PastryScoop Chocolate Chat Series

Alison Nelson of Chocolate Bar
February 9, 2005

<Kate_PastryScoop> Welcome everyone. We’re thrilled to have Alison Nelson from Chocolate Bar with us today.

<Kate_PastryScoop> Obviously today's topic is CHOCOLATE!

<Alison_Chocolatebar> We love chocolate!

<Kate_PastryScoop> Anyone want to start off the questions?

<coco18> Hi, can you suggest some unique things to do at a children's chocolate party, ages three to five?

<Alison_Chocolatebar> Sure. I find that kids like big and messy, but you don't have to get too messy. Stick with s'mores or cupcakes—let them decorate!

<lysbeth> Alison, can you tell us how much time it took to take your store from idea to reality?

<Alison_Chocolatebar> It took four months from the day we finished the business plan to opening, but it was three years of thought.

<lysbeth> Wow, that is sure a quick turnaround!

<Alison_Chocolatebar> So much of it has to do with the right timing and luck.

<lysbeth> How about your book?

<Alison_Chocolatebar> The book took seven months. I was just out of the delivery room after having my daughter when Matt was showing me photos for approval!

<lysbeth> Thanks. By the way, your book is beautiful, I enjoy it very much.

<Alison_Chocolatebar> Thank you. It was a lot of fun to write and photograph.

<sugarartist> Alison, what is the over-the-top bestseller in your store?

<Alison_Chocolatebar> The over-the-top bestseller is spicy hot chocolate and the Elvis- peanut butter and banana marshmallow sandwich. The salty pretzel retro bar does pretty well too.

<Raina_PastryScoop> That bar is fantastic!

<Alison_Chocolatebar> Thank you—it’s my favorite as well.

<Kate_PastryScoop> That is my favorite!

<Alison_Chocolatebar> We are doing it in dark chocolate next.

<lysbeth> Peanut butter in a marshmallow. How do you combine the two?

<Alison_Chocolatebar> I actually layered peanut butter on the bottom of the banana marshmallow and enrobed it in dark chocolate.

<lysbeth> Ah!

<MOB> Can you suggest chocolates and desserts that pair well with Scotch?

<Alison_Chocolatebar> Ooohhh, Scotch is my favorite.

<Alison_Chocolatebar> I would pair it with dark chocolate truffles, or even a 99% cacao bar.

<sugarartist> Alison, how did you first get into working with chocolate?

<Alison_Chocolatebar> I am a serious chocoholic, a professional eater of sorts.

I had worked in many bakeries, cafes, and restaurants during and after college.

I loved the way chocolate has a science and art to it. That's what pushed me into it.

<Alison_Chocolatebar> The store came about because I wanted to see quality chocolate made more accessible.

<coco18> Do you make everything you sell at the Chocolate Bar, or do you get some things from other companies and package them under your name?

<Alison_Chocolatebar> We work with five different chefs. We create many of the recipes and we also carry some of their own things.

<lysbeth> How do you manage dealing with such a perishable product? Once the chocolates are made, you only have a limited time to sell them. How to you know what to make and how do you keep track?

<Alison_Chocolatebar> 90% of everything we do is made in New York City.

<Alison_Chocolatebar> We have deliveries every other day and make it in small batches. It can be a pain but the quality is worth it.

<Judiaann_PastryScoop> Alison, I often get asked by people who want to put chocolate display cases in their bakeries: What type of refrigeration system is best? I know you have to think about humidity.

<Alison_Chocolatebar> Humidity is a problem. We do not refrigerate our chocolates, but keep the room temperature no higher than 70 degrees.

<Judiaann_PastryScoop> Do you need a special low-humidity case?

<Alison_Chocolatebar> You would need a refrigerator that also dehumidifies.

<Alison_Chocolatebar> Yes, never use a "deli case." You need a special bakery case.

<Judiaann_PastryScoop> Are you able to store them at that temperature year round?

