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Barry Callebaut presents the first WORLD CHOCOLATE MASTERS at the Salon du Chocolat in Paris

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September 13, 2005
Overview

World Chocolate Masters: press kit

Press kit [2 MB] Dossier de presse [2 MB]

A top level international competition promoting the creative use of chocolate in all its applications and dedicated to the theme of surrealism.

On October 21 and 22, 2005, Paris takes over as the chocolate capital of the world and hosts the finals of the WORLD CHOCOLATE MASTERS, a spectacular international competition organized by Barry Callebaut, the world’s leading manufacturer of high-quality cocoa, chocolate and confectionery products.

An Oscar ceremony for chocolate

A competition open to the world’s most talented chocolate craftsmen, the WORLD CHOCOLATE MASTERS can be considered as the “Oscar” in chocolate making. A jury of internationally renowned professionals, with Gaston Lenôtre as honorary chairman, will meet to choose the winners from the finalists of the first round of national selections.

The WORLD CHOCOLATE MASTERS was initiated by Barry Callebaut as an event amalgamating two of the profession’s most prestigious competitions: the “Grand Prix International de la Chocolaterie” organized in France by Cacao Barry and the “International Belgium Chocolate Award” organized by Callebaut in Belgium. The objective for the new event is to showcase original and innovative use of chocolate in all its forms.

A perfect pairing: surrealism and chocolate

Just as the surrealists achieved an artistic synthesis between reality and dreams, chocolate artisans explore the two sides to the character of chocolate. Part angel, part devil, chocolate comes in contrasts of dark and light.

Its permutations and flavors are a source of shared delight and private pleasure. Children instinctively love milk chocolate while chocoholics covet pure dark chocolate. A yin and yang of sensations, chocolate is infused with complementary qualities that combine to create a moment of pure pleasure!

Today, chocolate has evolved from being a consumer product to become an inescapable ingredient in trendsetting. Cosmetics makers, fashion designers and film makers have raised chocolate to new heights by establishing it as a veritable icon for the 21st century.

By choosing surrealism as the theme for the first edition of the WORLD CHOCOLATE MASTERS, the organizers challenge contestants to infuse their artistic showpieces with the spirit of this movement. Creativity is given free reign. The only requirement is that finalists must use the finest chocolate for their creations. As necessary, they can also draw inspiration from the works of the surrealist masters such as René Magritte, Joan Miro, Max Ernst, Man Ray or Salvador Dali.

Judging by the imagination and quality of the works presented in the national heats, which shared the surrealist theme of the upcoming finals, spectators can expect to see a mould-breaking display of artistry in chocolate.

Showcasing creativity and originality in chocolate making

The purpose of this international competition is to promote recognition of the personality, audacity and ingenuity of chocolate artisans. In keeping with this objective, the jury members will seek to honor original recipes and beyond-the-box concepts.

The contestants participating in the WORLD CHOCOLATE MASTERS we re selected through national heats in 2004 and 2005 held at leading culinary institutions and trade shows.

This first phase resulted in the selection of 17 finalists representing 16 different countries, who will measure their talents at the finals held at the Salon du Chocolat and at Ecole Lenôtre on October 21 and 22.

Sixteen chocolate professionals will judge the work of the contestants, basing their decisions on both the artistic and technical qualities of their creations.

After deliberation by the members of the international jury, the award ceremony will be held on October 22 at Ecole Lenôtre, in Plaisir.




A two-day celebration of chocolate in October

FRIDAY, OCTOBER 21, 2005
Starting at 6:30 p.m.
Exhibition of 17 artistic showpieces at the Salon du Chocolat
Barry Callebaut Stand No. A56, Avenue Quetzalcoatl - Hall 5
Parc des Expositions, Porte de Versailles - F-75015 Paris, France

SATURDAY, OCTOBER 22, 2005
From 6 a.m. to 7 p.m.
Practical session
École Lenôtre
40, rue Pierre Curie - BP 6 - F-78375 Plaisir, France

Starting at 9 p.m.
Closing ceremony
Café Lenôtre – Pavillon Elysée
10, avenue des Champs Elysées - F-75008 Paris, France


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Contacts
Barry Callebaut
Carol Véron
PR manager Division Gourmet
Tél. +33 1 30 22 85 34 
carol_veron@barry-callebaut.com

Barry Callebaut Press Relations
World Chocolate Masters
c/o Trimedia Communications
Rabia Ider - +33 1 55 30 70 81
radia.ider@trimedia.fr




Barry Callebaut:
With annual sales of more than CHF 4 billion for fiscal year 2003/04, Barry Callebaut, headquartered in Zurich, Switzerland, is the world’s leading manufacturer of high-quality cocoa, chocolate and confectionery products – from the cocoa bean to the finished products on the store shelf. Barry Callebaut operate more than 30 production facilities in 23 countries and employs more than 8,000 people. France is home to the headquarters for the Gourmet & Specialties business unit as well as two production sites: Meulan for chocolate and Louviers, the Group’s only cocoa processing plant in Europe. The company serves the entire food industry, from food manufacturers to professional users of chocolate (such as chocolatiers, pastry chefs or bakers), to global retailers. It also provides a comprehensive range of services in the fields of product development, processing, training and marketing.