Testimonials from chocolatiers about opening their business
It’s clear: you can’t just snap your fingers and open a chocolate shop. What do the chocolatiers think? We interviewed them for you. Here are their testimonials and tips.
A poorly-protected business
In addition to these many steps, which can be seen as unnecessary bureaucracy, many sector professionals also regret the lack of support they receive from the political world and the heavy tax burden. Many also point out the lack of protection provided to chocolatiers and say that they would like their artisan status to be changed.
For some, like Laurent Gerbaud, chocolatiers should be categorised as a tourist attraction and enjoy the associated tax benefits.
The public powers should consider chocolatiers, like other types of shops, as a tourist attraction. There should be associate tax benefits”, according to Laurent Gerbaud.
Heavy social charges
In addition, charges are too high and difficult to handle for small businesses with just a few employees. Fingers are also often pointed at Afsca's requirements, regardless if they are related to administration or traceability.
“For Afsca, everything has to be labelled in French and Dutch in Brussels. It’s complicated for artisans, especially because we have to do all of the work for over 130 different products ourselves”, says Antoine Corné.
Note, however, that Afsca has recently relaxed the control and traceability requirements for some types of establishments which have insufficient resources to conduct a hazards analysis. See the Afsca website for more information about the relaxation of requirements.
Create a label to promote chocolate?
Belgium is known around the world for its know-how, its chocolate and its pralines. However, it’s difficult to assess the overall quality of the products.
“Because, there is chocolate and chocolate. For example, some tourist shops sell low-quality chocolate around the Grand-Place in Brussels. This isn’t really good marketing in other countries. The “Belgian chocolate” label is used for marketing purposes”, explained Jean-Philippe Darcis in 2014 in an article in l’Avenir1.
Many chocolatiers regret that the public authorities have not implemented regulations, and that there is no label in place to promote Belgian chocolate. However, Belgium did try to launch a label in 2000.
The Belgian government created the Ambao brand in response to a European directive authorising producers to use vegetable oils other than cocoa butter. This was intended to protect 100% cocoa-based chocolate.
However, the label didn’t last long because, while the chocolatiers complied with the regulations for praline couverture, it wasn’t always the case for the filing.
The chocolatiers were aware of the benefits of having a label, but they weren’t all in agreement on implementation. Here are some of their approaches:
- A “Made in Belgium” label of origin, and not just “packaged” in Belgium
- An extension of the label to include the product as well as to the proposed service and hygiene
- A label to differentiate artisans from industrial producers
- A label given by the suppliers (they know best what the chocolatiers produce)
For some, it’s also important to provide more information to customers so that they can understand the quality of the product and the impact it has on the environment. Others want more support from the public authorities. “It’s up to them to provide consumers with information”, explains Björn Becker.
Johan Domas-Conzemius and Frédéric Blondeel refer to communication media like the Gault & Millau guide2 and the EPV3 in France, as a source of inspiration for a future label.
However, it should be noted that FPS Economy’s “Artisan Commission” has provided legal recognition for artisans. The recognition highlights the authenticity of the business, the manual aspect of the work and the know-how involved.
In order to apply for this recognition, artisans must be registered with the Crossroads Bank for Enterprises, have fewer than 20 workers and be involved in a business which consists of the production, processing or restoration of items or of providing services.
At selection time, the Commission takes into account the manual and authentic aspects of the activity and the know-how based on quality, tradition and creation.
A logo certifying the recognition is then granted for a six-year period. While for some, like Philippe Lafont, the label is the most reliable one and “the only one with value”, not everyone agrees. For example, Pierre Marcolini believes that the label is not suitable because bean-to-bar chocolatiers with more than 20 employees cannot obtain the label whereas other, smaller ones who don’t make their own chocolate can be rewarded anyway.
(1) Verbiest, A. (2014, 19 April). Le chocolat belge n’a pas de label: “Le chocolat bas de gamme à la Grand-Place, une mauvaise pub”. L’Avenir. See: https://www.lavenir.net/cnt/dmf20140418_00465235
(2) In 2015, the French gastronomy guide launched a guide 100% dedicated to chocolate and patisserie. The guide highlights the many artisans who work in these fields and the most talented ones in our country.
(3) “Entreprise du patrimoine vivant” is an official French label issued under the authority of the Ministry of the Economy and Finance. It lists French companies demonstrating excellence in artisanal and industrial know-how.