<Alison_Chocolatebar> Yes. If the chocolate has been tempered you can keep it at 70 degrees; but again, the life is shortened. Our truffles have a life of three weeks.

<lysbeth> I recommend using a wine cooler that adjusts temperature and humidity for storage. For display I know there are some companies that make the cases, but they are expensive.

<Alison_Chocolatebar> Expense is an issue, but worth saving the product.

<Judiaann_PastryScoop> The people who are asking me are already spending thousands on equipment. I always tell them that they need to get a case designed for low humidity.

<coco18> Alison, considering we had a black-out a few years ago, does the Chocolate Bar have a generator?

<Alison_Chocolatebar> No generator at Chocolate Bar. We sealed and packed what we could and gave away the rest to stranded folks.

<MOB> Any Valentine’s Day recommendations?

<Alison_Chocolatebar> I love Valentine’s Day. It's such a personal holiday. We came up with booty boxes this year—a play on words.

<Judiaann_PastryScoop> I love it!

<Alison_Chocolatebar> But great chocolate is the best way to go. It's the number one favorite food among women and second only to pizza among men.

<Sgrmagnlia> What is the best equipment for tempering chocolate?

<Alison_Chocolatebar> We have instructions on tempering in the book using a double boiler or a bowl over a pot.

<Alison_Chocolatebar> It's the easiest way to do it at home.

<Judiaann_PastryScoop> Unless you're tempering vast quantities, it's just easier to learn how to temper without special equipment.

<Sgrmagnlia> Alison, thanks, but I am looking to temper large quantities.

<Alison_Chocolatebar> Sorry, thought you were asking about small quantities.

<Judiaann_PastryScoop> If you look in the back of Pastry Art & Design magazine, they always seem to have ads for chocolate tempering machines.

<Alison_Chocolatebar> Also do a search online. Most of the chefs I work with have imported theirs from Europe, just because of preference.

<C8keDiva> What kind of chocolate do you prefer?

<Alison_Chocolatebar> I prefer dark, no preservatives or artificial fillers, usually around 84% cacao content.

<MOB> What about for those of us that want to make something, such as recipes from the book?

<Judiaann_PastryScoop> Truffles are easy.

<Judiaann_PastryScoop> Bark is even easier.

<Judiaann_PastryScoop> I love toffee coated in chocolate too.

<ryannkelly> What brand of chocolate do you prefer for enrobing?

<Alison_Chocolatebar> My favorite is Belcolade. But I also enjoy Guittard.

<Alison_Chocolatebar> Valrhona is my baking choice.

<MOB> Alison, you have recommended Valhrona for baking. Is there a chemical difference, or is it a recommendation based on flavor?

<Alison_Chocolatebar> It’s a recommendation based on flavor. I just find the brownies and cakes come out better for me. But it's really a personal preference.

<Judiaann_PastryScoop> Chocolate is very personal. You'll see that every brand and type has its own characteristics.

<coco18> Alison, do you use any preservatives or artificial flavors in your products? How do you ship your products in the warmer months while keeping down shipping costs?

<Alison_Chocolatebar> No artificial preservatives or flavorings. We do use liqueurs and such. We ship only overnight and pack in ice in the summer, so the costs are high.

<Judiaann_PastryScoop> Many of the smaller chocolatiers just don't ship in the summer months.

<Alison_Chocolatebar> It was a two month-trial-and error test to get summer shipping down.

<debbie> Alison, where do you get your inspirations for flavor combinations?

<Alison_Chocolatebar> My inspirations come from childhood memories, my mom's baking, customers at the store, and friends' recommendations. I keep an open attitude. Our FedEx guy created the black and white.

<Sgrmagnlia> What is the most requested favor for weddings? How do you keep them fresh, especially if it's an outdoor event?

<Alison_Chocolatebar> Most requested are truffles. Keep them in a cool dry place until the end of the event and do not have them delivered to you until two days before.

