Kennedy’s World Chocolate Forum 2014

I was lucky to be invited to attend the Kennedy’s World Chocolate Forum on Oct 2nd 2014 at the London British Library. Running for the past three years, it is the only Summit in the world that has been created to discuss chocolate. 300 producers attend the event and some are from the biggest companies in the world.

Kennedy’s World Chocolate Forum 2014 anguskennedy

Kennedy’s World Chocolate Forum 2014
It was a truly extraordinary experience trying different type of chocolates and finding out about choices regarding their production.

Angus Kennedy, founder of the event, born into a publishing family that was already dealing with confectionary, is a very spiritually driven intellectual; he believes the soul will always lead you to what you are meant to do in the end. His major passion, beside chocolate of course, lies in writing and he has already written lots of books. He admits: “The best jobs are always the ones you create for yourself and not certainly the ones, you get offered!” A lot of people contributing to the production of chocolate are indeed entrepreneurs involved in creative stuff. Angus Kennedy, honestly admitted, despite every exams he took he failed, he became a prolific writer. He loves children and is aware of many issues that are often not addressed to make things better for them. He is currently writing a children’s book and, if he would ever become famous as a children writer, it would be quite ironic for children to get inspiration from.

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Mr Kennedy is aware it is always extremely hard when you set up a new business but he remarks: ”Success is the ability to fail continuously and be happy every time because one day you will succeed”. He was very close to achieve his biggest dream, having a TV programme about chocolate, but it did not work out in the end. Life is made of many knock backs but it is important to have the ability to be happy with failure and proceed even when keeping on failing. His motto: “You can succeed all the times but one day you will fail and you can fail all the times but one day you will succeed”.

His latest published book: ‘Good Reasons for Bad Things’ [reviewed here on Frost] is made of 222 maxims such as: “I don’t buy chocolate to stay healthy but I stay healthy so that I can eat chocolate”. Mr Kennedy, which is into tarots, numerologist, universalism, etc. He started writing maxims as he kept on waking up in the middle of the night at 2:22am; he looked into the meaning behind it and this is how he has 222 maxims in the book. As it happened to him waking up at the same time every night, he realised to have been chosen to write about things as if inspired by external forces. He loves writing to make people laugh.

As I randomly open his latest book, I read a maxim: “One must not be too friendly to the English, they are not used to it and the shock can be highly damaging to our health.” And he admits: “Rude!” I have a good laugh at it and certainly do not let that bother my interview proceedings!

He remarks, there has got to be a TV programme about chocolate one day because chocolate is a product that is the expression of freedom and represents a moment of pleasure. Moments of freedoms are very rare nowadays in the society we live in where we are more and more concerned about time and making money when, at least over the weekend, we should definitely be taking time away to relax and let go the week past behind. And this is where came the idea of his blog Friday Light, which quickly raised from 50 readers to 13.000 ones! Really I could not say Mr Kennedy does not come up with the most interesting ideas!

Without denying chocolate is the second most fattening product in the world together with butter it has yet to be understood the more cocoa butter you take out during the chocolate making process, the less it becomes chocolate, so there is no point even conceiving a healthy chocolate… it will be like making wine without grapes!

The most heated argument at the forum was regarding the global transit which is going to happen within the next 5-10 years; China, South Africa, Brazil, India and Russia markets
will be all doubling in size, which means there is not going to be much cocoa left for Europe. According to this trend for 2020 it will be needed to increase the supply of cocoa for Europe and the producers are discussing where it is possible to invest some money to increment some farming in Ivory Coast ideally accordingly to fair trade standards. It has been argumented the only problem with fair trade production is often the increased costs attached to it since the majority of consumers tend to go for cheaper products rather than the fair trade ones but of course the issue has yet to be raised to support, for what it is possible, the importance and fairness of acting within the fair trade production standards.

Written by Paola Berta

Kennedy’s Chocolatiers’ Convention; The Latest In Chocolate

“It’s just lovely,” says Richard Reilly, Managing Director of Kinnerton Confectionary. Everyone knows  everyone, and people tend to help out where they can. Around Easter sometimes we make eggs for each other.”

