09/10/31 2009 New York Chocolate Show Conference-Tasting: Californian Chocolatiers Conference Conference Conference Conference- - -Tasting Tasting Tasting Tasting on Californian on Californian on Californian on Californian Chocolatiers Chocolatiers Chocolatiers Chocolatiers Lauranie, Esprit Chocolat
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09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
ConferenceConferenceConferenceConference----Tasting Tasting Tasting Tasting on Californian on Californian on Californian on Californian ChocolatiersChocolatiersChocolatiersChocolatiers
Lauranie, Esprit Chocolat
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
• Numbers of unlucky miners trying to find gold abandoned Californian soils and decided to discover their neighbouring countries.
• Cocoa plants already existed in Mexico, in Costa Rica or even in Nicaragua
• « One of the citizens came out to meet us and escort us to his house, where a beautiful supper was ordered for us consisting of tortillas, biscuits and huevos with the most delicious chocolate I ever tasted » Charles Ross Parke, Dreams to Dust, A Diary of the Californian Gold Rush
A historical link with cocoa and chocolate A historical link with cocoa and chocolate A historical link with cocoa and chocolate A historical link with cocoa and chocolate
• 1848: Domingo Ghirardelli, understanding miners need something to spend their gold in, decides to launch into business and opens his first grocery store
• 1850: opening of an hotel and a shop in San Francisco
• 1852: the Ghirardelli Chocolate Company was born
• 1866: 1,000 p of imported cocoa beans
• 1885: 450,000p of imported cocoa beans
The Gold Rush and The Gold Rush and The Gold Rush and The Gold Rush and itsitsitsits consequencesconsequencesconsequencesconsequences
• 2005: Creation of her first brand Xocoatl• 2007 : Creation of Caxao Chocolates“In my personal journey and education, learning from great masters was a must, that’s why once I had the opportunity to travel to France, training with one of the best pastry chefs and chocolatiers, such a Pierre Hermé, became a obsession”
An An An An authenticauthenticauthenticauthentic connectionconnectionconnectionconnection
• Being a Mexican, it was natural for Beatriz to work with a raw material from her native country and to make of it a sweet she could offer to her adoptive country
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
Food trends in CaliforniaFood trends in CaliforniaFood trends in CaliforniaFood trends in California
TwoTwoTwoTwo main main main main movementsmovementsmovementsmovements
• The Raw Food Movement
• Initiated at the beginning of the 20th century in the American West
• 1984: Leslie Kenton re-launches the movement in Raw Energy – Eat Your Way to Radiant Health, recommending sprouts, cereals, seeds based meals and fresh vegetables juices
• The hippie movement in the 1970s and 1980s also promoted a return to safe food
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
Food trends in CaliforniaFood trends in CaliforniaFood trends in CaliforniaFood trends in California
TwoTwoTwoTwo main main main main movementsmovementsmovementsmovements
• The Farmers Market Movement
• A double target: bring the producer closer to the consumer and allow farmers to be more competitive
• 1977: end of restrictions on farmers due to (thanks to) production surplus
• Fresh products become accessible to consumers but also chefs in restaurants
• Chocolate makers like Scharffenberger and Recchiuti start to source some of their products on the Farmers Markets
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
TastingTastingTastingTasting fromfromfromfromPeter Peter Peter Peter BrydonBrydonBrydonBrydon, , , , BarloventoBarloventoBarloventoBarlovento
Oakland, CAOakland, CAOakland, CAOakland, CA
San Francisco Bay Area: the artisansSan Francisco Bay Area: the artisansSan Francisco Bay Area: the artisansSan Francisco Bay Area: the artisans’’’’ kingdomkingdomkingdomkingdom
• 2006: Peter Brydon and his wife launch Barlovento Chocolate after a career in printing
A state of A state of A state of A state of mindmindmindmind
• Use of natural and regional products. The lemon used in his Meyers Lemon Zest dark ganachecomes from his clients’ gardens « I started working with chocolate because of the organic dried cherries I found at my local Farmers Market. If I had not found those dried cherries ( moist, glossy, excellant flavor ) I wouldnot be a chocoltier today. (…) For our Meyer Lemon Zest we take the concept a step furthur. Wesource all our lemons from our customers at the Farmers Markets »
