Samir Giha
Mr. Samir Giha serves as the Chairman of the International Cocoa Organization’s (ICCO) Working Group for Generic Promotion of Cacao, a role he has held since 2022. Appointed to lead this international initiative, Mr. Giha drives the global promotion of cacao by emphasizing its cultural, economic, and social significance. His leadership focuses on fostering equitable trade practices, amplifying origin-based storytelling, and expanding cacao’s presence in both emerging and mature markets.
Under Mr. Giha’s direction, the Working Group has prioritized transformative initiatives to elevate cacao’s global profile. He spearheads efforts to deepen consumer and industry awareness of cacao’s rich heritage and economic value, particularly for origin countries. By championing sustainable and fair trade practices, Mr. Giha ensures that cacao-producing nations are at the forefront of international policy and promotion. His strategic vision integrates origin-maker perspectives, bridging local expertise with global market demands.
A skilled convener, Mr. Giha excels in stakeholder engagement, forging impactful collaborations across public and private sectors. His work unites diverse voices—from farmers and producers to policymakers and industry leaders—to create a cohesive, inclusive approach to cacao promotion. Through his leadership, the ICCO’s Working Group continues to shape the future of cacao as a culturally vital and economically sustainable global commodity.