In today’s smart-phone, multi-app, warp-speed, hi-tech world, news is instantaneous and impactful, particularly when it involves tragedies. From the Boston Marathon bombings to the building collapse in Bangladesh, the images drive home the pain and anguish. 

Bernie Pacyniak

And yet, within all this sufferings, we often see human kindness surface to soothe the body and soul of those caught in the calamities. The outpouring of compassion, unfortunately but understandably, most often occurs within a short window. Life’s daily demands force most of us back into coping with less dramatic, but real and immediate challenges.

In this morning’s e-mail, I received word that Michel Cluizel Chocolates has entered into a partnership with Doctors of the World-USA to help save lines through the purchase of specially created co-branded boxes of chocolate.

If you haven’t tried Michel Cluizel Chocolates, I can only say it’s about time to cross that item off your bucket list. The Normandy, France-based artisan chocolate company traces its history back to 1948, when a young Michel Cluizel apprenticed in his parent’s newly opened chocolate shop.  

Its gradual expansion and growth — the company employs 200 employees and operates two retail shops, one in Paris and the other in Manhattan — has come from a passionate pursuit of fine cocoa beans, a pursuit that’s led them to produce some of the finest chocolates possible.

By teaming up with Doctors of the World-USA, Michel Cluizel Chocolates combines its passion for chocolate with philanthropy.  For every $6 round tin of chocolates as well as for every $56 box of chocolates purchased between April 30 and June 30, the company will contribute $1 and $10, respectively to Doctors of the World-USA.

Founded in France in 1980, Doctors of the World is an international humanitarian organization that provides medical care to vulnerable populations affected by war, natural disasters, disease, famine, poverty or exclusion.

During the past six months, the U.S. component has brought healthcare services to Rockaways residents in New York who were displaced or affected by Hurricane Sandy. As expected, the docs (most of whom love chocolate, I understand) are pleased with the partnership.

“We believe that together, we can make a difference and build a healthier world,” says Henry Chang, executive director of the organization. “The money raised over these two months will help us not only provide medical care, but ensure long-lasting effectiveness.”

I realize that tying a percentage of confectionery sales to charitable causes isn’t a new thing. But it’s something we should not take for granted, either. Now, more than ever, it’s clear there’s a greater chasm between the haves and have-nots. To further aggravate the divide, tragedies have a knack of finding the have-nots more often than the haves.

Consequently, I believe it’s important to recognize confectionery companies who make a commitment to supporting those in need, even if it’s on a limited-time basis. Confections have always been regarded as one of life’s little pleasures. But they taste so much better when they help ease someone’s pain.