Business Daily – "Finding Peace Through Chocolate"

BBC World Service | Host: Rahul Tandon | Guest: Tareq Haddad (Peace by Chocolate)

Date: March 6, 2026

Overview

This episode of Business Daily features Tareq Haddad, CEO of Peace by Chocolate, whose family-owned chocolate business began in Syria in the 1980s, was devastated by the Syrian war, and ultimately reborn in Canada. The conversation covers generational resilience, the trauma and hope of forced migration, and the power of chocolate—and entrepreneurship—as instruments for healing, community-building, and peace.

Key Discussion Points & Insights

1. Family Origins and The Birth of Haddad Chocolate

• Tareq recounts how his father, Issam, a medical engineering graduate with no entrepreneurial background, was inspired at a cousin’s wedding to make chocolate, believing “chocolate makes everyone happy.”

  “No one eats chocolate will ever be sad." – Issam (via Tareq, 02:19)

• Despite lacking culinary skills (“you even don’t know how to make two fried eggs”), Issam became a renowned chocolatier in Damascus.
• The family, mostly professionals (doctors, lawyers), joined in building the business.

2. Childhood in a Chocolate-Making Family

• Tareq shares the reality of being the “official taste tester,” initially thrilling but eventually overwhelming.
• Describes chocolate as a universal symbol akin to music:

  "Chocolate that doesn’t know language, doesn’t know culture, doesn’t know background, doesn’t know faith. It’s very universal. It’s like music.” (Tareq, 01:39)

3. War and Forced Displacement

• The family lived in a multi-generational building (up to 60 relatives on separate floors):

  “In times of test, family is best.” (Tareq’s grandmother, 05:19)

• Vividly describes the terror of civil war—bombings, soldiers, the family huddled together in a basement.

  “You know, 60 members of my family stuck in a little tiny room in the basement… unable to go out for around five nights.” (Tareq, 06:02)

The Factory’s Fate

• Issam continued production during the war, insisting that people need happiness even more amidst conflict.

  “People need to be happier during a war more than the peacetime. Right?” (Issam via Tareq, 08:12)

• Ultimately, the factory was destroyed by an airstrike minutes after Issam evacuated.

  “Everything is gone, Everything is gone, Everything is gone.” (Tareq recalling his father’s reaction, 10:21 & 11:04)

4. Life as Refugees (Lebanon to Canada)

• The trauma of exile is central: uprooted family, depression, and disrupted futures.

  “My father was counting down to death, my siblings were out of schools, everyone was living in a depression that I really felt that they were not going to come out of it.” (Tareq, 13:51)

• Tareq frames hardship as a choice between “being a victim or a victor.”
• The resettlement application process was long and fraught; Tareq arrived first, later bringing his family to the small Canadian town of Antigonish, Nova Scotia.

5. Reimagining the Dream in Canada

• Originally, Tareq hoped to resume medical studies, but setbacks and a pivotal conversation (“60-70% of cab drivers in Toronto are immigrant physicians”) led him to pursue reviving the family business.

  “We did not come here to take jobs. We came here to create them.” (Tareq, 16:44)

• Major hurdles: language barriers, no credit history, cultural and climatic shocks.

Community Support as a Catalyst

• Local Antigonish residents rallied to help—providing labor, materials, interest-free loans, and support to build the new chocolate factory.

  “All the plumbers, every electrician in town, everyone who can help, they signed up… and showed up at our door and they were asking, how can we help you?” (Tareq, 18:08)

• Tareq describes the transformation and renewed spirit in his father and family as the business restarted.

6. The Chocolate and Its Message

• The Peace by Chocolate product line incorporates Syrian flavors (cherry blossom, apricot, pistachio, rose water) and launches “Peace Bars” to teach peace in many languages.

  “One piece won’t hurt, and peace is beautiful in every language.” (Tareq, 20:48)

• The company’s mission is to inspire good and champion peace through chocolate.

7. Reflections on Syria and Hope for the Future

• Tareq expresses optimism as Syria transitions under a new president, but acknowledges huge challenges and continuing hardships for people there, including his own relatives.
• The enduring connection to homeland is clear:

  "Even if we immigrated 10,000 km far away, the country still lives with us forever.” (Tareq, 22:41)

8. Giving Back and Overcoming Skepticism

• The man who once challenged Tareq with “why did you come here to take our jobs?” became the company’s first employee.

  “If you give people a chance, they’re going to give back. They’re going to give jobs.” (Tareq, 23:57)

• This transformation epitomizes the podcast’s theme of peace, resilience, and community integration.

9. Lessons in Entrepreneurship

• Tareq shares hard-won wisdom:
  1. Problems are rarely unique—others face the same struggles.
  2. Don’t fear the future.
  3. Embrace change.
  4. Don’t dwell on mistakes.

  "Really one of the most important things that businesses need to learn right now is the art of compassion." (Tareq, 25:39)

Memorable Quotes & Moments with Timestamps

• “No one eats chocolate will ever be sad.” – Issam (via Tareq), 02:19
• “In times of test, family is best.” – Grandmother, 05:19
• “Everything is gone, Everything is gone, Everything is gone.” (factory destroyed) – Issam/Tareq, 10:21, 11:04
• “People need to be happier during a war more than the peacetime.” – Issam, 08:12
• “You can be a victim or you can be a victor. It is absolutely up to you.” – Tareq, 13:51
• "We did not come here to take jobs. We came here to create them.” – Tareq, 16:44
• "Chocolate doesn’t know language… it’s very universal. It’s like music.” – Tareq, 01:39 & 19:52
• “If you give people a chance, they’re going to give back. They’re going to give jobs.” – Tareq, 23:57
• “One of the most important things that businesses need to learn right now is the art of compassion.” – Tareq, 25:39

Important Segments & Timestamps

• [01:04] – Introduction and background of Haddad family chocolate business in Syria
• [04:23] – Impact of Syrian civil war on the Haddad family and their business
• [10:21] – The destruction of the chocolate factory by airstrike
• [13:51] – Tareq describes his family’s lowest point as refugees
• [15:47] – Decision to relaunch the business in Canada and early community response
• [19:43] – Discussing universal appeal of chocolate and origin of Peace by Chocolate branding
• [20:48] – Launch of Peace Bars—message of peace in many languages
• [23:57] – The skeptic who became the company’s first hire
• [24:38] – Entrepreneurial hard truths and key lessons

Tone & Language

The conversation is warm, heartfelt, and candid. Tareq shares traumatic memories with resilience and optimism, frequently highlighting gratitude, community, and the universality of both trauma and hope.

Summary

Finding Peace Through Chocolate spotlights how the universal language of chocolate, combined with family strength and community support, helped transform tragedy into inspiration, bridging divides and healing wounds—one piece, and one Peace Bar, at a time.