Chocolate dipped strawberries and heart shapped chocolate boxes are ready to be purchased at Schakolad Chocolate Factory on February 13, 2009 in Davie, Florida. 
Chocolate dipped strawberries and heart shapped chocolate boxes are ready to be purchased at Schakolad Chocolate Factory on February 13, 2009 in Davie, Florida.  - 
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Marketplace

Valentine's Day is a month away, but stores have been hawking hearts and stuffed animals since the day after Christmas. But lest you forget, here's a friendly reminder that the holiday is actually about showing your appreciation for the one you love ... by giving them chocolate. 

But is our increasing demand for chocolate, paired with a shortage of resources to grow it, endangering the sweet treat? Mark Schatzker thinks so. He's a contributing writer for Bloomberg Pursuits magazine, and author behind "Chocolate: can science save the world's most endangered treat?"

Click the media player above to hear more.

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Follow David Brancaccio at @DavidBrancaccio