Chocolatiers = Re-melters?
Posted in:
Opinion
I think, Brad, that the terms we use speak to the level of commitment and personal knowledge of the industry.As discussed in our personal conversation, I would never claim to make chocolate. Because it would be like saying I could do your triple by-pass on Sunday afternoon. But of course, people always say...'she makes chocolate' or 'wow you make chocolate?'. I always clarify, but some might consider it a competitive advantage.Misrepresentation in marketing is not new. Especially in the food industry. Seen a White Spot ad lately, Tuscany? Really? or Kentucky Fried Chicken... not from Kentucky... possibly not chicken. Insofar as chocolatier-ing I think one's personality would dictate whether this misrepresentation or misleading would be appropriate. I find the attention scary, but some people thrive on it and I can see why they would run with the ball - though Im not condoning it.I applaud your efforts in educating the public, and I think it's important for us all to continue in this vein... Whether or not chocolate will go the way of wine is unknown, but education is certainly the key. People are more interested than ever in where their food is coming from. Some are more interested in the processes by which it is harvested and transported. There seems to be a market for all of it, and once tapped in to that market, you've taken care of yourself and your customers.