PRESS RELEASE JANUARY 2014 1st SALON DU CHOCOLAT IN BELGIUM (CHOCOLATE SHOW) FROM FRIDAY 7th TO SUNDAY 9th FEBRUARY 2014 TOUR & TAXIS SHED 1 Press Service Salon du Chocolat in Brussels : FL CONSULT Florence Legein Els Librecht +32 477 425 926 +32 477 70 54 22 florence@flconsult.be els@flconsult.be PICTURES AND ACCREDITION FORM UPON REQUEST APPETIZERS I. Chocolate in Belgium – simply magic! II. Belgians melt when it comes to chocolate … a few figures bear witness III. The Chocolate Fashion Show IV. Tasty and magic activities V. Tasty news and events VI. Participants VII. The International Chocolate Diary 2014 VIII. The Fair – practical details 2 I. CHOCOLATE IN BELGIUM – SIMPLY MAGIC! The celebration of the Belgian chocolate on more than 4,000 sqm Belgium, a country of traditions, has always been the very essence of one of the great homelands of chocolate on the world stage. Brussels is therefore very proud to be hosting the first “Salon du Chocolat” to be held on Belgian soil, from Friday 7th to Sunday 9th February 2014, at Tour & Taxis (Shed 1). Praised by all chocolate lovers and market experts, the Salon du Chocolat represents an international label. With more than 20 worldwide editions each year behind it, (from Paris to New York, not forgetting Salvador da Bahia, Tokyo, Seoul, London …) only one destination was missing from its roll of honour: the capital of Europe. For this first Brussels edition, more than 80 exhibitors, mostly Belgian but also from the international scene, will display their talents over 4,000 sqm of exhibition space. Visitors to the show, the uninitiated and those already passionate about chocolate, amateurs and professionals, will be able to find their favourite brands and craftsmen, exchange opinions with iconic figures from the profession, discover and taste new products and specialities, add to their knowledge, learn the tricks of the trade from the greatest chefs, chocolatiers and pastry chefs, and of course celebrate Belgian chocolate! A unique meeting point to experience and share all of the magic of chocolate At the heart of this event dedicated to chocolate, the Fair will put the spotlight on a question which has as much to do with the taste-buds as it does with existence itself: why is chocolate so magic? From the source of the magical cocoa beans to the enchanted universe it represents today, chocolate intrigues and fascinates through its many uses and virtues. The Salon du Chocolat in Brussels will attempt to decipher the fabulous power of this ‘magic potion’ which is so popular in the four corners of the world, through exhibitions, the famous fashion show of dresses made out of chocolate, not forgetting the creative demonstrations of chefs and chocolate-makers, and the discovery of new creations. Culinary professionals, chocolate artisans, authors, pastry-chefs… all will display their experience in order to enlighten us about the symbolic character of chocolate. Almost sacred in its raw materials and finished products, knowing no barriers nor frontiers, no taboos, no prohibitions, chocolate is magic, it is captivating, and it holds us all in its spell. From the divine, ancestral potion of the Aztecs to the recognised medicinal and therapeutic virtues we know today, and including the immediate gourmet pleasure, chocolate never stops sowing its dose of magic across all continents. Through its landmark events (demonstrations, fashion show, children’s area…) and also via the numerous innovations, the Salon du Chocolat will honour the entire magic of chocolate and pay tribute to Belgian chocolate. Chocolate remains the magic potion of the 21st century … Let this magic be seen at the 1st Salon du Chocolat in Belgium. 