Moments Communications and Events
In its endeavour to strive for energetic and innovative quality, excellence and distinction, GASTRONOMICA has invited this leading Swiss chocolate company to showcase itself at various events:
The Master Chocolate Class and Vertical Chocolate Tasting event is being held on T hursday, 29 September 2005 at 09h00 at The Culinary Shed. This is a professional event presented by Gold medallist and world-cup pastry Chef En-Ming Hsu where she will demonstrate key techniques for successful chocolate work. The Vertical Tasting event (the first of its kind ever) explores the various flavours and depths of the cocoa percentage in each couverteur. This term is used for chocolate of the highest quality using purely cocoa beans and cocoa butter in its production. There is also special finishing process unique to couverteur. Tickets for this event are R150.00 per chocolate enthusiast!
On Friday, 30 September 2005, National Chocolate and Patisserie Invitational Challenge will take place.
This competition will set the standard for pastries in South Africa. The competition is being guided by Markus Farbinger, former professor and dean at one of the world’s top culinary universities. The President of the Jury for the “Coupe de Monde” (World Cup) of Pastry Making in Lyon, France of 2003 is En-Ming Hsu. Up to 10 finalists will be selected based on international criteria with top honours being awarded with an all inclusive trip to attend a master chocolate workshop at an international training workshop called the “Condirama” in Switzerland. The competition is open to pastry chefs, chefs, food enthusiasts, culinary and pastry students and instructors.
The cocoa tree was a natural choice behind the concept for the trophy because it relates to the medium (chocolate) to be used in the competition. Stefan De Bruyn, a well known and respected goldsmith working and living in Knysna, qualified as a goldsmith in 1994. His motto is “Never compromise on quality, integrity and service”. The design of the trophy was inspired by an engraving found on an ancient South American cocoa cup, believed to have been used in cocoa drinking rituals. It depicts a stylized cocoa tree with cocoa pods and orchids growing on it, and a Macaw, found in the wild only near these trees, landing on one of the branches.
Felchlin Company Profile
In 1908 Max Josef Felchlin founded the company. From simple beginnings, importing honey, a small chocolate factory developed. In 2003, the small factory now produces an extensive variety of semi-finished products, such as couvertures, coatings, fillings, flavoring pastes, baking masses and decorations for bakers and confectioners. From 1962 to 1992 Max Felchlin, son of the founder, was Director of the company. Constant further development permitted the move into the export trade. Today our products are exported in more than 40 countries. In 1987, the Condirama was inaugurated. It is a dynamic training center for polishing the special skills of the demanding customers and improving them in marketing performances.
A highly developed market performance concept that reaches far beyond just supplying products assures, together with the support of the customers, outstanding and lasting success. Felchlin is the trusted and dependable supplier of many widely renowned companies. Where confectionery of a high quality is produced, Felchlin components and services make a positive and certain contribution to business success.
The office and the production facilities of Max Felchlin AG are located in Switzerland, a strategically favourable position in the heart of Switzerland and in the center of Europe. Thanks to the legal form of the company, created by Max Felchlin, the independence of the enterprise is assured. The majority ownership is in the hands of the Felchlin family and is free and independent of other groups. Therefore, for every processor, Felchlin can be considered as a one-to one partner for success.
The clientele are exclusively composed of professional processors: bakers, confectioners, confiseurs, pâtissiers as well as catering enterprises and industrial producers of pastries, desserts and confectionery.
The future of Max Felchlin AG as an independent Swiss Company is assured. In August 2000, the new couverture production was put into operation, a true investment in quality. From start to finish, Felchlin products are produced by using traditional, careful methods in Switzerland.
In a recent taste test, all the world’s top couvertures were sampled and tasted by the Italian Pastry Academy.
Pre-eminent chocolate masters and connoisseurs have evaluated the snap, the taste profile and subtlety of the world’s top couvertures.
Felchlin Grand Cru Maracaibo 65 % Clasificado impressed exceedingly all the members of the jury — and was awarded first place, a full 30 points ahead of the runner-up.
Felchlin’s commitment is to select only the best superior cocoa beans from the best locations and plantations. Only the highest quality beans are shipped to Schwyz for traditional, slow and gentle processing of Felchlin’s Grand Cru Chocolate.
Max Felchlin AG exclusively supplies original, authentic chocolate to Pastry Chefs and Chocolate Masters world-wide.
HISTORY OF CHOCOLATE
Theobroma - The Cocoa Tree
The everflowering cocoa Paradise tree produces light-yellow and reddish blossoms all year round. The tree has its origin in Central America and flourishes in the humid Equatorial region.
The cocoa pods ripen from green to yellowish to red-brown directly on the tree trunk and on the thick branches. The pods contain 25 to 50 aromatic bitter seeds, the cocoa beans.
More than 200 years ago, Carl von Linné, the founder of modern botanic, gave the cocoa tree its botanical name "Theobroma cocoa" or "Food of the Gods". The name is justified as Chocolate has always been considered a heavenly delight. Chocolate is stimulating, it positively influences the cardio-vascular system, triggers feelings of happiness and desire. Some say that it has an aphrodisiac effect.
Xocolatl - Divine Drink of the Aztecs
Because cocoa beans taste bitter, they were roasted and then ground on a hot stone. The cocoa was whisked to a froth with water and spices and served as "Xocolatl" in golden cups. The Aztecs celebrated the Divine drink as the "Bridge to Heaven". Cocoa beans, called "Cacahuatl", were used as a means of payment.
The Discovery of Brown Gold
In 1502 Christopher Columbus was the first European to come into contact with cocoa during his fourth journey to the New World. However, it seems as though he did not show much interest in it. Hernando Cortez, the conqueror of Mexico, found cocoa interesting mainly because of its stimulating effect: "A mug proves a soldier with a day ’ s vigour". In 1528 he brought the first cocoa beans to Spain.
From Elitist Luxury to Mass Product
When Princess Anna married Louis VIII she brought this customary drink to the French court. This was the beginning of an inexorable and popular fashionable drink in Europe. With the start of the industrialisation of Europe, chocolate in solid form became increasingly appreciated. In the 19th century the Swiss made history by discovering the conching method and the Milk Chocolate. Today the demand for chocolate has increased greatly to a global uniform mass product without identity. However, the real chocolate lover searches for authenticity, the original, unspoiled chocolate quality.
For more information, a full programme of events on GASTRONOMICA and on-line bookings visit gastronomicakny.co.za or Tel: +27 (0)44-382 4048/9. For high resolution pics contact Lynn Giles on [email protected]
Issued By:
Lynn Giles
Moments Communications and Events
Email: [email protected]
Cell: 082 940 9035
Issued on: 12 September 2005
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