Five Questions With Gary Guittard

1. What were some of the original reasons that you and other industry leaders founded FCIA in 2007?
Seeing the changes in the industry of using less flavor cocoa over the last 50 years and the emergence of their use in the bean to bar movement led us to want to shine the spot light on some of these classic genetic types. Many famous brands rose to prominence using some of these cocoas but because competitive price pressure started the process of incremental degradation and their original personality was lost.

2. Looking back over the past 12 years, how has the fine chocolate industry evolved? Were there any surprises? How have consumers tastes and preferences changed?
I think the evolution of the fine chocolate industry, which today is centered on the bean to bar movement, has grown tremendously over that last 12 years, maybe to the point of saturation. It was surprising that the growth was so rapid. I’m not sure that consumer preferences have changed, I think they, like Guittard, are always looking for something new. I do think their knowledge of chocolate flavor and its diversity has grown. I think in reaction to that there are many flavored bars with inclusions on the market today. I’m surprised it hasn’t evolved more into fine candy like bon bons, box chocolate or candy bars.
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