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We spent the last two weeks split between Northern and Southern California, meeting with potential clients, working on launching our website, logistics and other issues.
I attended the Fancy Food Show in San Francisco last week. There is a lot of chocolate out there, and a lot of fancy packaging especially. It’s heavy on the attention-getting factor, with a lot of pop, shine, and glossy finishes. Personally, for our products we’ve tended towards a more subdued look that reflects the natural qualities of our products; I know aesthetics and looks often sells the product, but my personal philosophy is that it’s what’s inside that really counts. There’s no greater disappointment than beautiful packaging with only a mediocre product inside.
Jeff Davis of Food Fete graciously invited me as a guest to the Food Fete, which is held separately from the Fancy Food Show but at the same time each year. I entered a beautifully decorated event venue, with several already known small companies making speciality foods as well as a number of newcomers to the scene. The atmosphere was laid back, festive, and casual. I was able to meet and chat with several members of the food press, mostly from the online world, as well as meet several small company owners and hear their stories. There’s a nice writeup about it
In Southern California, I met with an independent coffee roaster based in San Diego who has taken great interest in the Aequare line of chocolates. His is the kind of venue we’re looking to sell our chocolates in; small, independently owned shops who have a story of their own, and can appreciate ours.