3 II. BELGIANS MELT WHEN IT COMES TO CHOCOLATE: A FEW FIGURES BEAR WITNESS Belgium is currently the second largest consumer of chocolate in the world behind Switzerland, with an average approaching 10 kilos per person per year. While worldwide consumption has always been substantial, it is currently increasing further thanks to a growing interest in chocolate from countries like China and India. This sales explosion (20% per year) is persuading the major creators – especially the Belgians – to innovate in order to target a demanding clientele. Chocolate represents 0.61% of Belgian exports (source Wikipedia). Why a Chocolate Show in Brussels? A strategic European crossroads, Brussels offers the Salon du Chocolat all the advantages necessary for becoming the platform for communication and for vital exchanges between all of the players within the profession, both Belgian and international, with a reach on a global scale. • Brussels constitutes a worldwide diplomatic hub and an ideal place from which to set out to conquer a consumer market of 500 million Europeans. No less than 75% of European spending power is to be found within a radius of 500 kilometres around Brussels. • The Brussels Region extends to 162 square km and numbers 1,300,000 inhabitants; with a periphery bordering the other two regions of Belgium, the figure increases to 1,450,000 inhabitants, representing a great potential for the Chocolate Show and those taking part in it. • A cosmopolitan city, Brussels is the most international of cities, with 31% of its population coming from outside Belgium. • Numerous chocolate companies' headquarters are located in the Brussels Region: the city is located at the very heart of brand innovation. 4 III. THE CHOCOLATE FASHION SHOW The magic of the Salon du Chocolat is also to be seen in the enchantment of the chocolate dresses. A genuine alchemy of talent and of ancestral knowhow… It is with a great deal of passion that recognised creators and young fashion designers have together sketched out their ideas for the benefit of the knowhow of the major chocolate-makers. Their common creations, each more magical than the other, will create a sublime, magical and unique spectacle to celebrate modern magic and the innumerable manifestations of cocoa. SAVE THE DATE ! Preview of the fashion show on Thursday February 6th during the inauguration evening (from 07.30 pm – by personal invitation only). 2 shows on Friday and 1 show on Saturday and Sunday. Permanent exhibition of the dresses during the Show. The public will discover the delicious and chocolaty interpretations of : -Jean-Philippe Darcis & Lauranne de Jaegher -Willy Roelandts for Valentino & Victoire Verhamme -Maison Ducobu & Alice Topart -Laurent Amelot for Dupont avec un thé & Pauline Leporati -François Deremiens & Paul Kaplan and Adèle Andréone -Chocolaterie Bruyerre & the students of Master Food Design (Royal Academy of Fine Arts of Brussels) -Jacques Bellanger & Gaëlle Verriest -Max Vauché -Philippe Brito & Aline Buffet. 5 IV. TASTY AND MAGIC ACTIVITIES GOURMET DEMONSTRATIONS IN THE ‘CHOCO DEMO’ AREA Every hour in the 'Choco Demo' area, renowned Belgian chefs, pastry chefs and chocolate-makers will create exceptional recipes in front of a captivated audience, revealing their professional secrets and tips. Come experience and savor the techniques, skill, magic, and indulgent treats live. Belgian gastronomy will therefore be in the spotlight to honour the precious chocolate nugget. 150 seats. Don’t miss: Friday 7 February 11 am Bart de Pooter, Pastorale** 12 am Damien Bouchéry, Bouchéry 1 pm Les Frères Thomaes, Château de Mylord** 3 pm Carl Gillain, Agathopède 4 pm Pierre Marcolini 5 pm Claude Sénèque, Leonidas 6 pm Jean-Philippe Darcis Saturday 8 February 11 am Institut Roger Lambion 12 am Clément Petitjean, La Grappe d'Or 1 pm Claude Sénèque, Leonidas 3 pm Rapaël Giot 4 pm Dominique Persoone, The Chocolate Line 5 pm Pascal De Valkeneer, Le Chalet de la Forêt** 6 pm Jean-Philippe Watteyne, ICOOK & Florent Ladeyn, L'Auberge du Vert Mont Sunday 9 February 12 am Vincent Vervisch, Epure 1 am Nicolai Norregaard, Kadeau 2 am Sang-Hoon Degeimbre, L'Air du Temps** 3 am Bjorn Frantzen, Frantzen 4 am Pierre Marcolini 5 am Les Frères Folmer, Couvert Couvert. Many thanks to Institut Roger Lambion for its assistance and professionalism during the demonstrations. 