Essentials | Good Taste Loco For Cocoa Spread joy with a sweet treat known for sparking smiles, serotonin and shared memories. By Rachel Zoch MENTION CHOCOLATE AND you’re likely to see pupils dilate and smiles erupt. While some people might be allergic or otherwise averse, few don’t love chocolate goodies of all kinds, from hot cocoa to candy bars to fine truffles. “It’s hard not to smile if someone gives you chocolate. At least it is for me,” says Laurie Aronoff, director of marketing for Goldner Associates, this year’s PPAI 100 No. 49 distributor. Chocolate also literally triggers warm, fuzzy feelings, thanks to the human body releasing endorphins, serotonin, dopamine and oxytocin – all the happy hormones – when we eat it. That’s just one of the many reasons chocolate and other sweets are a traditional holiday gift. Africa Studio / Shutterstock.com 16 • OCTOBER 2023 • PPAI
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