The story of Baron Hasselhoff’s begins in with a specialty bakery in Golden Bay, where trained chef Clayton McErlane sold his confections at local markets. 

His journey to becoming a chocolatier began in 2012, when he made truffles for his whanau that Christmas. They loved them, he loved making them. Rumour has it that the Baron himself appeared to Clayton in a vision that very evening, and set history in motion. 

Sworn to the Cacao Illuminati’s binding code of secrecy, Clayton - the now Chief Chocolate Disciple - will never tell exactly how it happened. All we know is that after a few years, Baron Hasselhoff moved operations from a Golden Bay hole-in-the-wall to a boutique emporium in Wellington. It was in the big smoke that the focus shifted towards bean-to-bar craft chocolate using ethically- and sustainably-sourced ingredients. 

A decade on, and now the team of disciples have a heaving trophy cabinet and bulging scrapbook of awards to prove they’re the real deal. Success is nice, of course, but what’s really nice is doing business the right way. Guided by the Cacao Illuminati’s ironclad tenets, the Disciples are committed to a life of being Good Craft People by putting ethics and sustainability first; working with likeminded craftspeople to make and sell their products; and looking after the people and communities who surround them. 

Baron Hasselhoff’s dream team is now led by husband and wife, Clayton McErlane (Chief Chocolate Disciple) and Erin Todd (Chief Everything Else Officer). They are joined by Steve (Chocolatier Disciple), Erika and Geronimo (Packaging & Distribution Disciples).