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One month of Choqoa.com

By on October 24, 2008 in Marketing

So it’s been one month at Choqoa.com and what happened? At first I’m really happy myself to finally have created a place to share my passion. I really should have started this earlier, but speaking with hindsight is always easy. Blogging takes time and energy, though passion fuels the fire, so let’s rock on to make the story pay off. It’s a great after all to synthesize my addiction in words that I can easily share with you.

At present the site is gaining visitors from all continents, which very nice to spot and also the main reason for me to blog in English. In the map below you see where visitors come from and I indicated for fun the growing zone of cacao, which is about 20° up and down the equator. See for yourself:

Next to direct traffic and already some interesting Google search results, I also get a good amount of visits through my Cacao Aficionado photos on Flickr. It’s encouraging to see that both hobbies strengthen each other. The Choqoa on Twitter account also helps a little to drive int’l traffic. It’s pleasant to spot some people here that are equally into (digital) marketing and share the curiosity and passion for chocolate (jacksonbr, jomarbr, timwillems, Emakina). Stats are picking up slowly, there definitely is still work to do for building more extensive traffic, so I also created a Choqoa Facebook FanPage to which I invite all of you to join too!

And also off line in real life, a lot of encouraging things happened. On my chocolate safari in Düsseldorf I discovered new brands like Hussel, Coppeneur and Maglio, and also the Neuhaus bars bought later on in Antwerp seem interesting. I went behind the scenes at chocolatier Goossens, and all of the people whom I had taste from ‘my’ chocolate reacted exactly as I hoped, though most of the time I was rather nervous awaiting their first impressions. :-)
I went networking on the Max Havelaar FairTrade Colloquium and was very enthusiast meeting the people from Callebaut over there. They were charmed by my story and invited me to share more about our passion. In return I learned a lot from them too, and above all they were really helpful in providing a lot of new information on the cacao market. Their Account Manager was even so friendly to provide me with the origin samples for that other great offline experience: my first wine & chocolate pairing.

As for actual business resulting from this blog, I’m excited by getting a freelance job for one of the world’s most famous chocolatier brands, and I’ll be helping to develop their online & digital strategy. Next to that, it’s still about exploring various opportunities for how we eventually really may get into cacao business: whether it is venturing in a self-owned project or by joining the industry at a marketing related position, that is still open. Next milestone will be the Salon du Chocolat, next week in Paris!

Spreading the Passion

By on October 20, 2008 in On Chocolate & Cacao, Reviews

Lately I’ve been ‘sacrificing’ quite a lot of my premium bars to my friends and family to invite them into the world of chocolate, or better the world of ‘my’ chocolate. Because the only way to really enjoy your passion is to share it with others and listen to their input. From the Dusseldorf Collection I already briefly reviewed the Hussel Madagascar, Pralus Venezuela, and the Neuhaus Ocumare, origin bars I had taste at several visits. I wrote a story about my nephew with the Michel Cluizel 1er Cru ‘Mangaro’ and also with a bunch of various people shared a Pralus Colombia, Domori’s Sur Del Lago Classificado and their Arriba, a Coppeneur Trinidad bar and finally also unwrapped a Valrhona Ampamakia 2007 vintage.

Spread the Passion

The Pralus Colombia was mild and fudgy but came with original flavours, again a typically dark roasted Pralus bar that tempts you to discover its terroir aromas. The first Coppeneur I tasted was a Trinidad, and though the first impression wasn’t delivering a lot of ‘wow’, it seemed to taste distinctively better the day after; is it because the cacao had had the time to acclimatize after being sealed in so long in its plastic foil? The Ampamakia 2007 was a known friend from Madagascar, whose mild fruity character and gentle texture pleases to many. Both the Domori’s were a big discovery, since they manage to create indulgent, well-tempered smooth bars that taste far from ‘chocolate’, and with their very expressive hyper-aromatic characters they are definitely an hate-love challenger brand to introduce to people.

Armed with a short introduction into origin chocolate, people were all curious to expect and experience something different, and tasted the chocolate chunks with patience. Almost all of them spontaneously started talking about the taste of cacao on other terms than good or bad, and put aside the ‘bitter’ cliché. I never pushed them into a certain feedback or direction, but on every moment I had offered a tasting, people were into describing various flavours and textures rather than nag on the bitterness of bars.
It works better if you immediately showcase more than one origin bar, so people can nibble from various aromas and experience the differences and character varieties instantly, which always brought the taste discussion on a higher level.

Spread the passion!

Gut & Gerne chocolate bar in Dusseldorf

By on September 29, 2008 in Trips

Interesting things are happening on dark chocolate in Dusseldorf, and as ar far I would be able to tell in Germany in general. With brands like Hussel and Coppeneur it seems Germany is fighting with success for a place in the high level cacao markets, mostly dominated by master chocolatiers like Cluizel and Bonnat in France, and Amedei and Domori in Italy.

