How Credible Is A Chocolate Competition When There Is No Validation Criteria For Contestants?
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Opinion
Brad:
If you go to the Academy of Chocolate web site you will find the criteria for what constitutes "bean-to-bar." Specifically:
BEST DARK BEAN TO BAR (%)
Open to manufacturers who use cocoa beans (as opposed to cocoa liquor, paste, or couverture) as their raw material in any of the three specifications below.
Please specify on the entry form which best describes your bean to bar product. This is for office information only and will not be disclosed to the judges. [Emphasis in the original.]
- Tree to Bar. Made from beans managed by the producer. This is the end-to-end process of manufacturing owned and controlled by a single business.
- Tree to Factory. Management of cacao at the source with a third party manufacturing the bean to bar process.
- Factory Roast to Conch [sic]. Bar made from beans purchased from a grower or an intermediary. All manufacturing processes i.e. roasting, grinding, refining and conching owned and controlled by a single business.
IMO, these "distinctions" make it possible for virtually everyone to claim to be bean to bar. As I interpret the guidelines, I could make a phone call to ECOM and get a container of beans - sight unseen - delivered to ICAM and have chocolate made and I would qualify.
WRT to Papa Chocolat - if Callebaut sources the beans and someone else makes the chocolate for them then it fits under the Factory Roast definition. That said, I can see how Original Beans, Idilio, and Åkesson fit the definition - they source beans and have the chocolate made for them - Factory Roast again. But it's harder for me to see how some others fit. And I am fairly knowledgeable.
To me, bean-to-bar means – at the very minimum – all stages of the transformation of raw cocoa beans into finished chocolate are performed under the direct supervision and control of the company claiming so. Secondarily, it means that the company actually has to sell product (bars) at retail in a package with their own name on it.
I have long had a problem with the phrase bean-to-bar because of this malleability and I strongly encourage the Academy of Chocolate to take a long, hard, look at their classification criteria before the next installment of the Awards. This is because, in the long run, the context of the guidelines will get stripped from the award itself when it appears on a box or wrapper and the uninformed consumer will not see the asterisk that a knowledgeable professional might.
:: Clay