Author Archives: Tim Moley

  • Chocolove's Anniversary

    August 2016 marks the 21st anniversary of Chocolove selling chocolate bars. We started with the recognition that there were no US-based premium chocolate companies. Premium chocolate was a part of European daily life, so why not American daily life? Having traveled extensively through the years, I knew that premium chocolate would be something Americans would want. After extensive taste sessions, we were happy to learn that Americans could tell the difference in great chocolate and would pay a little more to get a lot more satisfaction.

    Chocolove went to market in 1995 with four chocolate bar flavors: Dark 55%, Dark with Cocoa Nibs, Milk 33%, and Milk with Cocoa Nibs. At that time, we were the first US-made chocolate bar to declare cocoa content, and the first to use cocoa nibs in bars. Our package was inspired by my father’s collection of postage stamps and envelopes, and also from a personal experience of receiving a package of chocolate from Switzerland. To bolster and compliment the package and love theme, we printed love poems inside the wrappers.

    We make our products with the awareness that people reach for Chocolove to share love, to reward themselves, and to pursue happiness. We know we are in the happiness business and we measure success by the number of people made happier each day.

    The Chocolove philosophy was, and still is, to make a great chocolate bar that everyone can enjoy; not only because of our great and fresh taste, but because of our truly great value in terms of price point for the quality that we deliver.

    As of January 2016, we have three new flavors: Extreme Dark 88%, and two filled bars, Salted Caramel in Dark, and Salted Almond Butter in Dark. The pillows of chocolate with filling inside these last two bars allow us to deliver more delightful flavors and more intense satisfaction.

    In 2015, we brought on board a master chocolatier/chef de chocolate, Patrick Peeters. He is a Belgian who is classically trained and worked his way up to master chocolatier over many years. He creates new taste treats for us daily and has some great new products for you in 2017.

  • Happy Father's Day

    While I may have learned to cook from my mother, it was my from my father that I learned about enterprise. Growing up in a family of five kids, I was his helper; perhaps because I was willing to listen, wanting to learn, or because I found it more interesting to be working than not. Frequently, my father would take me with him when he worked, which often translated into me working long hours with low pay, often for peanuts, literally.

    However, some of our endeavors were more classic-natured and make for good story telling. His father had owned a small soft-drink company in the late 1930s. So it was no surprise that my father knew how to make great lemonade. I can still recall (over 4 decades later) going to the SunMart  grocery store and watching my father negotiate with the Produce Manager to buy lugs of lemons. Then we would clear the shelf of bags of sugar, empty the Dixie Cup shelf, and finally make a major dent in the bagged ice freezer. It was one heavy grocery cart.

    My father's scale of doing a lemonade stand had me wide-eyed and oh-my-gosh-looking.  True to his and my dynamic natures, he put me to work in the sun and assured me I would sell more if he were in the shade, behind the scenes. I set up my stand of homemade fresh-squeezed lemonade on the edge of our property, which was the edge of the golf course next to the Number 4 tee. I learned the fine art of balancing sweet and sour and water and ice. I learned customer service first hand. I did so well at selling lemonade that I was shut down by the golf course club house because I was cutting into their revenue.  Even though technically I was on my property, I was forced to cease and desist. Ah, the early business lessons.

    While setting up an enterprise may not be in the cards this Father’s Day, perhaps a glass of lemonade, paired with a Chocolove Orange Peel in Dark Chocolate will be.

  • A Memorial Day Reflection

    On Memorial Day I remember my neighbor, Bill Johnston, who was like a father to me. Bill was a WWII veteran and was also a POW. He explained early on in our over-a-decade-long relationship that war was hell, and there would be no questions or stories on the matter. He did this with a slight Scottish accent and emphatically, like William Forester in the movie Finding Forester. Over the years he would, on his own, occasionally offer up anecdotes of early years of his life to help me understand him and the world, but never in a self-aggrandizing manner.

