NEWS

23 May 2008

May 25th saw the first appearance of Belcolade in Bulgaria. The day had a dual purpose of launching Belcolade on the local market, but also be part of the global celebrations of Belcolade’s 20th birthday. The day began with a welcoming party to the Puratos factory for the media and VIP’s, including the Belgian Ambassador, H.E. Philippe Beke. In fact, a specially decorated Belcolade chocolate bus transported 28 journalists from 25 different media sources, including 2 TV stations and National radio.

The press conference was composed of various speeches, innovation centre and factory tours, and even a quiz to better help guests understand Belcolade's "Cyrano Approach" with its Origin chocolate range.

The rain clouds cleared at 7pm just in time for the start of the "Belcolade Belle Epoque" evening event. But why this theme? Belcolade is featured in a very wide and historical context. It is presented as a brand corresponding to the long and fruitful Belgian tradition of chocolate. The message was that Belgian chocolate rose to universal fame during the epoch of beauty, style and refinement - Belle Epoque, and Belcolade is the new beautiful epoch of chocolate, a follow up of a glorious past. A theme of beauty, sophistication and style is accentuated in the event's key words Bel (colade), Bel (gian), Bel (le) Epoque.

The venue was fantastic - Belgian Embassy Residence with beautiful gardens, themed decorations - flowers and floral arrangements characteristic of the Belle Epoque ; decorative cushions with floral patterns, stylishly ornamented benches and chairs, on the ground lanterns and lanterns hanging on trees in the garden, specific illumination and candles.

Guests arrived to see a huge Belcolade logo (3 metres in size!) at the entrance and actresses dressed in costumes from the time of Belle Epoque welcoming everybody. All guests received as a welcome gift a Belcolade fan inscribed with recipes of drinks which were being served, all based on Belcolade chocolate of course.

The Belgian Master chocolatier Philippe Lafont prepared a great sculpture with flowers, and the Romanian patissier Marius Dutu is preparing pralines with Easy Temper.

After various speeches (moderated by a famous Bulgarian actress) a thematic music concert began. A ladies Quartet performed modern arrangements of classical pieces. At the same time, a sommelier positioned behind a chocolate wine bar began to explain to guests how various wines are combined with chocolate. It is fair to say that all 250 guests (including customers - bakers, patissiers & chocolatiers, Ambassadors, politicians, people from the show business, journalists and renowned businessmen, members of the Belgian-Bulgarian Business Club) all went away even more in love with chocolate!

The evening closed with the unveiling of a huge birthday chocolate cake and fireworks. Happy Birthday Belcolade!!