<Judiaann_PastryScoop> Alison, I know your company often works with creative people in the design world like Jonathan Adler. I think that's a great idea. How do you decide who to work with next?

<Alison_Chocolatebar> I approach people who are fun, who like chocolate, and who will hopefully want to work with me.

<Judiaann_PastryScoop> I think I need to buy the Alder chocolate bowls from your website!

<Alison_Chocolatebar> I love the Adler bowl. He really got what I wanted on that one.

<debbie> Alison, do most chocolates have a shelf life? For what period of time do you recommend storing them?

<Alison_Chocolatebar> Solid chocolate can be stored at room temperature for six to eight months if kept in a cool dry place.

<MOB> Alison, what is your website?

<Alison_Chocolatebar> The web address is www.chocolatebarnyc.com.

<Sgrmagnlia> What are your thoughts on chocolate fountains?

<Alison_Chocolatebar> I am afraid of chocolate fountains! But that's just me.

<debbie> Alison, do you have more sales from the shop or online?

<Alison_Chocolatebar> Sales are starting to even out, but the store has the web by about 10% right now.

<Alison_Chocolatebar> We're doing some very New York stuff this year–classic stuff that we will be debuting over the summer and into fall.

<Judiaann_PastryScoop> Your "chocolate girl" and "chocolate boy" t-shirts also make fun gifts.

<Alison_Chocolatebar> Thanks on the t-shirts. It's another way to keep chocolate in your life.

<Judiaann_PastryScoop> I agree.

<coco18> Alison, I enjoy making handmade chocolates as a hobby and give them out as gifts during the holidays and throughout the year. I’m having a hard time finding a company that supplies good, not cheesy, chocolate boxes. Any suggestions?

<Judiaann_PastryScoop> Try doing an internet search for packaging companies. I know there are several out there that make tasteful boxes.

<Alison_Chocolatebar> The box issue is a problem! I would venture into www.papermart.com and try the jewelry boxes instead of traditional candy if you do not want to custom-make your boxes. They are cheap but look great and come in a gazillion finishes and colors.

<Judiaann_PastryScoop> Yes, think creatively about packaging—especially if you only need a few. I like simple tins, wooden boxes, etc.

<Judiaann_PastryScoop> Also, try art supply stores for creative packaging ideas.

<ryannkelly> What is a good resource for custom packaging?

<Alison_Chocolatebar> Custom packaging— www.ptfreund.com.

<ryannkelly> Alison, I have seen anglaise-filled chocolates. What is their shelf life?

<Judiaann_PastryScoop> Depending on how they're made, anglaise and crème brûlée-filled truffles usually are best eaten within three days of purchase.

<ryannkelly> Do the anglaise truffles need refrigeration?

<Judiaann_PastryScoop> Yes, but I would take them out a few minutes before serving.

<Alison_Chocolatebar> Without preservatives, anglaise-filled chocolates should be consumed within a few days.

<sugarartist> Alison, are there any books or instructors that you would recommend to learn the art of chocolate from—more than just the basics?

<Alison_Chocolatebar> My favorite books are CHOCOLATE by Nick Malgieri, and anything by Tish Boyle, Jacques Torres, or Alice Medrich. It's good to get the basics down pat and then move to the more difficult.

<FCI_Jock> If anyone is interested in the pastry/chocolate classes at The French Culinary Institute, please contact me at jgrundy@frenchculinary.com. My name is Jock Grundy. Master Chef Jacques Torres is the Dean of our Pastry Program.

<Alison_Chocolatebar> Jacques is amazing and worth both reading up on and working for/with.

<Judiaann_PastryScoop> We'll be chatting with Jacques Torres on February 23rd.

<coco18> Alison, do you prefer chocolate at room temperature or cold, when eating it?

<Alison_Chocolatebar> I like my chocolate room temperature. I never get the full flavor if it's too cold.

<debbie> Any thoughts about white chocolate?

