maya name for cacao, “Ka-Ka-Wa” were deciphered. What strikes me the most about this piece is the seemingly relative “tree-fresh cacao” to the Maize God’s cyclical existence. (Presilla, 2009)
I particularly find this vessel so interesting when we look at the role of chocolate in culture because it reflects a cyclical ideology of their ecological relationship to their land; in the sustenance it provides, the concept of time through death and rebirth, and their Gods all-encompassing role within those cycles.
A few years ago in 2013 I came to know a few young men and women from the northern Mexican state of Sonora – (follow the link to read a brief history of Seri Indians of Sonora). They were working and studying here on visa’s while we were employed at a busy restaurant in the heart of downtown Boston. What better place than behind the bar to nose around and pick into people’s lives for cultural insights! Just kidding on the nose-picking… but seriously, even minute conversations with guests created thought-provoking observations. During their multiple terms of residency in Boston over the years, these talented intellectual Sonoran natives and I connected on Mexican – American culture alike, and apart. Upon reaching out to ask if anyone would be interested in participating in this modest ethnographic study, my request was received most graciously. They have all elected to omit fully identifying information, so for the purposes of this study, I will refer to them by their first name only. Below I have included their perspectives on the role chocolate has played throughout their lives.
Andrés began by explaining Mexico as a large country where the culture is full of diversity. “Every state has their own culture about everything – food, traditional parties, our dialect and slang”. With that being said, in the state of Sonora where he lives he doesn’t use chocolate and cacao the way he knows it is used in the southern states of the country like Oaxaca, Guerrero, Chiapas, and Tabasco. Andrés has observed the influence of cacao beans in southern Mexico because the cacao growing region produces a lot of recipes that involve cacao and chocolate.
When I asked what he knows about Mesoamerican uses for cacao, he remembers learning from childhood that they used it as currency, and he understood they sometimes would use it in beauty treatments. On that note, I recollect a fortuitous conversation about skin care had between myself and a female of Mexican ancestry I met while servicing wedding hair and makeup to her cousin’s bridal party, circa summer 2015 in East Boston – Indeed, I am not only an aspiring Anthropologist, also a Cosmetologist. My thoughts are usually occupied by anthropological inquiry on a daily basis, which inevitably grants unique opportunity for cultural discussions with the people I meet. Although not a part of this ethnography, she let me know back then about her family recipe for a skin care regimen that contains cacao. Her grandmother and her aunts would grind down cacao beans into a powder, “cocoa powder” minus the hydraulic press. They would mix the antioxidant rich powder with other grinded down local herbs, add water to create a paste-like texture and apply generously to the skin.
“Lather. Dry. Rinse. Repeat.” – she persisted. Yum.
For the purposes of this study, I was curious about chocolate in spa treatments, as I have heard echoes of the luxury before. Take a look at The Spa At The Hotel Hershey or examples of just a few contemporary accommodations created for chocolate in the beauty industry.
Andrés expressed to me that Sonora being just below Arizona, his culture is more- so “American” than the way Mexicans live in the south. It is in his experience and observation the misconception of Mexican culture as being one. I think any educated person understands culture, language, economy, etc. vary across spaces of human population. Yet, for those who generalize a nation’s people by its borders, Andrés and his community experience the bias. He grew up with a collection of influences “by the things Americans do”. For example, one of his earliest memories of eating chocolate was during Halloween. They’re also heavily influenced by “spring break madness”, as he defined the season. He grew up consuming chocolate predominantly made by the big corporations, like Mars. His notable favorites being the Snicker and M&Ms. “In the south they don’t have that influence, they don’t experience American Halloween as we do”.
Carlos V chocolate bars are the Nestlé- proclaimed “# 1 chocolate brand in Mexico with over 70 years in the market!… Because of its unique and mild flavor, it is considered the reference of chocolate for Mexicans.” The Aztec stylized imagery first designed to brand the chocolate before it was bought by Nestlé sometime in the 1980’s was created by Fabrica de Chocolates La Azteca, S.A. de C.V. Jason Liebig on his blog, Collecting Candy chronicles his findings in the L.M. Kallok Confectioners Collection of antique packaging. Most notable about the evolution of the branding is first the Aztec styling alongside the “Imperial Coat of Arms” for “by the grace of God, Carolus V Imperator (emporer)”. Then with the English labeling introduced we see a change in the ingredients as well (which was apparent of each label seen in Leibig’s compilation from the beginning to the end. “A tie-in with the film Toy Story, which tells us La Azteca was still the brand’s sole owner as late as 1995″ is interesting where we see Quaker Oats leaving its insignia on the label by the late 1990’s.
Not one of the Sonoran’s I interviewed has tried a Carlos V chocolate bar but they have all heard of it at some point in their life through advertisements. Eduardo attests to Andrés’ personal account of diversity from the southern regions in Mexico. Dia de los Muertos is “not celebrated as much as the south, but we do things like going to the cemetery”, Andrés says. Eduardo told me that they celebrate Dia de los Muertos on November 2. “We celebrate in memory of the people who are no longer with us and usually at the tombstones we put special things they liked when they were alive. Chocolates is usually one of them”. Both Andrés and Eduardo did not have a definitive sense of the historical reason for chocolate being placed on gravesites, but they both know it as a long- standing tradition and ritual in celebrating their deceased ancestors. Fernanda, another Sonoran native, added some insight to this practice of memorial. She told me that usually the graveyards are managed by local churches or publicly owned so in contrast to the majority of graveyards that are privately owned in the US, the families play a greater role in gravesite maintenance of their deceased. In this way, chocolate serves a social function in their celebrations.
