I haven’t tried this version, but Barry’s mother has made the one using cocoa instead of chocolate. That version is simpler to make and still incredibly moist and delicious. The beets disappear; you won’t even know they’re there.
2 C sugar
2 C flour
1/2 t salt
2 t baking powder
1 t baking soda
3-4 oz unsweetened chocolate
4 eggs
1/4 C oil
3 C shredded beets
Heat oven to 325. Grease 2 9-inch pans. Whisk dry ingredients together. Melt chocolate slowly, cool, and blend with eggs and oil. Combine dry mixture with chocolate mixture, alternating with beets. Pour into pans. Bake until fork is removed cleanly from center, 40-50 minutes.