Flavour is a critical facet of cocoa quality, impacting to a large extent the value and end use of traded cocoa beans. This chapter provides a road map towards bridging the knowledge gap that currently exists between industry and cocoa producers by defining approaches for analysing sensory and processing quality of cocoa. The chapter describes the quality criteria for cocoa being developed and communicated to cocoa farmers around the world with varying levels of depth, clarity and consistency into one harmonised and pragmatic approach. It links quality with the genetic expression of flavour potential and is informed by existing recognised international standards, experiences and recent research output. The chapter also highlights the evolution of sensory evaluation as a science and the use of physical and sensory evaluation as a tool to drive improvements in the cocoa value chain.