Unicahome hits SF: Tcho Chocolate
Tcho Gift Store
Unicahome hit San Francisco to attend the NASFT (National Association for the Specialty Food Trade) show at Moscone Center. “Specialty Food” does not mean “Gourmet,” incidentally. The show is usually filled with bottled sauces and product which you would only serve under disaster (natural, of course) circumstances.
Despite the new economy we did find product from interesting companies (or is that vice versa). We were pleased to see up-and-coming companies return with new ideas, and old familiar faces in new roles. In future posts we will introduce you to some of these companies and their products.
One of the companies is San Francisco-based Tcho Chocolate. Tcho chocolate company bills itself as “New American Chocolate.” We visited their factory for a small party and found that and quite a bit more.
Founded by Louis Rossetto, Jane Metcalfe, and friends, Tcho is determined to push the chocolate industry into the 21st century through a combination of sourcing, education, social endeavors, cool packaging, and hard work. And, oh yeah, great chocolate.
Selling and eating chocolate is an educational process to the folks at Tcho. No longer is American chocolate just a candy bar. Like California wine, Tchocolate may be understood through varietal, cacao percentage and origin. The company has developed a ‘flavor wheel’ for chocolate, designating nutty, chocolately, citrus, fruity, and the more elusive earthy and floral as the primary flavor components. Their products are designated according to the flavor wheel (you can purchase a ‘citrus’ bar, for example,) and have a fairly high cacao content versus the traditional American palate. That traditional American palate, however, has been weaned on products like Hershey’s (which has a somewhat sour flavor) and introducing chocolate with nomenclature to the public must be a difficult row to hoe. This year, the firm has introduced two milk chocolates with differing cacao content- a compromise that is certain to increase sales substantially (and they’re good). This is a deviation from their business model which has been touting the health benefits of dark chocolate. Sometimes you have to give the people what they want so you can tell them what they need.
The party was held at Pier 17 in San Francisco, where the firm has their factory and storefront. Their image/packaging, like their product, is very different. Designed by Edenspiekermann, the packaging is colorful and artsy; promoting fun rather than luxury. Pier 17 was similar. Colorful and creative, all that were missing were the oompa-loompas. Evidently they were in bed, as Louis showed up with his kid’s badge proclaiming him Oompa-Loompa #1.
We were expecting chocolate fountains and strawberries. We were wrong. The party was a delightful celebration of the collaboration between Tcho and their community. Chocolate beer from Samuel Adams, chocolate pasta from Mo Couture of Eduardo’s Pasta Factory, wine pairings from regional vineyards, and more. Conversation with Chris Tan, CGO (Chief Gelato Officer) of Gelateria Naia, placed emphasis on supporting quality local companies, especially since the other SF producer (Scharffen Berger) was sold. Tcho quality, in turn, is represented in the product from Chris and Mo. I don’t know if Unicahome is ready for gelato sales, but I would expect Eduardo’s to be available here once they get out of beta testing. Amazing.
Stuffed like Violet Beauregard, we went into the night.
Welcome to the 21st Century, chocolate. Tcho is a firm that ties goods and community together in a complete quaternary structure, supporting and linking everything from farmer, end user, and secondary manufacturers. The “New American Company,” perhaps. Firms such as Tcho will figure strongly in Unicahome 3.0.
Learn more about Tcho at tcho.com.
Related Posts
Unicahome.com was founded in 1998 by Hugh and Bonnie Fogel. Featuring over 65,000 products, Unicahome.com is a complete lifestyle store for home, office and contract use featuring Bridal Registry, Furniture, Lighting, Accessories, Barware, Food and Great Gifts from noted designers and top brands sourced worldwide. Our 18,000 square foot store is located in Las Vegas, Nevada, just minutes away from the world famous Las Vegas Strip. We hope you enjoyed your visit to Unicaworld!
Sign up for the Unicahome mailing list to receive regular updates. Trade Sale Inquiries Welcomed.
TCHO reminds me of Valrhona with its high tech factory and close attention to nothing less but excellence. Only, TCHO now stands out by focusing on flavor profiles (nutty, fruity, citrusy…) rather than cocoa %. Sometimes, who can tell the difference between a 65% and a 70% chocolate after all?