PRESS RELEASE
Brussels, 10 February 2014
As Saint Valentine’s approaches, 29.316 passionate souls have declared their love to chocolate!
Chocolate Fair, a real crowd-puller.
Olympic flame dedicated to chocolate
The first Chocolate Fair in Brussels, which took place on February 7th, 8th and 9th on the Tour & Taxis
site, has proved to be a great success. 29.316 visitors came to celebrate the chocolate feast, admire
the know-how of our great master chocolate-makers and taste chocolate in all its forms and in all
its guises. The events, workshops and demonstrations were also hugely popular.
Inauguration of the event
The Fair was inaugurated on Thursday February 6th by Princess Lea of Belgium, Minister Céline
Fremault and Secretary of State Christos Doulkeridis. Within this festive atmosphere it was also
possible to spot a number of personalities from various domains among the large numbers of
visitors. Among them were mayor Philippe Pivin, singer Lou Deprijck (Holywood Bananas), and some
ambassadors from chocolate producing countries. The ambassadors of France, Trinidad, Brazil,
Venezuela and Japan, for example, represented their countries with much enthusiasm and
motivation.
The cherry on the cake of the evening: a Brazilian music group (Ritmus Project) and a fashion parade
of 12 chocolate dresses worn, on this occasion, by entertainers and presenters from radio and
television, enthralling the 3,000 guests in attendance.
The crowning glory of chocolate: the Fair finally arrives in Brussels
To honour this tradition and feast of chocolate, another great lover of all fine things also put in an
appearance at the Fair: Prime Minister Elio Di Rupo. Ministers Evelyne Huytebroeck and Didier
Reynders were also to be seen strolling through the aisles.
The challenge of the organisers of the first Chocolate Fair in Belgium was to celebrate the largest
worldwide event dedicated to chocolate and cocoa. Over three days, and on a surface area of 4,000
m², the Tour & Taxis site in Brussels welcomed the latest trends in this glamorous product so
cherished by an ever increasing number of chocolate lovers.
Famous or less famous, those active in the profession, whether craftsmen, chocolate-makers, pastrychefs, ice-cream specialists, chefs, cooks, writers… over these three days they all demonstrated their
talent and creativity within the framework of exhibitions, signing sessions, events and tastings, of
which the least that can be said is that they were original!
The presence of 300 Belgian journalists and foreign correspondents should also be noted (lifestyle,
sector specialists, food, senior citizens, tourism, Brussels…), who covered this exhibition dedicated to
such a prestigious product.
Entertainment for the young and not so young
Every afternoon at 5 o’clock, professional and amateur models marvelled the visitors with a fashion
parade with the theme of chocolate dresses. This exhibition created by duos of master chocolatemakers and stylists put the spotlight on these robes made from a magic product.
The ‘Choco Demo’ area was perpetually crowded during the various demonstrations by Belgian
master-chefs, pastry chefs and chocolate makers: they were thus able to share some elements of
their precious recipes.
The younger members of the public, curious by nature, were able to make some original creations in
the ‘Chocoland’ workshop dedicated to children. From lollipops to fruit and chocolate delights, these
little chefs really had a wonderful time!
For their part, the adults also got flour on their fingers during the various pastry workshops, taking
the opportunity to listen to the advice of professionals.
Those with a passion for cooking were delighted by the bookshop area of the Fair: culinary works,
and cookery books were everywhere to be seen with the added delight of signing sessions by master
chefs.
An international name
Recognised as an international name, the Chocolate Fair is now famous across the entire world. For
this occasion, it welcomed more than 90 brands into the European capital, most of them Belgian.
Sylvie Douce and François Jeantet, creators of the Chocolate Fair, express their enthusiasm for this
first Belgian edition: “It seemed to us to be obvious, even unavoidable, to consider Belgium as a new
stage in the adventure we launched 20 years ago. This success confirms our desire to continue with
our initiative in order to enable the whole of the planet to enjoy this product, so cherished by
innumerable consumers around the world”.
Back in 2015?
The organisers of the Fair certainly hope so! Sylvie Douce adds: “We would love to meet the Belgian
and foreign public again in Brussels in 2015. Because a country which figures among the top 5
worldwide producers, providing employment for 7,500 persons in 450 Belgian enterprises, certainly
merits seeing a second edition on Brussels soil. And it shouldn’t be forgotten that Belgium is (after
Switzerland) the second biggest consumer of chocolate in the world, with 10 kg per person per year. A
figure which is increasing every year”.
The everlasting flame which burns, linking chocolate to Belgians, is not about to go out!