Meet Jen

Occupation: Pastry ChefTitle: Head baker Company: Batter Bakery

User: Jen Musty

Jen’s Natural Environment: Batter Bakery kitchen

User: Jen Musty

The

Object

of

Jen’s

Obses-

ession

Double Chocolate Chip Cookies

Double Chocolate Chip Cookies

And everything else chocolate.

And everything else chocolate.

No one buys, bakes, and eats more chocolate than Jen.

Seriously.

This is what Jen says when buying chocolate

Jen inherently trusts only “artisanals” as they are

created by expert chocolatiers

“Quality ingredients are key. I would try any of

the higher-end chocolates.”

Jen’s favorite artisanal flavor:

Cacao Barry

This is what Jen thinks when buying chocolate

Yet more mass brands

Artisanals to die for

Hershey’sNestléMars

Guittard

Ghirardelli

Valrhona

Cacao Barry

Michel Cluizel

Mass ‘high end’brands

Jen’s Chocolate Brand Caste System

Scharffen Berger

Cadbury

This is what we see in Jen’s kitchen

Mrs. Richardson’s: a cheap, mass brand of

caramel

(Jen doesn’t seem to be opposed to mass as long as it’s tasty and

trusted)

… but, Jen uses it because her mom used it when Jen was growing

up.

What Jen really seems to want is taste, texture, and …

… a truly knowledgeable supplier

If only Jencould get beyond labels

labels

labels.

Meet Gary

Name: Gary GuittardOccupation: ChocolatierTitle: CEOCompany: Guittard Chocolate

Name: Gary GuittardGary’s Natural Location: The Guittard Chocolatier Office

The

Object

of

Gary’s

Obses-

ession

Criollo

Criollo.

Criollo (krE-O-yO):a mythical breed of white-colored chocolate, exceedingly rare with a delicate flavor between milk and dark

(rare like a unicorn)

And everything else chocolate.

And everything else chocolate.

1879. Like we said, this is a long-term chocolate relationship

A San Francisco phonebook from 1879

Guittard – Sansome Street

No one knows more about chocolate than Gary.

Seriously.

And yet, when Gary talks to choco-hip bakers like Jen, he feels like that kid at the middle school dance.

You know, that kid.

He may not technically be “artisanal” but he’s not exactly Hershey’s …

(does this sign seem cold, corporate, conglomerate?)

If only hecould escapebeing labeled

labeled

labeled.

Two people

unitedin acommonpassion . . .

Chocolate

Hazelnut F r

e

n

c

h

Drin

king

White

D

rkBelgian

Mint

Un

sweete

ned

Sweet DarkBittersweet

Milkouble

Sweet Hot

Bakin

g

riollo

And yet Jen can’t see it

What Gary needs is a way to share his deep knowledge with his consumers.

(Momentary pause, while we consider)

What if

What if

What if

What if

What if Jen knew more about Gary’s expertise

What if Gary was able to communicate with Jen

What if we brought Jen and Gary together

What if we brought Jen and Gary together

together

together

Picture it happening

(honestly, picture it)

Gary Jen and her chef friends

and

Picture a world where

Gary: “Come talk with me online (not in a sketchy way)”

Jen: “Wow, this guy knows his stuff”

Gary reaches out to Jen

Jen: “You had me at hello.”

hello.

Picture a world whereJen can tell Gary how she feels

Jen: “Can you get rid of that hideous green mint chocolate?”

criollo

Gary: “I’m burning it as we speak.”

This new world could look like this

chocolate love blogbakers unite!

DISTRIBUTIONPRODUCTSCHOLARSHIPSLOCAL EVENTSWHO’S USING

Where’s Gary?VENEZULA (5/26)Most of the world's cacao is still grown on small farms. The past few weeks, I have had the chance to speak with families depend on cacoa for economic livelihood. On this trip, I was visiting a community that is replanting the rare criollo varietal. Processing for this bean is similar but not identical to the more robust and common beans. The Criollo is harvested, fermented and dried, farmers have as many as 2-3 to get their dried cacao beans to market, via donkey for instance….(more)

PARIS (4/11)My family first started making chocolate in France over 150 years ago. This month, I went back to talk to some of my favorite chefs: Peirre Hermes and the folks at Laudree. I can never get enough macaroons when in Paris. Stateside it’s hard to find anything comparable…(more)

Bouchon Bakery’s dark chocolate tarteCitizen Cake’s double chocolate cupcakesJen Musty’s espresso chip cookies

recipe box (enter)

WHAT’S NEWS?

Pastry chef Zac Young of Butter has teamed up with designer Nicole Romano to showcase what they consider their masterpiece: "Bakewear," a tempting — and totally edible — dress. The fashion statement will make its debut at the 10th Anniversary Chocolate Show tonight,

PastryGrrl: Guittard is the only brand that has them. Love those chips! Using them in my brownies to cut the sweetness

JJ: Looking for a good unsweetened chip? Any recs?

chef2chef: Chocolate. Discuss.

Rebecca S: I have been hearing a lot about Criollo, has anyone tried using it in powered form? Let me know…

post

more

hosted by Guittard, open to all who bake. please be candid (we won’t take offense) got

feedback?(click here)

SCHOLARSHIPSSCHOLARSHIPS‘Join the Guittard family’

culinary scholarshipsNew chef-focused

events and workshops

Gary: “Let’s talk and make choco-love”

and it’s not just online….

LOCAL EVENTSLOCAL EVENTS

Gary: “Remember Guittard when you make it as a chef”

Suddenly

Suddenly

Suddenly

we have

Garyas a chocolate lover

Garyas the unpretentious expert

Garyas the face of Guittard

And

community of chocolate loversA connected

passionate community of chocolate loversA

lively community of chocolate loversA

And

A brandspirited

valuable

differentiated

Come share your choco-love

Guittard(and meet Gary)

Now experience the chocolate yourself!