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
United States Annual consumptionUnited States Annual consumptionUnited States Annual consumptionUnited States Annual consumption
Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption –––– United States United States United States United States
FiguresFiguresFiguresFigures
2007: 12p/ people (4th place) >>>> Datamonitor’s prediction for 2010: 14p
Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption –––– United States United States United States United States
TrendsTrendsTrendsTrends
• Highest focus on nutritional facts
• Search of affordable luxury products
• Treat oneself in a stressed economic situation
• New designations of products “Premium chocolate”, “ Gourmet chocolate”
• Highest rate of “Premium” chocolate consumers in the Western regions
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption Evolution of chocolate consumption –––– California California California California
Figures and TrendsFigures and TrendsFigures and TrendsFigures and Trends
• In 2004, 136 chocolate factories in California vs 122 in Pennsylvania
• “We've gone through a food revolution” John Scharffenberger
• A reputation of a « paradise for food snobs »
• A pragmatic explaination of the concentration chocolatiers: climate
California and Silicon Valley: when techies fall into gastronomyCalifornia and Silicon Valley: when techies fall into gastronomyCalifornia and Silicon Valley: when techies fall into gastronomyCalifornia and Silicon Valley: when techies fall into gastronomy
• 2005: Timothy Childs, a former engineer on the Shuttle, founds Tcho Chocolates• Karl Bittong, serial chocolate entrepreneur. Opened several chocolate factories in the US.• Louis Rossetto, founder of Wired Magazine and web pioneer
A state of A state of A state of A state of mindmindmindmind
A A A A processprocessprocessprocess
• Uses of the web 2.0 tools : to create proximity through the whole process, from the producer to the final consumer
• Innovation and optimization of the equipments to limit maintenance and energy consumption and to focus on the product’s quality
The U.S. Market for Chocolate survey Premium Chocolate Confectionery – US- March 2007, Mintel International Group LtdConvenience store news April 2006
DatamonitorPatterns of chocolate consumption by Seligson FH,Krummel DA, Apgar JL
Nutrition and Food Safety Department, Hershey Foods Corporation, PA 17033.Am J Clin Nutr 1994 Dec; 60(6 Suppl):1060S-1064SChocolate and cocoa Products – SIC 2066
U.S. Department of Commerce (DOC).National Confectioners Association (NCA)Simmons Market Research Bureau dataResearch and Markets - http://www.researchandmarkets.com/reports/c84435
Chocolate ToursChocolate ToursChocolate ToursChocolate ToursTake a behind-the-scene look at the world of chocolate in Paris and receive advicefrom professionals on how to select and taste chocolate, or even make your own!
09/10/312009 New York Chocolate Show
Conference-Tasting: Californian Chocolatiers
After working for 6 years in the press & PR industry during which time she worked with several companies as a PR consultant, I created Esprit Chocolat, thus turning my passion into a career.
After a tour of cocoa plantations in Mexico followed by a fact-finding visit to the San Francisco Bay Area in 2006 to research new chocolatiers, I created Esprit Chocolat, a company specialized in the organization of chocolate tastings and chocolate tours.I currently work in partnership with top gourmet chocolate manufacturers in Paris, provincial France and overseas.
My primary ambition is to share my passion for chocolate as wellas doing my utmost to promote superior quality chocolate, made from raw materials cultivated with methods that respect the environment and the labour of individuals, and selected by manufacturers and chocolatiers themselves.
With my chocolate tastings and chocolate tours, I take you on a journey through a world of unsuspected pleasure and discovery.
Lauranie Nonotte, founder of Esprit ChocolatFormal training at the Université du Chocolat, Paris (IESA)
Training in Sensory Evaluation at the Centre de coopération internationale en recherche agronomique pour le développement (CIRAD), Montpellier
Secretary General of the Club des Amants du Chocolat de la Couronne Parisienne (ACCP)V