In 2007, two Iowa-born brothers launched an artisanal chocolate company, Mast Brothers, out of an apartment in Williamsburg, Brooklyn—the hipster heart of the growing farm-to-table movement.

Mast quickly became a well-known operation, partly because their focus was on creating quality chocolate that only required two ingredients: cocoa beans and sugar. And these speciality bars—hand wrapped in expensive, beautifully designed paper—boasted a $10 price tag.

It was something people were willing to spend for a product that also came with a compelling origin story. But that all changed when customers started to question the narrative of what they had been sold.

A Somethin’ Else production.

Learn more about your ad choices. Visit podcastchoices.com/adchoices