Press release

This press release took me all day to write, but in the late afternoon it went out to over 60 local media outlets. I got two responses right off: an automated response from a reporter who's in Morocco for a month (sounds nice!) and a call from another who wondered if we might hire her nephew. I think we'll get some buzz out of it though.

Press release:

June 16, 2009
FOR IMMEDIATE RELEASE

Contacts: Tom Neuhaus tom@sweetearthchocolates.com
Joanne Currie joanne@sweetearthchocolates.com
Eve Neuhaus eveneuhaus@gmail.com

Sweet Earth Chocolate Shop Grand Opening July 11

Sweet Earth Organic Chocolates announces the Grand Opening of its first retail shop on July 11, 2009, 11 AM, at 1445 Monterey Street, San Luis Obispo, four doors down from its present home above Splash Café-Artisan Bakery. The shop will carry an expanded assortment of their award-winning organic, fair trade chocolates as well as chocolate memorabilia, art, and cocoa-butter-based body-care products.

Chocophiles of every taste will find something to love in Sweet Earth’s broad range of delicacies — from the deepest of rich, aromatic dark chocolates paired with complex and exotic flavors (try the cinnamon ancho Aztec Truffle or the pineapple coconut Piña Colada), to the playful array of chocolates on sticks. New items also include creamy chocolate and peanut butter fudge, classic cherry cordials, and a line of vegan truffles.

Visitors enter the shop through a magical glass door created by San Luis Obispo artist Frank Zika set into a fanciful jungle of painted cacao vines. Inside, beautifully displayed chocolate is offset by bright hand-painted furniture and an eclectic assortment of books, china, tins and tools, all related to chocolate, from a 1943 ad (“U.S. Troops Fight on Chocolate Diet”) to a two-faced Peruvian drinking vessel. On the walls, continent-shaped collages display photos of chocolate production around the world.

As always, profits from sales directly benefit cacao farmers in Ghana and Cote D’Ivoire through Project Hope and Fairness; and, as always, Sweet Earth Chocolates are made from carefully selected beans grown in Fair Trade certified co-ops in Peru and Dominican Republic and are certified organic by CCOF. Sweet Earth is a local, artisan business and its chocolates will continue to be produced by hand on the second floor of Splash Café. Tours are available.

Tom Neuhaus, chocolatier and founder, learned his craft in Switzerland and from Jacques Torres at Cornell’s Hotel School. A professor in the Food Science and Nutrition Department at Cal Poly, Neuhaus also runs the student enterprise project, Cal Poly Chocolates. He travels to Africa regularly to work directly with the people of the cacoa-growing villages Project Hope and Fairness sponsors.

Contact numbers: Sweet Earth Chocolates (805) 782-9868
Joanne Currie (805) 544-7759
Tom Neuhaus (805) 441-6727
Eve Neuhaus (805) 441- 6739

Last weeks at home

Lately I've been spending a good portion of my time accumulating an eclectic assortment of chocolate things for the shop. Most of the stock is here now, and I've stopped looking for more for the time being.

Yesterday I ordered some postcards of old chocolate ads, framed three gorgeous chocolate trading cards

and an ad from a 1943 Life Magazine ("U.S. Troops Fight on Chocolate Diet"), and I cleaned the Godiva truffle trays that go in our big case. We call that case the Cadillac because that's what it is, an old one but a Cadillac nonetheless: sleek, curved glass and mirrors, gold trim. It's from St. Augustine, Florida. The other case is the Chrysler. In its previous incarnation it was a bakery case in a diner in North Hollywood. It has fins.

The new floors in the shop look great and the carpenter is working on the cabinets.

We're planning to open July 6!

The New Door

Frank Zika brought the new door over today so we could see it in place and choose between several inserts. He does amazing work!

We chose this pattern but in a light azure blue. This is California, after all.

While he packed up, I took a picture of the interior paint. One wall is a rich (what else?) chocolate brown.

What the Mailman Brought

This is a picture of Karin Sander's "Siegfried" from the German book, Kunst in Scholade (Chocolate Art). Today's mail brought a fine new copy for the store in addition to a few more treasures:

The hot chocolate cup is my favorite. It's Austrian, made by Higgins and Seiter, translucent china with delicate roses and gold trim, and a wonderfully eccentric spiraling handle.

I also like the rabbit mold very much, even though it's only half there. He has a rather dignified look and stands on his own.

The other books all come from paperbackswap.com, where I've been using all my credits on chocolate books for the library. The shop will have a good library as well as chocolate books, new and used, for sale.

I thought I might sell the switch plate, too, but now that I see it, I know exactly which switch to use it on in the shop. Maybe I can find some more to sell...