Case | HBS Case Collection | June 2011 (Revised April 2014)

sweetriot 2.0

by Christopher Marquis, Donna Khalife and Bobbi Thomason


In the fall of 2010, Sarah Endline, CEO and Founder of sweetriot, an organic chocolate company, was deciding the best way to grow her organic chocolate company, while keeping her chocolate physically and conceptually on the shelf. She wanted to grow the offerings and profits of her company, while maintaining its social mission and unique flair. The case tracks the origins of sweetriot from Sarah's formative early career experiences, to the company's launch and beyond as Sarah prepares future products, establishes production channels, and seeks future funding. Sarah was not content to just be a small New York City candy company. Her goal was for sweetriot to be the number one natural chocolate company in the world and to thus be a vehicle to drive change globally. How can she meet that objective while also keeping the company true to its social roots?

Keywords: Social Entrepreneurship; Profit; Business Strategy; Business Growth and Maturation; Social Enterprise; Growth and Development Strategy; Experience and Expertise; Economic Growth; Organizational Culture; Mission and Purpose; Corporate Social Responsibility and Impact; Food and Beverage Industry; New York (state, US);


Marquis, Christopher, Donna Khalife, and Bobbi Thomason. "sweetriot 2.0." Harvard Business School Case 412-007, June 2011. (Revised April 2014.)