AVPA 2025 Roundup | #PSC 166
Episode 166 of #PodSaveChocolate features an interview with Philippe Juglar, the president of AVPA – the Agency for the Valorization of Agricultural Products, located in France.
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Overview - Episode 166
At the recent edition of the Salon du Chocolat in Paris, the winners in the 5th edition of AVPA’s 2025 Chocolates Processed at Origin competition were announced.
My guest for this episode of PodSaveChocolate is Philippe Juglar, the president of AVPA. The topics to be discussed are around their Chocolates Processed at Origin competitions – the what, the why, the how, and the who.
All of the information about the upcoming 2026 competition (the 6th edition), plus a link to the 2025 winners, is on this page.
What Is the AVPA?
The Agency for the Valorization of Agricultural Products (AVPA), is a non-governmental, non-profit organization, composed primarily of producers and taste enthusiasts.
The association’s goal is to enhance the value of agricultural products and to recognize the excellence of some producers, too often forgotten in the midst of mass marketing.
AVPA works to raise consumer and distributor awareness of the real value of agricultural production. It therefore provides producers with means of genuine local and international recognition. It supports and organizes training and programs involved in the awakening of consumer interest and professional ability.
Founded in 2005, AVPA is in constant contact with over 10,000 producers in 50 countries. It now has about 1000 active members on 5 continents, mainly farmers. Its Office (production, trade and gastronomy producers, and practitioners), its Juries (technicians, chefs, taste professionals and Q-graders), and the personalities who support it are all volunteers.
What Makes AVPA Competitions Unique?
The unique element of AVPA’s Processed at Origin competitions is that both the agricultural product (cocoa, coffee, tea, etc) and the finished product MUST come from the same producing country.
AVPA is also unique in the fact that competition entries are only accepted from paying members.
Less obvious, but also very important, is that judging is very Franco-centric. There are language and cultural considerations at play when selecting jury members.
This is no different, really, than ICA preferring judges who’ve taken IICCT training.
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Clay Gordon
Clay Gordon
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