NEWS

30 March 2004

Choco-Story - The Chocolate Museum, a private initiative of the Van Belle families, opened on March, 20th, 2005 in the centre of Bruges. In the historical house “de Croone” that dates from around 1480, the history of chocolate, along with past and present production and application techniques are illustrated with almost 1000 unique objects.

Cocoa has stimulated our taste-buds for centuries: from the spicy drink of the gods in the Maya and Aztec civilizations to the popular sweet chocolate-flavoured milk in Europe.  When you realize that three-quarters of people love chocolate, it is hardly surprising that there is enormous fascination with this exquisite delicacy.
Frequently asked questions include "What are the origins of chocolate?", "How did chocolate become popular in Europe?", "What is the secret of delicious chocolate?", "Is chocolate an aphrodisiac?

Choco-Story | The Chocolate Museum aims to answer these and other questions, and brings the 2500-year history of chocolate to life in words, pictures and taste.  The museum totally immerses you in the fascinating world of chocolate and leads you on a sensory journey through time, where you not only see, but also smell and taste!

The museum, a private initiative by the Van Belle family, is being sponsored by Belcolade, the last manufacturer of authentic Belgian chocolate that is still Belgian-owned and based in Belgium.  Apart from its financial support, Belcolade has also donated a collection of equipment and objects for preparing and processing chocolate to the museum.

From "Thcocoatl" to "Chocolade"

"The chocolate museum tells us about the origin and development of chocolate, by means of a unique collection of about a thousand objects.  In addition to the history, the museum shows how chocolate is made, with special attention to the varied raw materials and production processes, past and present. In the demonstration centre, visitors will be able to see how chocolate products are made, at the same time as sampling them", explains Cédric Van Belle, the museum's curator.

The museum is laid out on three floors:
   
* 1st floor:
On this floor, the focus is on cocoa-growing by the Mayas and Aztecs, the crossing of the cocoa been to Spain, and the breakthrough of drinking chocolate as a delicacy in Europe.  At the same time, we see the chocolate drink change from a pungent, spicy drink to a sweet thirst quencher.

* 2nd floor: 
On this floor, the emphasis is on the ingredients of chocolate, together with the entire process of converting the cocoa bean to chocolate, both before and after the industrial revolution.  Industrialisation brought lower prices and made chocolate accessible to all.  The chocolate itself was changing: chocolate in solid form was introduced for the first time.

* 3rd floor: 
On this floor, the health aspect of chocolate is revealed.  On this floor, Belgian chocolate is the centre of attention.  Of course, we could not overlook the Belgian royal house when we are telling the history of Belgian chocolate. Here, you can see an exhibition of original biscuit and chocolate boxes with depictions of the Royal Family.

Before leaving the museum, it is worth taking a stroll through the demonstration centre.  Here, the best way of making chocolate is explained in a comprehensible way, and you can find out exactly what you need to do to obtain a shiny appearance and a structure that snaps.
At the same time, visitors can sample the chocolate products that are made specially for them on the spot.  They can also see what the chocolate mass is like before it is processed into chocolate.

 Belcolade teams up with the Chocolate Museum

The museum is a private initiative by the Van Belle family, who are passionate chocolate enthusiasts.  They are sponsored by Belcolade, the only manufacturer of authentic Belgian chocolate that is still Belgian-owned and based in Belgium.  As the largest subsidiary of the Belgian Puratos Group, Belcolade plays a strategic role.  The total chocolate division of Puratos is a top 5 player worldwide.  Belcolade is now the second-largest manufacturer of Belgian chocolate (100% cocoa butter!) for chocolate professionals.
Apart from its financial support, Belcolade has donated a collection of equipment and objects for preparation and processing of chocolate.

Belcolade makes white, milk and fondant chocolate in liquid form, as well as in drops, bars, grains and in block form.  Ready-to-use fillings (based on chocolate and nuts) for pralines, biscuits and other food products also form part of the Belcolade range.

Its customers include traditional chocolate makers, pastry-cooks and bakers as well as their industrial colleagues.  Chocolate products are exported to over 60 countries worldwide, with the European Union, North America and Japan being particularly large export markets.
Due to continuous investment and a tailor-made approach for chocolate makers, pastry-cooks and bakers, Belcolade produces authentic Belgian chocolate that meets the constantly changing tastes, trends and technical requirements of the market.
New investment of 5 million EUR in 2003 enabled the chocolate specialist to increase its production capacity by 50%.  This chocolate will be destined for Belgium, as well as over 60 countries worldwide.

"We are very pleased with the opening of the Chocolate Museum in Bruges.  The museum not only tells the history of chocolate, it also offers an impression of how chocolate is made, in words, pictures and practice.  As the only manufacturer of authentic Belgian chocolate that is still Belgian-owned and based in Belgium, we can but welcome this initiative and give it our active support.  The museum projects a positive image of the whole chocolate sector, and focuses attention on the most highly appreciated Belgian export product, both at home and abroad", says Rik Balcaen, Managing Director Belcolade. 

The Chocolate Museum will continue to cooperate with Ter Groene Poorte, the famous Bruges school for training bakers, pastry-cooks, chocolate makers and restaurant owners.
The interaction between Ter Groene Poorte and the Chocolate Museum will occur at several levels: on a technical level, through the invention of special chocolate recipes in for Belgium's highly-regarded cuisine, and through seminars.

The Chocolate Museum chose Bruges

The "de Croone" House is on St Jansplein, on the corner of Wijnzakstraat and St. Jansstraat. Where once it housed a wine tavern (1500) and pastry cooks and furniture makers (1900), these days the building tells the story of chocolate.

Eddy Van Belle, mentor of the project, explains the strategic decision to move into the "de Croone" House and the city of Bruges as follows: The "de Croone" House is a fine historic building located in a quiet square in the centre of Bruges.  As a historic living city, Bruges offers a unique setting for the Chocolate Museum which has a very rich past.  The city also has forty chocolate shops and just as many bakers and pastry shops who process and sell chocolate products."