Has there ever been a better time in world history for chocolate lovers? At first glance, that might seem like a wild statement, but consider the evidence.
In recent years, nonprofits and journalists have exposed serious labor abuses on cacao farms across the chocolate-producing world, prompting widespread reform in the industry. Dovetailing with that call for rehabilitation has been the explosion of the bean-to-bar movement, in which manufacturers control every step of the chocolate-making process, emphasizing support for humane, high-quality cacao farms and monitoring the sourcing of every other ingredient that goes into their final product.
The result is a more artisanal, less processed, eminently tastier, and definitely kinder chocolate.
“I actually thought I didn’t like chocolate, but that’s because I hadn’t tried true, authentic bean-to-bar chocolate,” says Sharona Sandberg, Salon du Chocolat NYC show manager for global event organizer Messe Frankfurt, Inc.
Sandberg is thrilled to introduce other would-be chocolate lovers to the depth and diversity of chocolate at the first Salon du Chocolat show in New York since the onset of the COVID pandemic. Held at the Javits Center from March 21–23, the three-day chocolate affair is designed to entertain casual chocolate enthusiasts of all ages and to provide an opportunity for members of the chocolate industry to network, find new products or outlets, and make connections for the future.
Founded in 1994, Salon du Chocolat is the world’s largest event dedicated to the business and pleasure of chocolate and cocoa. Originally a Paris exclusive, Salon du Chocolat has expanded to cities around the world, including but not limited to Tokyo, Beijing, Istanbul, Montreal, Dubai, Lima, and New York.
Treats in Store
“The Salon du Chocolat NYC will be an immersive experience for families and industry professionals,” Sandberg says. “There will be plenty of exhibits and opportunities for everyone in the chocolate business, but it will also be fun and interactive for families and people who just want to learn more about chocolate. When I was planning the event, I spoke to so many people and professionals who have fond memories of attending the shows as kids in cities across the world. I wanted to re-create that here.”
To ensure that the 14,000+ expected visitors can attend and sample chocolate and pastries from the 60+ exhibitors hailing from 16 countries around the world without battling crowds or worrying about runs on bonbons, Sandberg is planning timed entries with two-hour time slots.
“Attendees can reserve time slots just like they do at museums,” she says. “We want to make sure everyone has the opportunity to move around freely and see everything they want to see, to sample and buy loads of chocolates.” While attendees must enter during their allotted time slot, they aren’t required to leave after two hours.
World-class chocolate makers like Fruition Chocolate Works and VillaKuyaya Organic Dark Chocolate will be handing out free samples to ticket-holders, and attendees will also be able to buy chocolate from their favorite makers. But the real draw for many will be the incredible personalities, artful exhibits, and culinary mashups they can devour.
Key Workshops
Dig into Culinary Theater, with demonstrations from the who’s who of the chocolate world, including Jacques Torres, Ron Ben-Israel, Martin “The Pie Queen” Howard, Shaun Velez, and more. (There will be demonstrations scheduled throughout the three-day event.)
Check out the Fashion Showcase, an area dedicated to chocolate “dresses” crafted by designers and chocolatiers that blend fabric and edible treats for a sweet treat for your eyes.
Get your hands tastefully dirty with the Bean-To-Bar Activation Area, sponsored by Diamond Custom Machines, where attendees can explore the craft of small-batch chocolate and discover the journey from cacao bean to finished bar.
Watch magic in action during Chef Håkan Mårtensson’s Live Chocolate Sculpting. The renowned artist and chocolatier will transform enormous blocks of chocolate into a lifelike dragon over the course of three days.
Pop into the Bite-Size Kids Zone to enjoy a fun education for fun-sized chocolate enthusiasts. They will be able to decorate truffles with assorted toppings under the guidance of Roni of Roni-Sue’s Chocolates fame. Kids will also get insight into the process behind bean-to-bar chocolate, and can settle in for a live reading of Nettie Atkisson’s The Chocolate Seed and round out the area with Kristen Atkisson creating one-of-a-kind arts and crafts to take with them.
Get creative at the Fashionista Workshop, where attendees can design fashionable (edible) outfits for their hand-held chocolate mannequins. Ages 12+. Each creation will be packaged for takeaway.
The Nitty Gritty
Salon du Chocolat NYC will be held at the Javits Convention Center at 429 11th Ave. in New York. Friday, March 21, 11am–7pm; Saturday, March 22, 10am–5pm; Sunday, March 23, 10am–5 pm. Purchase tickets at Eventbrite.
Purchase tickets for Fashionista Workshop from Cocoa to Couture at Eventbrite.
So has there ever been a better time to be a chocolate lover? Nope. Especially March 21–23 in New York City.
