Tareq Hadhad is the Founder and CEO of Peace by Chocolate, a Canadian chocolate company whose story is as remarkable as the product it makes. After fleeing Syria, the Hadhad family rebuilt their generations-old chocolate-making legacy in Antigonish, Nova Scotia — turning a second chance at life into a thriving business with national distribution, flagship boutiques across Canada, and a global fanbase.
What is your business called and what does it do?
Peace by Chocolate® is a Canadian company that currently boasts a global fanbase. PBC has national widespread distribution and major community partnerships with flagship retail boutiques in Canada. Founded in 2016 by the Hadhad family, Peace by Chocolate shares its passion for artisan chocolate with the world, with chocolate made in Canada. Our story inspired a bestselling book (2020) and a Canadian live-action film (2021), and the brand continues to expand across North America while continuing to find new ways to give back.
What made you want to do this work?
This was an opportunity to continue a long tradition and follow in my family’s legacy. It was also a great way to give back to a country that gave us a second chance at life.
What problem did you want to solve with the business?
We want to show people that peace is important. It is possible, and it is the cornerstone for everything we do. We also wanted to show that refugees and immigrants don’t come to take from their new country. We can create our own jobs and opportunities. Showing the success of one family business can help support other refugees and immigrants around the world by demonstrating that this is possible for them too, and it can change the minds of those who hold different opinions.
Who are your clientele/demographics?
We serve a broad and diverse customer base across Canada and beyond. Our customers include individual consumers who purchase through our boutiques and website, as well as businesses, retailers, airports, gift shops, corporate partners, and tourism operators that carry or gift our products. Our core customers value premium chocolate, and they are also drawn to our story. They span a wide range of ages and backgrounds, from tourists looking for a Canadian gift to families and organizations seeking unique products. Through our growing retail, wholesale, and e-commerce channels, our products reach consumers in communities across Canada and internationally, which allows us to share our mission and create new peacemakers with every box and bar sold.
How does your business make money?
Peace by Chocolate generates revenue through the sale of premium chocolate products and branded merchandise across multiple channels. We develop, create, manufacture, package, and distribute our products from our production facility in Antigonish, Nova Scotia.
We are able to create high-quality products that reflect our mission and reach customers through both direct-to-consumer and business-to-business channels worldwide by controlling manufacturing and distribution.
Where in the city can we find your profession?
Peace by Chocolate is headquartered in Antigonish, Nova Scotia, where our chocolate factory is located.
Customers can visit our retail boutiques in downtown Antigonish, on the Halifax waterfront, and at Halifax Stanfield International Airport. Our products can also be found in thousands of retail locations, gift shops, grocery stores, airports, and tourism destinations across Canada. All information is available on this map.
What is the best question a prospective customer could ask a member of your profession when comparing services?
“What makes your product different, and what impact does my purchase have?”
Our mission is never about the product alone. We believe customers should understand the values and mission behind the brand. As simple as ensuring that a great product delivers an exceptional experience while also supporting a greater purpose.
What is the best part about what you do? What is the worst part?
The best part is seeing how our work makes people happy. It is special to watch someone enjoy our chocolate or choose our products to celebrate an important occasion in their life. I also love creating jobs and opportunities for our team and giving back to our communities.
The hardest part is knowing that you cannot say yes to everyone. As a business grows, there are more requests and ideas than you can pursue. Sometimes you have to make difficult decisions and choose where to focus your time and energy, even when there are many good options. That can be tough, but it is part of building something greater than ourselves.
What is your favourite joke about your own profession?
When people ask me if I make the chocolate, I tell them I’m not very good in the kitchen. I leave the chocolate making up to my Dad and our team of professional chocolate makers.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Vox Managment Agency. I am also a keynote speaker. This is another opportunity to spread our message of peace. The team at VOX take good care of me and have sent me all around the world! They are the best!
