In this interview, Juan Carlos Garavito shares his journey from an international career in economics to founding Moxē, a Colombian chocolate venture focused on social and environmental impact. Inspired by IESE’s GEMBA program, which broadened his global perspective, Garavito set out to support local communities by producing sustainable, fair-trade chocolate. His work contributes to Colombia’s “crop of peace” initiative, paying farmers premium prices and supporting Amazon reforestation. His advice for future entrepreneurs? “Connect with other entrepreneurs and build meaningful networks.”
Tell us a little bit about your background and how you got to where you are today?
I am Colombian, but I have lived many years outside my country, mainly here in Spain, which I consider my home. I am an economist from the Carlos III University of Madrid and have had the opportunity to study and work in other places such as Switzerland and England. My professional experience has been very varied, from the private to the public sector, and all this helped me to find a business that combines two of my passions, business and helping people.
How did IESE’s GEMBA program contribute to in your journey as an entrepreneur?
I have had opportunities to study in several universities and business schools, and I can say that the most complete program I have done is the GEMBA, which not only strengthened my technical knowledge but also opened my mind to think globally and be able to generate an impactful business.
What drove you to become an entrepreneur?
I come from a country with many needs, and I’ve always wanted to do something that could make a meaningful impact. One day, the idea of entering the chocolate business came to me. Chocolate seemed like the perfect sector—it offered the opportunity to positively impact communities while benefiting from the growing demand for dark chocolate and its many advantages.
With these ideas in mind, I spoke to a good friend who is now my business partner, and together we embarked on this exciting journey called Moxe.
When you have a strong idea in mind, you will always find a way to bring it to life.
Tell us about your entrepreneurial venture.
Moxē, besides being a dream, is a food company, dedicated to selling to the world high-quality chocolate (Bean-to-Bar) grown and manufactured entirely in Colombia, in a fair, transparent, and sustainable way.
Looking ahead, what do you believe will be the key trends shaping sustainable and fair trade business in the near future?
Many trends are emerging, but I am focused on what we are doing in our company: creating a triple-impact business model that not only seeks significant economic gains but also generates social and environmental benefits.
In our case, we are working closely with various cocoa associations, visiting them, and exploring ways to improve their living conditions. It’s important to note that in Colombia, the cocoa sector has been declared the “crop of peace” due to its transformative potential in the process of replacing illicit crops. Currently, we are paying farmers a premium for their certified organic cocoa, which also helps maintain the land in better condition.
On the environmental front, we are collaborating with an institution dedicated to reforestation efforts in the Amazon, called Amazonia Emprende. A portion of our sales goes toward supporting this organization.
How has the IESE entrepreneurship ecosystem supported your journey?
Relationship with teachers, and staff who have helped us to give visibility to the company, but above all with the IESE alumni.
Q: What advice would you give to current IESE students or anyone considering the entrepreneurship route?
Talk about it, connect with other students who have been entrepreneurs and if you want… call me for sure I could give you some advice or at least have a good conversation.
Thank you Juan Carlos. Now, for the speed round:
Q: What do you do in your free time?
A: Travel, Music, Books, Friends.
Q: If you had to describe yourself in three words, what would they be?
A: Kind, crazy, fun.
Q: What are you reading, watching, or listening to these days?
A: La última función de Luis Landero.
Q: Something that makes you happy?
A: Time with my friends and family.
Q: Favourite place?
A: Madrid.
Q: What is the most important lesson you’ve learned in life so far?
A: Be kind.