As Switzerland’s chocolate industry prepares for the traditionally busy Easter season, there’s a palpable sense of unease in the air. The sector is grappling with soaring cocoa prices and the newly imposed US tariffs, creating a bittersweet atmosphere that threatens to impact its lucrative exports.
The Trump administration’s decision to impose a 31% tariff on Swiss goods—significantly higher than the 20% tariff faced by European Union exports—has sent shockwaves through Swiss chocolatiers, especially as the Easter rush approaches. At the Festichoc chocolate festival in Geneva over the weekend, many in the industry voiced their concerns, though the festival atmosphere remained upbeat.
Julie Jammes, marketing manager for Canonica, a Geneva-based chocolatier with stores in San Francisco, expressed her uncertainty. “We’re waiting a little longer, but it’s clearly a shock for us,” Jammes said. This cautious wait-and-see approach mirrors Switzerland’s broader response to the tariffs. While the Swiss government acknowledges the impact of these increased trade tensions, it has refrained from immediate countermeasures. The government also warned that the tariffs could make imports from the U.S. more expensive and further strain the economy.
The U.S. is Switzerland’s second-largest trading partner after the European Union, and trade between the two has quadrupled over the last 20 years. Despite the tariffs, the Swiss government emphasized that it abolished all industrial tariffs on January 1, 2024, allowing most U.S. goods to enter Switzerland duty-free.
However, the higher tariffs on Swiss chocolate exports to the U.S. remain a concern. Swiss chocolate producers, including the Swiss chocolate industry association Chocosuisse, expressed disappointment over the new measures, especially since the U.S. is a key market for their products. “It is completely incomprehensible that Switzerland is targeted by these tariffs,” said the association, noting that it represents a severe blow to exports and could result in higher prices for U.S. consumers.
At the Festichoc festival, attendees enjoyed the festive chocolate displays, but Jammes acknowledged the financial strain that could arise for American consumers. “I don’t see why I would pay $45 for a box of chocolates tomorrow when I could pay $30 today,” she said, reflecting the growing concern that the price hikes could drive away customers.
The impact of the new tariffs is further compounded by a sharp rise in cocoa prices over the past six months. Geneva chocolatier Philippe Pascoet lamented that U.S. regulations, already strict due to sanitary controls, have made it even more difficult for smaller producers to maintain a presence in the American market. “It’s always been complicated to send chocolate to the United States. Even people who ordered from us online found their packages blocked at customs,” he said.
Despite these challenges, Swiss chocolatiers remain hopeful, with many relying on their loyal U.S. customer base to weather the storm. However, with high tariffs and escalating cocoa prices, the future of Swiss chocolate exports to the U.S. remains uncertain. The industry is now left to navigate the complexities of the new trade landscape, hoping to preserve its position as a global chocolate leader.