I nod through a mouthful of rum and raisin ganache truffle. We’re standing in the British Library, a venue aptly ripe with imagination and invention for the Chocolate Industry Network, where manufacturers, innovators and gluttons gather annually to discuss their dearest subject. There are tables covered in samples, chocolate moulds, chocolate history, chocolate everything. “You should come see the chocolates being made in the Norfolk factory. It’s beautiful,” adds Richard. Willy Wonka might dance off the shelves at any moment.

Not all industries are nice. Fashion is notoriously bitchy. Finance is stressful.

chocolate convention

But the business of making chocolate seems rather sweet. Richard is keen to stress this point, enthusing: “Everyone knows about the main producers of course. But there’s camaraderie among the lesser-known chocolate makers. We’ll happily make things for one another here and there. Co-operation is good, it’s all about trade.”

And so riding our sugar high, we network away. The day consists of a mixture of lectures, discussions, and general chat over the good stuff. Refreshing lemon drinks are on offer for those who have had a little too much. I learn about the always-encouraging health advantages from Leen Allegaert, an innovation manager in clinical research. Apparently just 10 grams of high-cocoa chocolate provides beneficial flavanol, an antioxidant which helps to maintain the elasticity of blood vessels. This contributes to normal blood flow and general cardiovascular health. “And that amount only contains 55 calories. It’s pretty reasonable,” adds Leen. It occurred to me that I must already have consumed enough chocolate during the day to reap the delightful effects of flavanol many, many times over.

chocolateThere are inspirational stories brewed in the conches of chocolate factories all over the world. Heikel Ethel, owner and manager of the Lebanese company Ethel Chocolates, describes his embryonic creations when he set out to form a business in the early nineties: “I clumsily sandwiched biscuits – I bought bags of all kinds that I could lay my hands on- with chocolate for the children in the local villages around the Bekaa Valley.” Heikel was quick to respond to sweet-toothed demand, and his business grew swiftly. He bought a building, machinery, and took his brother on as sales manager. Two decades later what began as a one-man show is now one of the most well-regarded luxury chocolate brands in the world, operating out of 160,000 square metres of factory space. I sample several of his elegantly-packaged wares, they are refined and delicious.

There are still constant challenges, ones particular to operating within a turbulent environment. Ethel describes his approach as “The Lebanese reaction to a tough time.” Things change quickly, and he adapts. “Fuel and electricity are expensive at the moment. But we still train every employee how to wrap chocolates perfectly.” He stresses that Lebanon is an “open market country”. Saudi Arabia and Kuwait are the biggest buyers of his chocolates in the Middle East.

On the other side of the coin is Charbonnel et Walker, who have sold chocolates since 1875 out of their flagship store on Old Bond Street. Peter Irvine, Director of UK Sales and Export was adamant that even despite cruelly high rent, they would never change their location “to say, Regent Street”. Tradition is everything, even among employees. “Our average experience level on the core team is 25 years,” he added.

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And Charbonnel have – gradually, carefully, made some headway towards attracting a younger market. Their ‘handbags and heels’ range of shaped chocolates shifts 250,000 units per year, and their target demographic is no longer the over-sixties. Women between 35 and 50 are now Charbonnel’s most devout consumers – though their pink champagne truffle sets hearts racing across the board. Charbonnel remain suspicious of new trends. Peter sniffs that while introducing a sea salt flavour was a “brave but unavoidable risk”, you’ll “never see us start to use chilli. It’s not for us, and others do it better.” They ought to know what works. Charbonnel sell chocolate at a breathtaking £75 per kilo, a staggering margin beyond any other company present today.

Chocolate is addictive. Once they enter the chocolate world, people tend to stick around. “It’s a good place to be,” muses Richard Reilly. “One thing I would emphasise is the importance of ethics, though. People get very hung up on the idea of organic. But the thing is, that’s all just a question of certification. Cocoa is grown in places that are organic by their very definition. If you’re willing to pay a little extra for chocolate, spend it on fair trade. Make sure people are paid fairly.”