6 BOOKSHOP AREA AND SIGNING BY AUTHORS Because the magical power of chocolate within the heart of gastronomy is also expressed through the rich variety of cookbooks about chocolate, for its first edition the Salon du Chocolat will welcome the Filigranes, bookshop, an institution in Brussels. Every day, visitors will be able to discover the latest literary works and have their books signed by the authors present at the Fair. Amongst the authors that already confirmed their presence: Friday 7 February 2 pm Les Frères Thomaes (Château de Mylord**) 4 pm Jean-Philippe Darcis Saturday 8 February 1 pm Clément Petitjean 4 pm Raphaël Giot Sunday 9 February 2 pm Candice Kother 3 pm Sang-Hoon Degeimbre (L'Air du Temps**) ‘CHOCOLAND’ TASTY WORKSHOPS Every day from 11am, the ‘Chocoland’ area will welcome children from 4 to 10 years old. Amusing and recreational workshops will be on offer with a variety of themes: from preparing biscuits to making lollipops and not forgetting macaroons and chocolate masks. The little chefs will find plenty of tasty things to occupy them! In this area, every child will be immersed in a world of chocolate and will be transformed into an artist of taste. This area will enable children to look at chocolate and pastries through different eyes, to create their own personal works and decorations, and then of course to eat them! These workshops will be operated in partnership with La Route du Chocolat Belge (the ‘Belgian Chocolate Road’). Their aim is to make the children want to taste, invent and create a multitude of culinary designs using unexpected combinations. Sessions every 45 minutes. PASTRY WORKSHOPS Workshops dedicated to the transmission of the know-how will be offered to apprentice cooks in collaboration with Zaabär and Mmmmmh ! Visitors will have the opportunity to listen and learn tricks from the pros and try them at home during this workshops organized for free. 7 EXHIBITIONS CHOCOLATE TELLS ITS TALE… The Brussels Chocolate Museum, the Bruges Chocolate Museum and the Museum of Defroidmont Chocolaterie have come together to offer visitors to the Salon du Chocolat a chance to be genuinely immersed in the history of cocoa and of Belgian chocolate, through a unique exhibition. CULINARY DESIGN: THE YOUNG GENERATION TAKES CENTRE STAGE With its powerful emotional symbolism, chocolate proves to be a tremendous product when it comes to culinary design. The Salon du Chocolat in Brussels will put the spotlight on the creations and thinking of the students of the Executive Master Food Design. Unprecedented in Europe and taking its place in the Royal Academy of Fine Arts of Brussels since 2012, the Executive Master Food Design involves all the dimensions of our food, including the aesthetics, the taste, the message and the content of everything which is culinary. An exhibition not to be missed! AND EXCLUSIVELY FOR THE SALON DU CHOCOLAT IN BRUSSELS… Fair Trade area including conferences and animations proposed by Belvas, Max Havelaar and CNCD-11.11.11. The B-to-B Village gathering suppliers in packaging and equipment for the chocolate-makers: BDS, CD Paper and Interconfort. The Lounge: a relax and cosy corner sponsored by Callebaut for the exhibitors and trade visitors. Discovery and tastings of chocolate on board of the Puratos Sensobus (at the entrance of the fair). 