Loving Earth

In 2000, Loving Earth founder Scott Fry was living in India when he met Creative Director and fellow Aussie, Martha Butler. He was working with Adivasi rice farmers near Mumbai, who were converting their topsoil into bricks and shipping it out of the valley. It was while sitting on an Indian bus reading David Suzuki’s book “Naked Ape to Super Species” that he had an epiphany. He needed to create a way of helping farmers protect their long-term livelihood and their land.

Six years later, after the pair had been living in Mexico and working with several large indigenous cooperatives there, they moved back to Melbourne, Australia, bringing with them the ingredients to create the very first chocolate bar. Their inner-city rental house was HQ, with a night shift at a local bakery as the manufacturing site, hand-wrapping each bar at the kitchen table. 

Loving Earth was born.

At Loving Earth, we’re passionate about a lot of things. Mainly chocolate. But our chocolate isn’t like the stuff you may remember from the tuckshop at school. That’s because we use wholefood ingredients from people who love the planet. We care about what you eat, and the people who make it.


We care about community. That’s why we buy directly from the source. We have taken years to build real relationships with the Asháninka community who still use traditional methods to harvest their heirloom variety cacao. Using skills that have been handed down from generation to generation. Truly fair trade and organic in every sense of the word; because of the bio-diverse, regenerative agroforestry eco system, you can taste the subtle differences in flavour depending on the canopy the cacao beans have grown under!

Their heirloom Criollo Amazonico Cacao travels from the rainforest 100 miles by canoe down the Amazon River to get to the nearest road. We’ve worked closely with them and the Rainforest Foundation UK to help establish the organically certified ‘Kemito Ene’ cooperative.


We like to keep our raw ingredients as close to nature as possible. No preservatives, no numbers and absolutely nothing that means you have to have a chemistry degree to understand.

We prefer to use gentler methods to lock all the goodness in, meaning you get the full benefits, as if you’d made it all yourself. For our snacks and cereals, we use activation, soaking and sprouting to unlock the nutrients and make them kinder to your stomach, and dehydration, never heating our ingredients above a certain temperature so all the vitamins and minerals make it into the final product. With our chocolate, it’s made really raw, from bean to bar.

We don’t roast our cacao beans meaning the beans are in their purest, most essential form and minimally processed so that the chocolate is nutritionally dense and full of flavour.


Now seeing as we’ve worked so hard to make you a treat packed full of delicious goodness, we had to make sure we dressed it in only the very best clothes! We worked even harder to find the right people to make our packaging all home compostable, using vegetable inks on the recycled cardboard so that it can all go back into the earth. Even the wrapper that looks like plastic is in fact non-GMO potato starch. How’s that for coming full circle?!


We believe in living consciously.

This means listening to our own bodies and our own inner guidance, in the moment. We firmly believe that as we take the time to become more conscious on a personal level, we naturally become more conscious of what’s happening around us and the impact of our choices.

We are a 360° brand.

Each aspect of what we do matters to us…from the people who grow the ingredients, the ingredients themselves, the beauty of our planet-friendly packaging, the Loving Earth chocolate making crew, our commitment to real food and delicious chocolate, and to real change on this planet. The list goes on.

We only use wholefood, organic, plant-based ingredients that have true nutritional value. We don’t add any fillers or preservatives whatsoever. Minimal ingredients, minimal processing, wholefood, zero animal products.


Regeneration of the planet is the task of our lifetime. It’s no longer about Sustainability. Sustaining what we are doing will not take us to where we need to be. Instead we need regenerative practices that help replenish and rejuvenate. Only then will we have something we can sustain. This is a long, communal journey we’re embarking on and we’re just at the beginning.

For our part, we use raw, regenerative cacao grown by the Asháninka community in the remote Peruvian Amazon, the place where cacao originated.


We are a proud contributor to the Climate Collaborative movement; a community of businesses in the natural products industry who have pledged to take bold action to counter climate change.

Every bar is:



Gluten and soy free

Cane sugar free

Certified organic


Ethically produced

Directly traded

Made with regenerative cacao

Wrapped in compostable packaging

Made in a solar powered factory

Loving Earth