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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 [email protected]
Joanne Currie [email protected]
Eve Neuhaus [email protected]

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

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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.

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The day the health department showed up at our little chocolate factory to ask if it was really true that we were storing chocolate off-site was right in the middle of the period our employees were making each other cry.

For the last four years, Sweet Earth Organic Chocolates has been situated on the second floor of my sister-in-law Joanne Currie's bustling restaurant and bakery, Splash Cafe, in San Luis Obispo, CA. We have a pretty display case downstairs and a successful online business selling organic, fair trade chocolate in as many forms as we can invent.

My husband Tom is a truly great chocolatier, Joanne is a brilliant manager, and we have a crew of dedicated and creative employees. The reviews are great. We even won the SF Chronicle's Battle of the Bittersweets. So the orders keep coming: more big bags of bulk chocolate made to Tom's specifications, more co-packing contracts, more holiday business, more new items all the time.

All of which equals less space.

When the third employee came to Joanne's office in tears (there just wasn't enough room for that many people to do their work well) the moment she got off the phone with the health department, Joanne knew it was time to look for more space. Luckily for us, there was an empty storefront just down the street at 1445 Monterey. The economic downturn worked in our favor. We discovered we could rent a retail space for what we would have paid for warehouse space a couple years ago.

So the shop is a bonus, and I am having the best time outfitting it. This blog will mostly be about that. I'm collecting chocolate books for a library (any suggestions?) and buying old chocolate molds, pots, cups and tins to sell, designing the windows and even painting the furniture, while Tom and his crew invent new delicacies for the cases.

We're planning to be open in early July. I can't wait!

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