Dennis van Essen founded The Highfive Company in 2014 with the purpose of developing the European market for Taza Chocolate. Since then other premium American Craft Chocolate brands have been added to the portfolio and The Highfive Company has developed into one of the main distributors of bean-to-bar origin chocolate in the Netherlands and other European countries. The Highfive Company actively promotes Origin Chocolate and is initiator and organizer of chocolate tastings, the Secret Chocolate Lounge, masterclasses and retailer events.