Premium chocolate brands taste sweet success
Despite a tail-off in luxury purchases during the downturn, Gulfood was buzzing for premium chocolate providers this year.
Valrhona consultant for the region Gérard Hugon noted: “Chocolate is a premium nowadays, so it’s not just about telling the consumers ‘this is chocolate’ — it’s about being able to tell them a percentage, tell them about the harvest, the beans’ origin.
“There has to be more information and greater transparency than in the past,” he asserted. “It’s almost like wine, or coffee, or cigars; you have to have tell the product’s story.”
Valrhona — distributed in the region through Chef Middle East — was promoting new ranges at the show, including ‘Andoa’ — an organic and fair trade blend with 70% cocoa.
“The organic market might young in this region, but we believe it is something that can hold additional appeal,” said Hugon.
Another premium chocolate provider getting tongues wagging at the show was Amedei, a renowned Italian brand that launched in the Middle East just a month ago.
Export manager Karin Mausser explained: “We are based in Tuscany, but of course we work directly with our producers in other countries — so they are in Venezuela, Jamaica, Grenada, Ecuador, Trinidad and Madagascar.
“In these six countries we have found some very rare cocoa varieties Criollo and Trinitario cocoa varieties, which are almost of the verge of extinction.
“To bring back this wonderful expression of cocoa, which is very delicate and difficult to cultivate, is very important for us,” she said. “Our ethos is all about specialist, focused, controlled production from bean to bar.”
Amedei’s chocolate bar No.9 — which won this year’s Golden Bean Award from the London Academy of Chocolate for best chocolate from bean to bar — was a popular element of the group’s stand.
“It is 75% with a blend of nine cocoa varieties, and it’s extremely delicate with a wonderful aromatic character,” said Mausser.
Amedei is being distributed in the UAE locally by Food Specialities.