Rooted in heritage, perfected in art.

We were born in a kitchen. We grew up among cooperatives.

It all started in 2018 with three Guatemalan brothers and a simple question: what can be done with premium cocoa beans that no one else is processing in Guatemala?

Pablo Matute, the eldest of the brothers, organized tours to cacao producers in the country's cacao-growing regions. To gain the farmers' trust, he began buying their beans—storing them at his parents' house. The intense aroma of fermented cacao filled every corner. This led them to make a decision: to make chocolate.

We learned on our own

Without formal training in chocolate making, the Matute brothers learned the bean-to-bar process by watching YouTube videos and practicing in their family kitchen. Every failed attempt was a lesson. Every successful bar confirmed they were on the right track.

That learning process —slow, honest, obsessive— is the same spirit that defines Chocolates Sero today: chocolate made with intention, from bean to bar.

A model with real impact

In Guatemala, 70% of cocoa farmers earn less than a dollar a day. Many cannot make a living from their production and are forced to sell their land. We wanted to be part of the solution.

Today we work directly with five cooperatives that bring together more than 300 small farmers who use environmentally friendly production methods. By processing and packaging the chocolate in Guatemala, we can pay them above-market prices—preserving their livelihoods and the biodiversity of their farms. We call this good cacao .

Why what we do matters

Each tablet you buy represents hours of work by a farmer who cares for his land, a processor who ferments and roasts with precision, and a team that believes Guatemala deserves to have world-class chocolate — made at home.

Welcome to Sero. Here, sophistication has its roots.

From Pod to Bar — Our Process

  • 1. The Beans

    We source fermented and dried cacao beans from our trusted partner farms in Guatemala — Aj Asipasm, Finca El Tesoro, Finca Kampura, and Finca Agua Blanca. Each origin brings unique flavor profiles shaped by its terroir.

  • 2. Fermentation & Drying

    Our partner farms carefully ferment the cacao beans for 5–7 days in wooden boxes, developing the complex flavor compounds that define fine chocolate. The beans are then sun-dried before reaching our workshop.

  • 🔥 3. Roasting

    Beans are slow-roasted in small batches at precise temperatures to unlock layers of fruit, earth, and chocolate notes unique to Guatemalan cacao.

  • 🍫 4. The Bar

    Refined, tempered, and molded by hand into every Sero bar. No additives, no shortcuts — just pure Guatemalan bean-to-bar chocolate with intention.

Rooted in Guatemalan Soil

Every Sero bar begins at one of our trusted partner farms in Guatemala's finest cacao-growing regions. We work directly with Aj Asipasm, Finca El Tesoro, Finca Kampura, and Finca Agua Blanca — communities and families who share our commitment to quality, transparency, and care for the land.

Taste the Story → Shop Our Chocolates

A Note from Our Founder

I started Sero with a simple belief: Guatemala's cacao deserves to be experienced, not just exported. Every bar we craft honors the farmers, the land, and generations of knowledge that make our chocolate possible. When you taste Sero, you're tasting a place and a purpose.