Innovation & Inspiration: Callebaut’s Chocolatier Event 2024
We had the pleasure of attending Callebaut’s first Chocolatier Event since 2019, and it was a whirlwind of ideas, inspiration, motivation, and even a sneak peek at some new product development.
by Lyndsey Hall
Callebaut’s Chocolatier Events are famous throughout the industry for being incredibly inspiring and valuable days, with a combination of informative speakers and useful demonstrations from expert chefs. It’s also a fantastic opportunity to network with other artisans, catch up with familiar faces and connect with fellow chocolatiers. It’s a day out of your business that will have you rushing back to the kitchen filled with ideas and excitement to try out new techniques!
The event opened with an introduction by Steve Lewis, Sales Director of Gourmet UK & Ireland at Barry Callebaut Group, who had the honour of playing Master of Ceremonies for the day. Steve then invited Managing Director of Barry Callebaut UK & Ireland, Jeff Paps onto the stage to welcome everyone, before introducing the first guest speaker of the day.
The Future of Food Trends
Food Futurologist, Dr. Morgaine Gaye, previously spoke at the 2019 Chocolatier Day, predicting a global pandemic that we now know would turn out to be COVID-19. With that accolade under her belt, we knew we were in for a gripping and fascinating presentation!
By studying history, nature and cultural theory, Dr. Gaye predicts emerging trends and supports brands with new product development and marketing. And her vision was definitely eye-opening! As a result of the disruption of the last four years, Dr. Gaye predicts that the younger generation will tend more toward bitter flavour profiles, natural ingredients and a variety of textures. The use of cacao waste products, such as the pulp and juice (or in the case of Wholefruit chocolate, absolutely everything!), has been increasing in recent years, and this is set to continue picking up speed, according to Dr. Gaye.
The new nostalgia trend is one that Gen Z have really leaned into, even feeling a fondness for time periods they never experienced, which will lead to a rise in Victoriana (something we’re already seeing with the popularity of ornate Lambeth cakes on social media). Rather than time or meals, in the near future our daily lives will be punctuated by mindful moments, such as a cup of tea or coffee and a sweet treat, which is great news for food and drink businesses.
As an antidote to the darkness of the pandemic years, Dr. Gaye predicts that textures will be fluffy, soft and comforting, with air becoming a key ingredient. If you haven’t tried aerating your chocolate fillings yet, now’s the perfect time. Decorations will become more ornate and elaborate, with blue being a popular colour, as long as it’s completely natural. (Stock up on our E Free, Non-Azo blue food colouring products!)
Dr. Morgaine Gaye’s forecast for the next few years in food trends was absolutely fascinating and we’re excited to see how chocolatiers and bakers interpret these ideas and apply them to your new product ranges!
Building Strong Foundations
Next up was John Kelly, Managing Director of the Cocoa Horizons Foundation, who shone a light on the hard work the foundation is doing with farmers and their communities in Ghana and Cote d’Ivoire.
Kelly described the challenges the foundation is facing, including child labour, underinvestment in the farms due to lack of income, and the rising price of fertiliser as a direct result of the war in Ukraine. All of these factors, as well as the upcoming European Deforestation Regulation (EUDR), have had an impact on the cocoa market this year.
Cocoa Horizons was started in 2015 with the aim of improving the livelihoods of cocoa farmers and communities, giving them the tools, resources and opportunities to increase their incomes, improve gender equality and reduce child labour. By creating child protection committees, Village Savings and Loans Associations (VSLAs) and teaching farmers about agroforestry, the foundation has had a lasting impact on the cocoa farming industry in the areas where it works.
Kelly ended his segment by saying, “Horizons aren’t finish lines”. The work of the Cocoa Horizons foundation is by no means done and they will continue to support cocoa farmers to build a better industry right from the source.
NPD and Q&As
Before lunch, we were treated to a very exciting announcement from UK Chocolate Academy Chefs Julie Sharp and Mark Tilling. You’ll have to keep an eye out next year for the new product we were lucky enough to sample, but you can expect something tangy, colourful and delicious in the near future!
We also got to try a bottle of cacaofruit juice, which was lovely and fruity, in addition to being packed full of vitamins and minerals, and is a great example of how cacao waste products can be utilised in the food industry to minimise waste and maximise profits.
This was followed by a Q&A with Steve, Jeff, John, Julie and Mark where members of the audience asked about the current cocoa price situation and what was predicted for the future, as well as the use of wholefruit and cocoa waste products in chocolate.
After lunch, Chef Minette Smith demonstrated a recipe for a dipped apple crumble bar, tempering her Callebaut Power 40 milk chocolate using Mycryo and explaining what an essential ingredient the powdered cocoa butter is in hot kitchens, like the ones she worked in back in South Africa. We were each given a bar to try and the combination of apple puree, brown sugar crumble and Power 40 was divine!
Standing Out in a Crowded Market
The final speaker of the day was Stef Sword-Williams, author, entrepreneur and founder of F*ck Being Humble, a mentoring platform that empowers people to be proud of their achievements. Having spoken internationally and helped thousands of businesses and individuals to develop their self-promotion skills, Sword-Williams wanted to give us all the confidence to shout loudly about our brands and products.
In her opinion, too many of us worry about sounding stupid (something she calls FOSS; fear of sounding stupid). But what we should really be worried about is FOBG; fear of being generic. Humans love stories, according to Sword-Williams, and the way to connect with customers is to surprise them. Be unexpected, be different. Be anything but boring and generic.
One of the biggest takeaways from her talk was the concept of finding your 10% edge. You don’t have to be 100% better or different from your competitors to succeed or have a valid business idea, all you need is that little bit extra, that 10% difference to what’s already available on the market. Ask yourself what you want to be known for and then do more of it.
When it comes to marketing, there are so many different ways to reach consumers, but in his book Contagious: Why Things Catch On, author Jonah Berger highlights two key methods: the Firework Approach and the Fishing Net Approach. The Firework Approach refers to one big platform that reaches a large number of people at once, while the Fishing Net Approach means capturing much smaller groups with a more personalised message, and repeating this with lots of different groups. That could mean hosting regular small, intimate events rather than one big demonstration, or speaking to individuals on a 1:1 basis instead of putting up a huge billboard or online ad. Both approaches are equally valid and can be successful, but you need to understand your customer base and decide carefully how you want your brand to be perceived.
Sword-Williams left us with these key messages:
- Be memorable with stories
- Experiment with marketing
- Find and support your superfans
And finally, when your competitors zig, you should zag!
The Chocolatier Event at the British Library was a fantastic day out, packed with valuable information, fascinating talks from some excellent speakers, and the opportunity to network with key individuals from Barry Callebaut and the chocolate industry. And with delicious samples galore! So, will you be joining us at the next one?
Looking for more blogs about chocolate events? Read about our experience at the World Chocolate Masters Selection UK & Ireland 2024!