For more than 3,000 years, the Maya held Cacao as sacred — a gift from the gods, currency of the cosmos, heart of ceremony. Here's what made her holy. And why that tradition is still alive in the highlands of Guatemala.
Before any brand named itself after her. Before any wellness trend claimed her. Before the word "ceremonial" appeared on a single package — Cacao was already holy.
The Maya didn't call her holy as a marketing move. They called her holy because she opened something. In the heart. In the room. In the relationship between a person and the living world around them.
This piece is about a plant with 3,000 years of sacred history. And what it means to honor that history in a cup.
A Mayan cacao ceremony is a ritual practice in which ceremonial-grade cacao is prepared and consumed with intention — typically in community, with prayer, music, or meditation — as a way of opening the heart, honoring ancestors, or marking a life transition.
In Mayan tradition, Cacao was not a daily beverage. She was offered at births, deaths, marriages, and harvests. Consumed by priests before divination, by warriors before battle, by royalty as a mark of divine favor. The drink was prepared as xocolatl — a bitter, frothy, often spiced mixture ground on stone metates and poured between vessels to build a thick foam on top.
Cacao wasn't just consumed in ceremony. She was the ceremony.
When the Swedish botanist Carl Linnaeus classified cacao in 1753, he named the plant Theobroma cacao. Theobroma comes from the Greek: theos (god) + broma (food). Food of the gods.
He wasn't being poetic. He was recording what the people who grew her had known for millennia.
In the Mayan creation story — the Popol Vuh — Cacao appears among the sacred foods the gods used to form the first humans. Madre Cacao. The feathered serpent deity Kukulkan is said to have given her to humanity as a gift from the divine. In some accounts, cacao trees grew in the four corners of the universe, each a different color, connecting the earthly and the celestial.
Cacao beans were so revered they served as currency across Mesoamerica. You paid for things with cacao. You prayed with her. You drank her at the altar and buried her with your dead.
Archaeological analysis published in the Journal of Archaeological Science has identified cacao residue in ceramic vessels dating to 600–900 CE in Belize, with earlier evidence found in vessels from as far back as 1900 BCE — centuries before Europeans arrived in the Americas.
Stone-ground. Fire-warmed. Poured from one vessel to another, sometimes from a great height, to build a thick foam that sat on top of the drink like a cloud.
Cacao in Mayan culture was consumed:
The range of uses tells you something the Maya had worked out long before any lab confirmed it: Cacao changes the body's chemistry in ways that invite a different kind of attention. Slower. More present. More open to what's already there.
The Mayan reverence wasn't blind faith. It was observed, refined, passed down through generations of direct experience with this plant.
Here's what she contains — and what it feels like:
Theobromine — a mild stimulant and vasodilator that gently increases blood flow and opens the cardiovascular pathways. Unlike caffeine, theobromine works slowly and sustains. No spike. No crash. Instead of a jolt, try a hug. The name comes from Theobroma — the plant genus — and the etymology runs full circle.
Anandamide — named after the Sanskrit word ananda (bliss). Anandamide is an endocannabinoid the human body produces naturally. Cacao contains it directly, and also contains compounds that slow its breakdown — meaning the feeling stays longer. People describe it as warmth behind the sternum, a quiet opening. This is biology, not marketing.
Magnesium — cacao is one of the highest plant-based sources of magnesium, a mineral that supports the nervous system, muscle relaxation, and cardiovascular function. Many adults are chronically magnesium-deficient. Cacao replenishes what the stressed body burns through.
PEA (phenylethylamine) — sometimes called the "love chemical." A neuromodulator associated with focused attention and mood elevation. Also what the brain releases when falling in love.
Ceremonial-grade cacao — minimally processed, single-origin, full-fat — delivers these compounds at much higher concentrations than commercial chocolate, which has been deodorized, alkalized, and separated from the cacao butter that makes absorption possible.
The Maya were working with all of this before any of it had a name.
Cacao is native to Mesoamerica. Guatemala is not just where she grows — it's where the ceremony tradition has never stopped.
Lake Atitlán sits in the western highlands of Sololá, surrounded by three volcanoes and the communities of the Tz'utujil and Kaqchikel Maya peoples. At roughly 1,565 meters above sea level, the lake and its shoreline villages are among the most biologically and culturally distinct places in the hemisphere.
It is here — in a village called Tzununá on the western shore — that Holy Wow Cacao was born.