Gut & Gerne. Chocolate bar in Dusseldorf

A particular spot I found admirable is the “Gut & Gerne” Chocolate bar and shop in the heart of Dusseldorf’s old town, on Burgplatz 3. Bettina Dahl is running the spot for some years now with passion, and as the manager of the shop she really helps customers through discovering the vaste collection of the more than one hundred! different bars, she claims to offer in her collection. Though Gut & Gerne also offers sweets and chocolates, the focus definitely is on exclusive, high-end origin cacao bars. Next to the classic top brands like Amedei, Domori, Cluizel, Valrhona and alike, she also offers less known chocolatiers like Dolfin and Maglio in many variaties. Bettina also offers great info cards on the brands you buy from her, so you can learn about the specific chocolatiers, beans, plantations, roastings etc that define the many different aromas. Share this info with your peers and you’ll sound like an expert.

Next to the shop, she also has a chocolate bar next door where you can relax for a while from your wanderings through town, and taste from her sweets, chocolates and cacao, to be accompanied by a delicious hot chocolate prepared on the spot. Just as in the store, the atmosphere is very warm and cosy with a lot of wooden tables and cupboards, making this a place with a charming German touch. From the menu you can pick from a great selection of hot drinks ranging from hot white chocolate, over a selection of different percentages of cacao including a 100% cacao hot chocolate.

This one was absolutely gorgeous, and the cups come in huge portions so you have to take the time to relax and enjoy. This was definitely one of the yummiest hot chocolates I ever had.
Here are some more pictures from Gut & Gerne, if you’re in Dusseldorf, put this spot definitely on your list!

Hussel. Bejofo Grand Cru de Plantation de Madagascar 72%

By on September 29, 2008 in Reviews

From the Dusseldorf Collection, Hussel was a new German brand to look forward to tasting the first time. I had a “Bejofo Grand Cru de plantation de Madagascar” at 72%. Bejofo refers to the name of the plantation in the Sambirano valley in Madagascar, where Hussel cultivates Trinitario beans for this origin bars. Madagascar’s Sambirano region is known to offer exceptional cacao, with a light, but well elaborated flavor and tones of citrus and blackcurrants. Hussel also offers another range under the name Jara, which comes from their plantation in Los Rios, Ecuador.


The square shaped packaging comes with a lot of red in its design, classy golden lettering and has nice designed imagery in the background evoking the atmosphere of cacao plantations and tropical forests, quite similar to the packing illustrations from Domori. The bar also focusses on organic agriculture with a clear Bio label on the front.

Hussel has this bar conched for 72 hours. Conching is a kneading process that takes place as one of the last steps in manufacturing, to smooth out cacao and to enhance the flavor. The bitter taste of the cocoa slowly disappears and the chocolate flavors and aromas becomes fully developed.  Conching is also important for making chocolate homogeneous. The first impressions of this Hussel Bejofo 72% reminded me much of some Pralus bars, like the Indonesia and Venezuela versions. From the first bite this cacao immediately takes you on a tasteful journey. The Bejofo 72% is very well tempered and has a pleasant mouth feel. The chuncks comfortably melt away and with every step release more of its aromas. A balanced curve with touches of acid, spices, definitely citrus and typical Madagascar orange tones, changing into blackcurrants, and with an ever sustaining woody palate,  this bar offers a perfectly balanced experience.

I’ve had it tasted by friends too, and the Hussel is a very good bar to introduce people to the rich taste varieties of dark origin chocolate bars. They were all pleasantly surprised by this very new cacao tasting and made them talking about dark bars, percentages and origins. The Cote d’Or Sensations for example, that are widely available on the market here, are left far behind in tasting experience. The sweetness achieved by the added cane sugar definitely helps to appreciate dark origin cacao on a new level, without diving into a lot of bitter discussions. Hussel, definitely a brand to keep an eye on!

The Dusseldorf Collection

By on September 23, 2008 in Trips

Here is a quick shot of the brands and bars I found in some shops on my cacao safari in Dusseldorf from last week. Expect more postings on this collection soon as I’ll munch bar by bar…. It was really fun to spend my money on some of the most exclusive bars that I had never found in a store before!

The Dusseldorf Collection

Especially the exquisite golden Domori tablets, including the famous Porcelana, are a great acquisition. I could just not resist buying the whole range at once, including the Blend series. I’m also looking forward to taste the Coppeneur bars, which are also new to me. The Tsachila bag may be interesting too, since it is made by wild cacao beans collected in nature by local indians as opposed to farm cultivated beans.