From startup to scale-up, innovation to execution
Tree2Bar provides the guidance and tools your organization needs to thrive
What is Tree2Bar?
Tree2Bar is an independent consultancy firm offering integrated, end-to-end expertise across the cocoa and chocolate value chain. From cocoa farm to chocolate factory, we bring hands-on experience in post-harvest processing, cocoa quality assessment, cocoa and chocolate processing, chocolate formulation, tempering, cooling, and beyond. With technical insight and practical know-how, we support businesses developing, optimising and scaling cocoa and chocolate processing technologies, helping turn innovation into operational reality.
Bridging Technical Insight with Business Impact
Beyond technical input, we help organizations strengthen product concepts and communicate them effectively to stakeholders and investors. We also help organizations align research strategies with key priorities such as innovation, supply resilience and sustainability.
We are well positioned to support a diverse range of clients - including start-ups, SME’s, research institutes, NGOs and institutional investors - bridging technical insight with business impact. From startup to scale- up, innovation to execution—Tree2Bar provides the guidance and tools your organisation needs to thrive.
John Newell
Founder and Technical Director
Who we are
John is an internationally recognised cocoa and chocolate expert with over two decades of practical experience extending across the entire value chain - from cocoa farms to cocoa and chocolate processing facilities. Having cross-functional exposure spanning farm, lab, kitchen, pilot plant, and operations, he brings a uniquely holistic perspective to cocoa and chocolate innovation, strategy and program delivery.
Through close collaboration with global cocoa research teams, he established himself as a key technical and strategic advisor for Nestlé’s cocoa plant science and agronomy research program. He also led the revision of Nestlé’s cocoa R&D strategy and governance, ensuring alignment with corporate commitments on carbon and regenerative agriculture.
John remains deeply committed to the cocoa and chocolate sector, providing global clients with technical clarity, strategic insight, and an integrated perspective from tree-to-bar.
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