Salon celebrates the fine art of chocolate
By: Christina Troup
Special to The Examiner
March 19, 2009
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| Sister act: Susan, left, and Wendy Lieu of Socola Chocolatier named their company after the Vietnamese word for chocolate. (Courtesy photo) |
SAN FRANCISCO — For some individuals, chocolate is merely chocolate, regardless of any recognizable brand name or expensive gourmet attribute.
But there is a discernable difference between Hershey’s Kisses and artisanal offerings from the likes of chocolatier Christopher Elbow.
The best way to think of chocolate is a lot like a fine wine. Everyone has a personal preference, says Susan Lieu of Socola Chocolatier, a sister-owned company based in Oakland.
“For wine, some folks enjoy high tannins or acidity, Lieu says. Some people like it fruity or bitter. For chocolate and for us, we prefer chocolate closest to its purest form. For this reason, we use a 72 percent bittersweet dark chocolate in most of our truffles. It has the least amount of additives, forming a true and rich taste of chocolate. But it really is up to the individual.”
Lieu, along with a slew of chocolate makers, tasters, buyers and all-around devotees of the treat, will gather Saturday at the third annual San Francisco Chocolate Salon at Fort Mason Center’s Herbst Pavilion in a celebration of the confection.
The salon, says Christine Doerr, founder and chief executive officer of Neo Cocoa, offers a rare opportunity for chocolate makers and chocolatiers to meet face-to-face with the consumer. As buyers taste new products, chocolatiers have the opportunity to receive direct feedback about what works and what doesn’t.
Beyond the obligatory finger licking by the 3,000 attendees expected, live demonstrations, awards and even a chocolate wedding are scheduled.
At 3:30 p.m., Socola will show how chocolate truffles are made; attendees will have the chance to taste the freshest truffles imaginable.
Doerr, who is participating in the salon for the first time this year, is looking forward to the opportunity to teach consumers about quality chocolate.
Beyond subtle nuances of taste preferences, what else should new and seasoned chocolate enthusiasts look for when hopping from booth to booth at the salon?
“Good chocolate should have depth, complexity, flavor notes and mouth-feel,” says Doerr. “I personally like to eat chocolate with a higher percentage of cacao. When I started my business, I experimented with many chocolate brands ranging from high-production, world famous producers to local artisans. I found that certain flavor profiles worked better than others for what I was trying to create.
“However, when it comes down to it, taste is subjective. I always advise people to try chocolates of all ranges of percentages and price range to find the ones that appeal most to their tastes.”
IF YOU GO
San Francisco Chocolate Salon
Where: Herbst Pavilion, Fort Mason Center, Marina Boulevard and Buchanan Street, S.F.
When: 10 a.m. to 6 p.m. Saturday
Tickets: $20 to $25
Contact: www.sfchocolatesalon.com
