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 botanics, 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.

 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 their products are exported to more than 40 countries. In 1987, the Condirama was inaugurated. It is a dynamic training centre 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 centre 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.

FELCHLIN’S GRAND CRU MARACAIBO 65% NAMED THE BEST COUVERTURE IN THE WORLD!


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.

On 19 October 2004, the Pastry Academy organized a pastry symposium in Ferrara, Italy for the celebration of the awards. The President of the Pastry Academy, Giovanni Pina handed over the prestigious Award to Claude Schellenberger, Export Marketing & Sales Manager of Max Felchlin AG.

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.