The cacao comes from four Guatemalan family farms: Suchitepequez on the Pacific coast, Rio Dulce in the lowland jungle, Alta Verapaz in the cloud forest highlands. Each origin has its own character — shaped by soil, altitude, rainfall, the particular hands that tended her.
In Tzununá, a women's collective called Las Manos de la Tierra processes the cacao: fire-roasting, hand-peeling, stone-grinding. Methods that are deliberately traditional. Not for marketing purposes. Because the old ways produce something the industrial process cannot.
"The fire changes it. You can taste the difference between cacao that was machine-processed and cacao that was tended by human hands over an open flame. One of them has a soul." — Matt Chandler, founder of Holy Wow Cacao
That soul — the terroir of the plant, the care of the hands — is what ceremonial grade means when it means something.
Ceremonial grade is not a regulated term. No governing body certifies it. This has opened the door to cacao marketed as ceremonial that is little more than lightly processed commercial chocolate with a premium price tag.
What ceremonial grade should mean:
| Criterion | Ceremonial Grade | Commercial Grade |
|---|---|---|
| Processing | Minimal; stone-ground or traditional | Industrial; alkalized, deodorized |
| Cacao butter | Intact; full-fat paste or block | Typically separated |
| Origins | Single-origin or named farm | Multi-origin blend |
| Additives | None | Often lecithin, sugar, vanilla |
| Theobromine | Higher (traditional roasting preserves it) | Lower (industrial processing reduces it) |
| Appropriate dose | 25–42g for full ceremony experience | Not appropriate at ceremonial doses |
When you sit with a full ceremonial dose — 25 to 42 grams of full-fat, single-origin, traditionally processed cacao dissolved in warm water — you notice. The heart opens gently. The body warms. Attention sharpens without the edge of caffeine. Something behind the sternum softens.
That's Her. That's what the Maya were working with.
You don't need to perform a ritual to honor what Cacao is. But intention transforms the experience.
What you'll need:
The preparation:
There is no ceremony you need to perform correctly. She does most of the work.
Cacao is considered holy in Mayan tradition because she was believed to be a gift from the gods — specifically associated with the feathered serpent deity Kukulkan. She appears in the Popol Vuh (the Mayan creation story) as one of the sacred foods used to form the first humans, and she was offered in birth, marriage, death, and divination ceremonies for thousands of years. Her biochemistry — theobromine, anandamide, magnesium — produces measurable effects on the heart and nervous system that ancient practitioners recognized as a sacred opening.
Ceremonial cacao is minimally processed, full-fat cacao paste made from single-origin beans — closest to how the Maya prepared her. Regular chocolate has been industrially processed: alkalized to reduce bitterness, deodorized to standardize flavor, separated from its cacao butter. Ceremonial-grade cacao is consumed at much higher doses (25–42g) and contains higher concentrations of theobromine, anandamide, and magnesium than commercial chocolate.
Cacao ceremonies originate in Mayan and broader Mesoamerican spiritual traditions. Contemporary cacao ceremonies vary widely — some are explicitly rooted in indigenous lineage and held by practitioners from those communities; others are secular or inter-spiritual, using cacao as a tool for meditation, intention-setting, or community gathering. Both are real. What matters most is that the lineage is acknowledged and the plant is treated with respect.
Deeply bitter — earthy, fruity, or floral depending on origin — with a richness that comes from the intact cacao butter. Not sweet. What experienced drinkers describe as a presence: a body and weight that commercial chocolate, stripped of its fat and alkalized, simply doesn't have. It tastes like something that's been somewhere.
Yes — and you don't need training or ritual expertise. What you need is intentional preparation, quality cacao, and a willingness to slow down. Many people develop a simple daily or weekly practice: prepare the cacao carefully, sit quietly, drink with awareness. The Mayan tradition made room for both communal ceremony and private practice. Come exactly as you are.
Cacao has been holy for a long time.
She was holy before she was a trend. Before she was a product. Before anyone thought to put her in a category.
What Holy Wow Cacao tries to do — in Tzununá, in the sourcing from Suchitepequez and Rio Dulce and Alta Verapaz, in the hands of Las Manos de la Tierra — is keep that holiness intact. Not as a marketing claim. As an actual commitment to the plant, the place, and the people who tend her.
We currently have cacao available — sit with the Holy Wow →
With love,
Holy Wow Cacao
Las Manos de la Tierra
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When you buy a block of Holy Wow Cacao, you're not just buying chocolate. You're participating in a chain of conscious exchange that starts on the shores of Lake Atitlán, Guatemala — touching family farms, a women's collective, children in school, clean water, and healing. This is where your money goes.