8 V. TASTY NEWS AND EVENTS LEONIDAS CELEBRATES 100 YEARS The famous Belgian chocolate-maker will use this occasion to enable its history to be discovered via an iconic sculpture and an amusing photo-call. In order to celebrate its 100th birthday in a fitting manner, the famous brand has chosen to represent 100 years of passion for chocolate via a sculpture which is as great as its own expertise. The Belgian chocolate-maker will be exhibiting a colossal work measuring almost 4 meters high and depicting the King of Sparta, the emblem of the brand since its creation, paying homage to the founder Leonidas Kestekides whose first name was the same as that of the Greek god. A gigantic globe surrounding the king will show the many places where the Belgian chocolatemaker has a presence in other countries. This work, by Jean-Luc Decluzeau will rise up to represent a veritable symbol of the centenary of Leonidas and of the development of the brand across the globe. NEUHAUS The famous Neuhaus brand invented its first ‘praline’ or filled chocolate in 1912. Amongst the high points of its history can be mentioned the launch of the ‘balotin’(small selections of chocolates in packages), the creation of the icons of the range ‘Caprice’ and ‘Tentation’ for the Universal Exhibition of Brussels in 1958, royal creations for the marriages of Albert and Paola, Baudouin and Fabiola. And a renewed range of its products shouldn’t be forgotten including, just recently, the latest additions to the ‘Cornets Dorés’ range. Small cornets garnished with a delicious gianduja (chocolate and nut paste), the Cornets Dorés’ form part of the ‘star’ range of Neuhaus pralines. Since the beginning of January 2014, they have been available with new gourmet and creamy flavours. Cornet Doré with a divinely sweet taste of nuts, and then even more nuts for an even more intense flavour. Cornet/Caramel Feuilletine with creamy gianduja garnished with nuts and crunchy morsels of flaky pastry and Isigny caramel, for a taste which is sweet and lightly salted at the same time. Cornet Crunchy Noisettes with creamy gianduja to which crunchy little pieces of nut have been added for a surprisingly crunchy effect. SCRAP & CHOCOLATES With the launch of its new concept Scrap & Chocolates is now bringing its innovative and craftsmanlike touch into a sector which is already well served and continuously expanding. A young company very active on the French market, its concept will be unveiled at the first Salon du Chocolat in Belgium. Offering quality chocolate based on cocoa with exceptional flavours and from pure origins (Peru, Madagascar, Mexico, Vietnam, Ecuador, Grenada), participating in an approach of solidarity and fair trade (thanks to creative and bound, 100% hand-made packaging) – this sums up the initiative of this micro-enterprise launched by two young French people oriented to the economy known as ‘social’. At the Fair, the heads of the brand will offer – 5 times a day and to 10 persons – a free workshop in French, English and Spanish, enabling Mayan or European hot chocolate to be made starting from cocoa beans. 9 NEWTREE NEWTREE reinvents fruit by proposing an innovation with a 100% apple taste: crisps of pure apple and crisps of apple covered in black NEWTREE chocolate (Bio and Fairtrade). Here is to be found the sharp taste of a freshly picked apple and an apple covered in black 66% cocoa chocolate from specific origins (Peru and the Dominican Republic). The Idared variety of NEWTREE apple crisps are crunchy, light and biological. The apples used are untreated, washed, cut into rounds and airdried without any additives. They therefore naturally become delicious crunchy crisps without being cooked in the oil of a fryer. And this way they also keep all of their nutritive properties (12 grams of crisps correspond to one good size apple) and, kept out of the air, can be kept for several months. When covered in the NEWTREE blend of chocolate (60% chocolate – 40% apple), biological and from equitable trade sources, the crisps become delicious ‘healthy snacks’ to be tasted at any time of the day. These latest two creations are rich in fibre and contain no preserving agents, no artificial colouring, no saturated fats, no GMO’s. BENOIT NIHANT Chocolate-maker Benoït Nihant is a member of the very restricted circle of those making chocolate directly from cocoa beans. Once they have arrived in his workshops, Benoït Nihant roasts the beans, carefully mills them, separates them, crushes them and delicately