Post by Brad on Oct 28, 2008 1:19:24 GMT -5
Good Evening Everyone;
Over the past few months I've been asked 100's of times why I got into the chocolate business, when I've got so many other ventures.
The reason for all of you to know is that I absolutely despise being lied to. As consumers we place implicit trust in the retailer, believing what they tell us to be true.
However in the chocolate industry, it appears commonplace to deceive the consumer, and in some cases outright lie to them. For most of my life I believed that chocolatiers actually "made" the chocolate. Below is a quote in a press release about an Edmonton Chocolatier who, well.... I'll let you read this quote for yourself:
What sets Kerstin's Chocolates apart? Roos sources only the best single-bean aromatic varieties of Criollo cocoa beans from the world's top-end chocolate plantations in Venezuela, Ecuador and Madagascar. Then she transforms them into exquisite ultra-high quality milk and dark chocolate bars, creating innovative flavor combinations. Top sellers include a 72% dark Ecuadorian chocolate with cayenne pepper, a 64% Madagascar dark chocolate with Italian candied oranges and pistachios, and a 49% Venezuelan dark milk chocolate sprinkled with Maldon sea salt crystals. Kerstin's chocolates are made by hand, quality control is very high, and because they are made locally, they are a uniquely fresh, premium product.
Truth be told, Kerstins chocolates DOESN'T make chocolate from cocoa beans. I know because I called the store, and also sent them an email asking if they did. The reply I got was that they import chocolate, add spices and flavoring to it, and then sell it as their chocolate.
In fact they contacted ME about the possibility of doing business together!
In another case one customer entered my shop last week, insisting that another chocolatier made their own chocolate, and that I was wrong. I had to actually call that shop on the spot, and with the phone on speaker, get the sales clerk to admit that they don't in fact import the beans and make their own chocolate. Even then, he was so coy about how he answered the questions that I was beginning to doubt myself, until I asked the ultimate question: "How do you winnow your beans?" He had no clue what I was talking about, and then proceeded to disclose that they use big tempering machines to melt, mix, and make their chocolate.
Duh......
Some people may think, "Well, who cares who makes it as long as it tastes good."
I've heard that too.
I've also heard that Mercedes and BMW are European. I wonder how long dealerships would last if they started importing those brands of cars, peeling off the decals and insignia, painting their own names on them, maybe adding a few flames, and bling, and then calling the cars "theirs"?
Oh Yeah.... I forgot... and then marking it up 300% and calling it an "artisan car".
For those of you who are making your own chocolate and calling it yours, I applaud your effort.
For those of you reading this who buy someone else's chocolate and use it for your confections, I ask only one thing: Be proud of your work, and be proud of the brand of chocolate you are using for your confections. There's absolutely nothing wrong with using someone else's chocolate..... until you mold it, put a bar wrapper on it, and call it yours.
Respectfully
Brad Churchill
www.SoChoklat.com
Over the past few months I've been asked 100's of times why I got into the chocolate business, when I've got so many other ventures.
The reason for all of you to know is that I absolutely despise being lied to. As consumers we place implicit trust in the retailer, believing what they tell us to be true.
However in the chocolate industry, it appears commonplace to deceive the consumer, and in some cases outright lie to them. For most of my life I believed that chocolatiers actually "made" the chocolate. Below is a quote in a press release about an Edmonton Chocolatier who, well.... I'll let you read this quote for yourself:
What sets Kerstin's Chocolates apart? Roos sources only the best single-bean aromatic varieties of Criollo cocoa beans from the world's top-end chocolate plantations in Venezuela, Ecuador and Madagascar. Then she transforms them into exquisite ultra-high quality milk and dark chocolate bars, creating innovative flavor combinations. Top sellers include a 72% dark Ecuadorian chocolate with cayenne pepper, a 64% Madagascar dark chocolate with Italian candied oranges and pistachios, and a 49% Venezuelan dark milk chocolate sprinkled with Maldon sea salt crystals. Kerstin's chocolates are made by hand, quality control is very high, and because they are made locally, they are a uniquely fresh, premium product.
Truth be told, Kerstins chocolates DOESN'T make chocolate from cocoa beans. I know because I called the store, and also sent them an email asking if they did. The reply I got was that they import chocolate, add spices and flavoring to it, and then sell it as their chocolate.
In fact they contacted ME about the possibility of doing business together!
In another case one customer entered my shop last week, insisting that another chocolatier made their own chocolate, and that I was wrong. I had to actually call that shop on the spot, and with the phone on speaker, get the sales clerk to admit that they don't in fact import the beans and make their own chocolate. Even then, he was so coy about how he answered the questions that I was beginning to doubt myself, until I asked the ultimate question: "How do you winnow your beans?" He had no clue what I was talking about, and then proceeded to disclose that they use big tempering machines to melt, mix, and make their chocolate.
Duh......
Some people may think, "Well, who cares who makes it as long as it tastes good."
I've heard that too.
I've also heard that Mercedes and BMW are European. I wonder how long dealerships would last if they started importing those brands of cars, peeling off the decals and insignia, painting their own names on them, maybe adding a few flames, and bling, and then calling the cars "theirs"?
Oh Yeah.... I forgot... and then marking it up 300% and calling it an "artisan car".
For those of you who are making your own chocolate and calling it yours, I applaud your effort.
For those of you reading this who buy someone else's chocolate and use it for your confections, I ask only one thing: Be proud of your work, and be proud of the brand of chocolate you are using for your confections. There's absolutely nothing wrong with using someone else's chocolate..... until you mold it, put a bar wrapper on it, and call it yours.
Respectfully
Brad Churchill
www.SoChoklat.com