<Alison_Chocolatebar> White chocolate has its place in the world, but from a health standpoint, it's not the best for you.

<coco18> Who do you find are your direct competitors for your store and online?

<Alison_Chocolatebar> The chocolate industry, although very competitive, is also very much like a family. My competitors are anyone else who is making and/or selling quality chocolates. But the thing is, we all do things differently. And oddly, I've been helped and mentored by those considered competitors.

<coco18> Are you thinking of opening any other Chocolate Bars?

<Alison_Chocolatebar> I am in the process of negotiating a space for Chocolate Bar #2 in New York City and I’m looking in two other Northeastern cities—these to hopefully add a bakery component to.

<debbie> Do you hand dip your truffles and cut chocolates, or is there a quicker, more productive way?

<Judiaann_PastryScoop> Debbie, there are different commercial enrobers and a thing called a "guitar" that cuts perfect squares.

<Adam> I want to make banana bread with chocolate chips. Will the chocolate chips burn or should I just make muffins?

<TinaFCI> It shouldn't make a difference. The chocolate chips will not burn.

<Judiaann_PastryScoop> You should be fine with chocolate chips in your banana bread.

<Alison_Chocolatebar> I make banana bread with chocolate chips all the time. . . burning has not been a problem.

<Judiaann_PastryScoop> Alison, any advice for our members out there who are considering opening their own chocolate businesses?

<Alison_Chocolatebar> My advice for opening a chocolate shop:

<Alison_Chocolatebar> Make sure you love what you do, that you love working with people, and never compromise on quality in service or product. Your customers will let you know you're doing it if you do!

<ryannkelly> Do you know of a good resource for a sample chocolate business plan?

<Alison_Chocolatebar> Sample business plan, go to www.entrepreneur.com and look through their sample plans. Use either the retail or restaurant plan, depending on if you’re manufacturing or not.

<peter> What is your profit margin for a plain truffle?

<Alison_Chocolatebar> Profit margin is between 15-20% of the retail price.

<coco18> Alison, how much of an initial investment did you need to open your store and web site. Do you have investors or is it just you and your partner?

<Alison_Chocolatebar> We borrowed our start-up costs from family and friends.

<debbie> Does anyone have a website they use to order chocolate equipment or tools?

<Judiaann_PastryScoop> Debbie, check out our LOOK IT UP section on www.pastryscoop.com. We have a huge list of resources for tools, equipment, wholesalers, etc.

<Judiaann_PastryScoop> Debbie, I like J.B. Prince myself for many basic things.

<debbie> How about ordering chocolate online?

<Judiaann_PastryScoop> Same thing. Please check out our website which resources them all.

<Judiaann_PastryScoop> Unfortunately, we're out of time. Thank you, Alison, for joining us today!

<FCI_Jock> On behalf of The French Culinary Institute I would like to thank Alison, the Chocolate Bar, Judiaann Woo and PastryScoop.com for a great chat today! Please contact me if you have any questions about our pastry and baking programs. Jock Grundy at jgrundy@frenchculinary.com; 646-254-7532.

<Judiaann_PastryScoop> Thank you to all the guests who joined us today! You'll be able to read a transcript of this chat along with the others from our series on our website in a few weeks.

<Sgrmagnlia> This was great! Thanks Alison, and all.

<sugarartist> Thank you!!

<Judiaann_PastryScoop> Also, check out Chocolate Bar's website and cookbook for more ways to get chocolate into your lives!

<Kate_PastryScoop> Visit www.chocolatebarnyc.com.

<Alison_Chocolatebar> Thank you everyone!

<Judiaann_PastryScoop> Join us for the final installment in our Chocolate series as we chat with Jacques Torres of Jacques Torres Chocolates on Wednesday, February 23rd from 12:00 noon to 1:00 PM (EST).

<Kate_PastryScoop> We apologize for the technical issues and we hope you'll come chat again in a couple of weeks.

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