shells them. Particular attention is paid to the type of soil, the sunshine levels and the type of cocoa cultivated. The ‘Haute Couture’ collection from Benoït Nihant is presented in the form of ranges of chocolates with flavours at once classical for lovers of authenticity, and of a more spicy nature for those in search of originality. In the centre of the box, ‘Grands Crus Natures’ (Natural Great Vintages) originating from the four corners of the world, are to be found alongside ranges of own recipe pralines, black centres with a flavour enhanced by spices, fruits, tea or flower infusions, milk centres, caramels with fine salts and marzipan. As for the amusing and colourful ‘Delicubes’, each of them conceals specialities with candied orange, lemon or grapefruit peel flavours, candied segments of clementine or slivers of ginger, with crunchy almonds, hazelnuts or pecan nuts and caramel. And finally there are the Bean to Bar chocolate blocks, entirely created from cocoa in the Trooz workshop. JOOST ARIJS Perfection and innovation are the keywords of master pastry and chocolate maker Joost Arijs. His purified creations are a genuine delight for all the senses. In his work entitled ‘L’Essence’ which was published in 2013, he shows his readers what lies behind these delicious recipes. You can therefore surprise your guests by preparing cakes, chocolates, macaroons and ice creams just the way Arijs does. Joost Arijs trained as a pastry-chef at ‘Ter Groene Poorte’ in Bruges. And he has also learned the essentials of the trade as head pastry-chef at the renowned, 3 stars Hof van Cleve restaurant. In 2011, he opened his own pastry workshop in Ghent, now designated ‘Best Pastry Shop in Belgium’ by Gault & Millau. 10 PIERRE MARCOLINI To be discovered at the Salon du Chocolat: the “Black Box” surprise concept by Pierre Marcolini. GODIVA Don’t miss the ultimate “Chocolate Experience” of Godiva on 40 sqm – Chocolate Appeal and Luxury. THE CHOCOLATE PASS The Salon du Chocolat partners with VISITBRUSSELS that is re-launched the “Chocolate Pass” with the support of COCOF. Chocolate fans will have the opportunity to discover this key product of the Belgian gastronomically know-how. The “Chocolate Pass” will be presented as an information leaflet and will contain 10 coupons and a plan. It will be for sale at the price of 6 euros at the Salon du Chocolat, amongst the participating chocolate-makers as also at the information desk of VISITBRUSSELS, situated in the BIP (Place Royale 2-4, 1000 Brussels). The action will take place from Monday February 10 till Sunday February 16th. Amongst the participating chocolate-makers : Belvas, Café Tasse, Corné Dynastie, Delacre, Concept Chocolate, Espace Planète Chocolat, Frédéric Blondeel, JeanPhilippe Darcis, Galler, Laurent Gerbaud, Leonidas, Maison Bruyerre, la Belgique Gourmande, Manon, Marcolini, Neuhaus, Passion Chocolat, Vandeparre, Henri IV, Wittamer and also Zaabär. More information and the addresses of the participating shops will be soon available on the website www.brusselschocolateweek.be. THANKS TO THE PARTNERS OF THE 1ST SALON DU CHOCOLAT IN BELGIUM 11 VI. PARTICIPANTS ALEX & ALEX ARNAUD CHAMPAGNE CHOCOLATIER AU PALAIS DES GOURMETS BART DE POOTER (PASTORALE**) BELGOPRO BELVAS BEN ET CHOCOLATS (BENOIT NIHANT) BJORN FRANTZEN (FRANTZEN) BRU (BAR A EAU) BRUYERRE BSD – BELGIAN SWEET DESIGN CANDICE KOTHER CAOBISCO CARL GILLAIN, AGATHOPEDE CD PAPER PRODUCTS CHARLES CHOCOLARTISAN CLEMENT PETITJEAN, LA GRAPPE D’OR CNCD-11.11.11. CONCEPT CHOCOLATE CORNE DYNASTIE COSIJNS CHOCOLATIER CUISINIX DALLMAYR CAFE DAMIEN BOUCHERY (BOUCHERY) DARCIS CHOCOLAT ET PATISSERIE DEBAILLEUL DEREMIENS ARTISAN CHOCOLATIER DEL REY DOMINIQUE PERSOONE (THE CHOCOLATE LINE) DUPONT AVEC UN THE EDM FRANCE ESPACE MACARONS ESPERANTINE DE MARSEILLE EXECUTIVE MASTER OF DESIGN FLORENT LADEYN (L’AUBERGE DU VERT MONT) FREDERIC BLONDEEL CHOCOLATIER GILFI GODIVA GUYLIAN HENRI IV INTERCONFORT INSTITUT ROGER LAMBION JEAN-PHILIPPE WATTEYNE (ICOOK) JOOST ARIJS KALEY’S NID D’ABEILLE LA CASE A VANILLE LA MAISON DU CHOCOLAT ARTISANAL LA ROUTE DU CHOCOLAT BELGE LAURENT GERBAUD CHOCOLATIER LE MUSEE DE LA CHOCOLATERIE DEFROIDMONT LE MUSEE DU CHOCOLAT DE BRUXELLES LE MUSEE DU CHOCOLAT DE BRUGES LEMOINE CANELE LEONIDAS LES BARRES DE CHOCOLAT DE DENIS LES DES LYS DE MORGAN LES MACARONDISES LES FRERES FOLMER (COUVERT COUVERT) LES FRERES THOMAES (CHATEAU DE MYLORD**) LES SAVEURS D'ANTAN LES THES BOURGEON LIBRAIRIE FILIGRANES MAISON BOISSIER MANON MANU CREATION MAS AMIEL MAX HAVELAAR MMMMH ! NEUHAUS NEWTREE NICOLAI NORREGAARD (KADEAU) PASCAL DE VALKENEER (LE CHALET DE LA FORET**) PATISSERIE DE BAERE PATISSERIE DUCOBU PIERRE MARCOLINI PURATOS RAPHAËL GIOT RODY CHOCOLATIER SANG-HOON DEGEIMBRE (L’AIR DU TEMPS**) SCRAP & CHOCOLATES VALENTINO CHOCOLATIER VAN DENDER VAN VINH TRUONG VANDEPARRE VINCENT VERVISCH, EPURE VISITBRUSSELS XIQUIPILLI – T COMPANY ZAABÄR 12 VII. THE MONDIAL DU CHOCOLAT ET DU CACAO® THE CHOCOLATE DIARY 2014 The Salon du Chocolat has become the largest event dedicated to chocolate. Praised by all chocolate-lovers and market experts, the Mondial du Chocolat et du Cacao is today a national and international label. More than simply an event, the Salon du Chocolat represents a link between those who grow cocoa and those who eat chocolate. Today, chocolate is ever-present in our lives, thanks to an Event which has never stopped growing and which in 2014 will celebrate its first Belgian edition and its 20 editions in France and across the world. French editions Marseille, from 28 February to March 2 2014 – 5th edition Nantes, from 14 to 16 March 2014 – 2nd edition Toulouse, from 29 to 30 March 2014 – 1st edition Lyon, in November 2014 – 4th edition Paris, from 29 October to 2 November 2014 – 20th anniversary International editions Brazil 2014 – 2nd edition USA New York, in 2014 –16th edition Korea Seoul, from 16 to 19January 2014 – 2nd edition Japan Tokyo, Kyoto, Nagoya, Osaka, Sapporo, Sendai, Fukuoka From 22 to 27 January 2014 – 12th edition Belgium Brussels, from 7 to 9 February 2014 – 1st edition Switzerland Zurich, from 4 to 6 April 2014 – 3rd edition Peru Lima, July 2014 – 5th edition Lebanon Beirut, from 6 to 8 November 2014 – 1st edition United Kingdom London, in 2014 – 2nd edition Being prepared for 2014: Shanghai (2nd edition) All information at: www.salon-du-chocolat.com 13 VIII. PRACTICAL DETAILS Where? Tour & Taxis Shed 1 86 c Avenue du Port - 1000 Brussels When? Dates: from Friday 7 to Sunday 9 February 2014 Opening hours: from 11.00 am to 9.00 pm on Friday from 10.00 am to 7.00 pm on Saturday from 10.00 am to 6.00 pm on Sunday Inauguration evening: Thursday 6 February at 7.30 pm (by invitation only) Access/transport Paying car park available Metro: Lines 2 & 6 - Yser Station Tram: Lines 51 – Sainctelette stop Train: Gare du Nord (North Station) Bus STIB: Lines 14, 15, 89 – Picard stop Lines 14, 15 – Tour & Taxis stop Lines 57, 88 – Steamers stop Access map on www.tourtaxis.be Who? General public Admission Prices On show site: Adult: 8,50 € on Friday / 10 € on Saturday and Sunday Children from 3 to 12 years: 5 € Free for children under 3 Senior (as from 60 years): 8,50 € Student (on presentation of student card): 8,50 € Family pack (2 adults + 2 children): 25 € Advance sales: Adult/ Student / Senior: 8,50 € Children from 3 to 12 years: 5 € Family pack (2 adults + 2 children): 25 € The online sales will be shortly available. Facebook https://www.facebook.com/SalonChocolatBE Organisation Founders and Producers: Sylvie Douce and François Jeantet Director General: Stéphanie Sandoz The Salon du Chocolat is an event created, organised and marketed by Event International, 70 rue de la Tour - 75116 Paris, France, T +33(0)1 45 03 21 26 - F +33(0)1 45 03 40 04 - www.eventinternational.com Press service for the Salon du Chocolat in Brussels: FL Consult Florence Legein Els Librecht +32 477 425 926 +32 477 70 54 22 florence@flconsult.be els@flconsult.be 14