Chocolatiers = Re-melters?
Posted in: Opinion
Hi Brad, and Happy New Year,
For some reason, your post of several months ago escaped my attention, and in many ways I agree with you. It's fine to differentiate your products from those of your peers. Terrific and good for you -- I'm acapitalist, too. But you can learn to do the same thing without turning people off. Your passion for your chocolate comes through and I like that. But if you can make an elite chocolate and do so without elitism, and people will not only love your chocolate -- they'll love your company. The approachcan be made to beas easy to swallow as the chocolate, is all I'm saying.
As for Recchiuti, he does some nice things with chocolate,andsome of his bars are are very good, and I wouldn't want to have standards that are so incredibly high that I never eat anything but bean-to-bar. An analogy: do youforego buying a car until you can buy a Rolls? Of course not.
I absolutely agree with you on this: there are plenty of "chocolatiers" who probably make their stuff from Baker's chocolate or some such stuff,pretty it up with lots of interior decorating, and jack up the price. Big mistake, to be sure, and it does muddy the field for legitimate people. BTW --I actually DO seek out companies that make their own chocolate. (I'm with you about Lindt, and regarding Godiva, well, the empress has no clothes and hasn't had any for ages.)
Indeed, I actually tried to purchase SoChoklat online, but it would appear that you don't deliver to the US, because I couldn't arrange delivery anwhere but Alberta. Do you market here? If not, it's a bit like saying "we're the best anywhere, and you can't have any." See what you can do to sell some to us.
BTW -- I fully agree that a side-by-side tasting of several bars from one company is a great way to go. I've even done it first thing in the morning, as recommended by Chloe Doutre-Roussel. At first I thought the ideawas nuts, until I had bought some bars while on a business trip and I did the tasting one morning in my hotel room. I was blown away by the heightened acuity in my taste buds. I highly recommend the early morning tasting idea, but it's not for the faint of heart.