    He was a great story teller in the tradition and manner consistent with New Orleans storytelling and the 1930s. Bill, along with his wife Shirley, were English literature scholars and professors. Like parents, they provided encouragement in a general sense, helped me learn to read and write better, supported my love of poetry, and even made a personal loan to help Chocolove during the formative years. The loan has long since been repaid.

    On Memorial Day I reflect on my many years with Bill and ponder what other debts I owed and whether they have been paid. While it is not a repayment, per se, I give thanks to Bill and Shirley Johnston for their role in helping Chocolove grow.

  • Happy Mother's Day

    In the family I grew up in, one of our traditions was cooking breakfast for our mother on Mother’s Day. Reflecting back, even though as a boy I really didn't have the skills to cook, it was exciting that I was still given permission to try and make a breakfast for our mom. We would make a square meal breakfast and serve it on a tray along with coffee, cream, and sugar.

    Later in the day, we would give our mother some flowers (usually picked locally), a handmade card, and a box of chocolates. In retrospect, the chocolates were not that special. The kids all hovered around while Mom opened the box of chocolates and surveyed them. We waited as patiently as we could until she would pick one for herself and then hand out one chocolate for each of us.

    Over the years, as a child and a young man, I regularly helped my mother in the kitchen and in the process learned about cooking, tasting, and the joy of making food for others. One of my favorite things to make were chocolate chip cookies, because I got to sneak chocolate chips and eat cookie dough as I worked. I place Mother’s Day, and especially my mother, at the top of formative experiences that helped shape my ability to create and run a chocolate company.

    This Mother's Day, I hope you involve your children in cooking something for Mom. I am sure she will be quite happy.

  • New Wrapper Design, Same Great Chocolate!

    Chocolove has revised the wrapper design for all of our flavors. You may have seen some already.

    The impetus for the design change was that several leading retailers wanted Chocolove to continue being sold in their stores, but required that the wrapper display vertically. There were, however, a large number of reasons to retain a horizontal wrapper display, for those that wanted that option.  So to meet the needs of both vertical and horizontal displays, we designed a wrapper that is vertical on one side and horizontal on the other.

    The history of the wrapper design is that it evolved with various new product launches over the past 21 years. The original design was a collaboration between graphic designer Dave Shelton and myself.  Every 2 or 3 years, we rolled out a couple of new flavors and with them, a slightly different wrapper look each time.  The result was a line of 25 flavors with eight different looks.

    The current redesign attempts to gather the best elements of a number of previous design phases and standardize them into a more consistent look.  We will be making subtle adjustments over the course of the year.

    We are still a privately held, family run business.  The chocolate in most of our flavors are made from cocoa beans certified For Life.  We also continue to press forward with Non-GMO verification.

    A different look and more certifications, yet the same great tasting chocolate.

  • Website Under Construction

    Website. Construction zone.

    These two words or phrases seem out of place and disconnected, unless you work in customer service at Chocolove.

    I must say that we didn’t plan to build a website on the fly and have 20 things that needed fixing. We were forced to a new platform as our old license and software expired and was no longer supported with those all-important patches. Rest assured, we are in almost hourly dialogue with, and are gently bending, the website team to get it done and fix the bugs.

    If you have any need at all that is not being served by the website, call 1-888-246-2656, and we will do it the old fashioned way. Sort of like when the power goes out and you have to rely on candles and oil lamps--it can be kind of fun.

    We aim to "git 'er done" while we are all still having fun.

    Thanks for your understanding.

  • An Unexpected Gift at an Unexpected Time

    Finding Forrester is one of my favorite movies. Partly because I had a neighbor who was similar to Forrester, both in character and voice. My neighbor was a writer and at times, tried to teach me a thing or two about writing.