Shown below, Dr. Martin presented in class this semester some of the ways Maya and Mixtec society visually depicted the functions that cacao played within their cultural practices and belief systems. Royal marriages necessitated the use of currency in the negotiation, so we see in the Codex Nuttall how cacao was a part of the price for the bride. Eduardo remembers learning in school that Mayans used to used the cacao “as a coin to buy everything, from goods to wives”. A relative topic for further study would be in the ways chocolate was introduced to the elite. Diffused out of Mesoamerica first by the Spanish, the Europeans assimilated to its royal regard and used chocolate in the women’s dowry through royal inter-marriages – that of which played a great role in spreading chocolate throughout Europe.
Another example (seen below) comes from the Madrid Codex where we see cacao being exchanged, portraying a give-and-take linkage between their concepts of cyclical time (lunar goddess) and their environment (rain god). I find this imagery especially expressive to their belief of the divine relationship to their human existence and sustenance on earth. Lastly, from the Codex Nuttall we see a royal funerary procession in “Twelve Movements”. Within the tomb depicted at the bottom right of the artwork lies a “vessel of foaming cacao beverage… to ease the soul’s journey to the underworld”. (Martin)
Eduardo recounts drinking cups of hot chocolate since he can remember. While traveling south to Puebla state he tried their “typical meal, mole, and it’s made of cacao”. What he knows about the Maya and cacao is how they used to prepare beverages and meals like the Puebla “mole”. “We have different tribes and culture but we learned about it in school and I experiences it myself while traveling south. Cacao is still a huge deal in south Mexico.”
See the dozen or more ingredients to make the traditional “thick, baroque sauce, mole” from Xalapa, Veracruz (Presilla), north of Puebla state in Mexico. Presilla notes that each ingredient is “processed in sequence, each at its own time” (2009).
As the mole is diverse in ingredients, and rich in unique Mesoamerican culture, so too – as these contemporary perspectives have illustrated, are the people of the region diversely interwoven with it’s history and unique place on Earth’s sphere.
Campbell, Lyle & Kaufman, Terrence. 1976. A Linguistic Look at the Olmecs: American Antiquity, Vol. 41, No. 1 (Jan., 1976), pp. 80-89 Published by: Society for American Archaeology http://www2.hawaii.edu/~lylecamp/LC%20Lx%20look%20at%20Olmecs%20JSTOR.pdf
Cheong, Kong (Powis, T.; Cyphers, A.; Gaikwad, T.W.; Grivetti, L.) 2011. Cacao use and the San Lorenzo Olmec: Proceedings of the National Academy of Sciences (PNAS). 108(21):8595-600 · May 2011 https://www.researchgate.net/publication/51110764_Cacao_Use_and_the_San_Lorenzo_Olmec
Coe, Sophie D. and Michael D. Coe. 2013  The True History of Chocolate. 3rd edition. London: Thames & Hudson
Johnston, Bernice. 1997. The Seri Indians of Sonora Mexico. The University of Arizona Press http://www.uapress.arizona.edu/onlinebks/SERIS/HISTORY.HTM
Liebig, Jason. 2012. Carlos V – Building a history for the King of Chocolate Bars http://www.collectingcandy.com/wordpress/?p=2958
Martin, Carla. 2017 AAAS E-119 Lecture Slides. February 1st, pp.23, 47, 53, 57
Mintz, Sidney. 1986  Sweetness and Power: The Place of Sugar in Modern History. New York: Penguin Books
Morton, Marcia and Frederic. 1986 Chocolate, An Illustrated History Crown Publishers, Inc. New York, NY
Nestlé. 2017. https://www.nestle.com.mx/brands/carlos-v
Peabody Museum of Archaeology and Ethnology: Harvard University. 2017. https://www.peabody.harvard.edu/node/287
Presilla, Maricel. 2009 The New Taste of Chocolate, Revised: A Cultural & Natural History of Cacao with Recipes. Berkeley: Ten Speed Press.
Smithsonian Institute. 2017. Olmec Stone Heads photo: http://anthropology.si.edu/olmec/english/sites/sanLorenzo.htm
Takushi, Scott (Pioneer Press). 2013, December 17. Museum of Belize and House of Culture: NEWSEUM Blog Spot: Belize’s Maya Collection on Display. https://mobnmoc.wordpress.com/2013/12/17/belizes-maya-collection-on-display/mayaex1/
Unknown photographer; featured image. 2016, October – November. Nexos. https://americanwaymagazine.com/cacao-route
Unknown photographer; chocolate as beauty regimen image. 2017. The Spa At The Hotel Hershey. http://www.chocolatespa.com/treatments/signature/chocolate.php