North American chocolates contain wax so that bars, confections and boxed chocolates can withstand warmth and last on the shelves. More importantly, they can be shipped during the summer when temperatures exceed 40 degrees Celsius, at which point natural chocolate tends to melt. In Europe the industry is well equipped with in-store retail display coolers and chilled trucking to ship the product. Donnateli, realizing that distribution was a problem, instead opened up a direct factory in Niagara Falls so that he begin to sell his superb, sweet chocolate.