    The movie has a couple of scenes about giving and receiving. The phrase, "An unexpected gift at an unexpected time," is one that resonates with me. Over the years, I have had the joy of personally giving Chocolove to tens of thousands of people. I am not talking about the sale of Chocolove, but me actually handing another person a Chocolove bar. It really is a joy for me.

    While the holiday season may not be an unexpected time, perhaps Chocolove might be an unexpected gift to colleagues, co-workers, neighbors, your letter carrier, or any person who might find the gift unexpected.

    Happy gifting days.

  • Giving Thanks

    Thanks. Thank you. Those who know me and work with me know I say and write these words over 60 times a day. I give thanks every day I wake up and every evening as well. So it may come as no surprise that Thanksgiving is one of my favorite holidays.

    On the surface I like it because I get to cook, feed people, eat, and share time with my larger family.  Quietly though, amidst the hustle and bustle, I am resonating with a lot of gratitude, even days before.

    One of the ways I give thanks is to consider what other people want. And when I say other people, I am mindful (or at least in my view), that we are not separate, but all connected like a family.

    I thank with doing as well as with words. This year I made some choices for the larger Chocolove family feast: to hold the line on flavor, product integrity, and price.  We actually reduced our wholesale list price nationwide and you were deservingly at the heart of that decision. By working both harder and smarter, we found a way to do it—as our way of saying thank you.

    Happy Thanksgiving.

  • Fall

    Today the rain is falling gently… that slow, persistent cold rain; and with it, the leaves are falling too.  These two signs reveal that fall is here and winter is on the way.  Days like these remind me of hot chocolate - but not just any hot chocolate: hot Chocolove.  Yes, there is a difference.  Hot Chocolove is richer, thicker, and more filling; like drinking a chocolate bar.  You could use any Chocolove bar, but chips give a heartier, baked-brownie-type flavor.

    I will confide in you that for most of the cooking I do, I don’t follow a recipe, and after you make it a few times, you can arrive at your own proportions. Chocolove chips, milk and water are all you need.  I like to make hot Chocolove for others, so typically I have four espresso size cups on the counter.  I fill one with chips, two with milk, and one with water (you can use a measuring cup according to serving size and number of servings).  I pour the water and milk in a small sauce pan and place over heat, add in the chips, and whisk while bringing up to a boil.  I like to stop whisking before the boil and hold onto the pan handle and watch, then lift the pan as the chocolate boils. Let cool to a still hot but safe temperature.   Pour out a taste and serve yourself.  Here is where you then can decide if you want more water or more milk in your own personal recipe.

    I sometimes make it a little thicker if I have French bread on hand, so I can dip the bread in for a classic European treat.  Happy fall.Hot Chocolove

  • Chocolove's Beginnings

    Twenty years ago, I set up a trade show booth at a show called Expo East. I had worked since February of 1994 on research and development. In those 18 months, I had learned to taste chocolate like a professional wine taster, tea taster, and coffee taster, because indeed I had been training in all three types of tasting. However, to fully understand the chocolate taste took several months of daily tasting.

    Then I set about determining if our customer base could taste and would actually prefer the taste I had chosen. I did not presume my taste would work for them. I was pleasantly surprised to find out that almost all of the 120-member panel could indeed pick out a premium chocolate from the 10 other samples, and actually preferred it over lesser chocolate alternatives. So we had a winner: Belgian chocolate.

    Of the 120 panelists, I invited eight "super consumers" (people who had eaten a lot of different types of chocolate and ate chocolate regularly) to weigh in on the name and packaging. Several package designs were shown and the one chosen was the love letter. The envelope from afar, bearing delights for the heart, was deemed most consistent with the Chocolove experience. And the matching name was Chocolove.

    So on day one of Expo East 1995, I set up my booth and served Chocolove to the world. The response was a very excited set of show attendees and I had to hustle to keep samples on the plates. Over the years, I was a regular server at trade shows, often serving more than 7,000 people a show.

    Twenty years later we are making the same great taste. Thanks for your trust and thanks for the memories.

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