Feedback: Launching our official website

Is there any vital reason for which you display a sign-up pop-up while I'm scrolling down the page? It breaks the flow of information and made me close the tab instantly.

The whole page seems a bit chaotic content-wise. Images are not the best quality, for example chocolate photo seems a bit pixelated. Content itself throughout the page looks a bit thrown-in, like the "Did you know Ecuador produces the BEST CHOCOLATE in the World? Reserve Yours Now!" section is near enough overflowing from it's container.
I'd focus on communicating exactly what your values are from the very beginning. Who are you, what do you care about, why should I be interested? The current hero section (top) is not coherent with the rest of the page.
I see you're using Shopify, and I'm assuming it's a template, so without the headache of actually coding the page yourself, you have an opportunity to create something really special.

Pretty good. I'm not sure about the black background though. Most CRO experts would tell you that a white background converts better.