Lecithin substitute
Posted in:
Opinion
Hi Brad,
I appreciate your answer, but I still disagree... 
Keep in mind that I'm not a chocolate producer, I'm just an importer who decided to sell in Australia one of the best chocolate produced in the world, and this is not my definition but is the result of many awards like the Grand Prix of Chocolaterie in Paris, the Olympics of Food in Berlin and IKKA Contest in Salzburg, and of course the Salon du Chocolate.
I'm not saying that chocolate produced with soy lecithing is necessarily a worst product, just that... it's not chocolate how we are used to make it. And we can't hide the fact that many chocolatiers simply use soy lecithing because it's a cheaper and easier way to obtain certain results.
Of course every market is different, and the American market (where the chocolatier I'm talking about is very well appreciated) is certainly different compared to Italy, Belgium or France. But sometimes customers need to be educated to appreciate a better quality product, and even the American market is starting to buy much more dark chocolate compared to the past, thanks to a few Tuscan chocolatier that started to produce milk chocolate up to 70% of cocoa, too (without soy lecithin).
You say the market is the king, and until there will be people in USA willing to spend $250 per kg for our pralines I'm happy to sell this brand... But at the same time I agree more with a business plan who privilege the quality to the quantity and the profit, money is important but not paramount. Lindt is making much more money with their chocolate than the chocolatier I'm talking about, but he would not switch his position with the bigger stockholder of Lindt even at gun point.
