chocolate, Joan admits she naughtily gobbled up the renowned desserts baked by mom for her small catering business.
Just when did tables turn and chocolate consume Joan?
The early 80s found Joan in New York with an aerobics injury - no doubt maintaining the metabolism that keeps her thin despite chocolate. During obligatory bed rest she wrote, and sold, two cookbook proposals, including Best Ever Brownies. Subsequently, Joan was shown a "dummy" magazine cover and challenged - create a prototype publication on chocolate — a radical concept given the era of single subject magazines was years away.
Joan submitted a gutsy mock-up, promising culinary luminaries like James Beard and Bert Greene — which was immediately accepted. Without writers, guidelines, art direction, test kitchen, office, database, or even Rolodex, Joan had just eight weeks to bring Chocolatier magazine to life. To quote Joan, "Eight weeks sounds like such a long time when you're only 25." So she did it in six. Two hours after it hit newsstands, all 120,000 copies sold out - Joan had filled a gapping informational void for chocolate enthusiasts.
It would be another six months before Joan would enjoy the luxury of sleep. From ground up - literally, she still had no desk -Joan built a slick, benchmark publication that broke new ground with every issue.
Today Joan is still breaking new ground with her own company, Chocolate Marketing, a prominent consulting firm focused on product development, industry trends and sensory evaluations (tastings) that Joan conducts nationwide. A rich source of information, Joan gave us her insider's look at chocolate.
Joan had just eight weeks to bring Chocolatier magazine to life. To quote Joan, "Eight weeks sounds like such a long time when you're only 25." So she did it in six. Two hours after it hit newsstands all 120,000 copies sold out.
Food & Lifestyles — At a tasting, you introduced us to the complex earth, wine and flower nuances in quality chocolates. Is this the result of growing region, type of bean or new processing methods?
Steuer — A combination. Bean origin and quality is certainly a factor. But new techniques in handling and processing beans -drying, roasting, blending and conching - play a crucial role. For instance, manufacturers today know that individually roasting each variety of bean before combining into proprietary blends amplifies chocolates distinct characteristics.
F&L — Roasting brings to mind the question - do you see parallels between the coffee and chocolate industries?
Steuer — Absolutely - coffee and chocolate have great affinity - both come from beans, grow in similar climates, have specific roasting requirements, and share the same consumer base.
F&L — Has coffee's booming popularity affected the chocolate market?
Steuer — You bet. I credit Starbucks' marketing genius for the increased interest in chocolate. They enlightened and educated consumers, developing their taste for darker roasted, fuller bodied, less sweet products. Starbucks encouraged consumers to seek out and drive the extra distance for boutique coffee - rather than settle or an ordinary cup. Many of these same patrons now seek out and support boutique chocolatiers.
F&L — The well-known chocolate factories in Switzerland, Belgium and France have long dominated the market. Can America compete?
Steuer — Definitely. There is an emerging grass roots group of American artisinal chocolatiers who combine local ingredients with top quality chocolate, producing world-class confections that are now available in every state.
F&L — Can you leave us with a forecast for chocolate-loving Arizonans?
Steuer — Arizona's future just got brighter. You have in your midst an award-winning artisinal chocolatier - Richard Ruskell - former head pastry chef of the Phoenician. Richard is opening his own pastry-confectionary shop called Pastry Maxine. He will feature rare boutique chocolates, gem-like pastries and Richard's signature confections.
I know Richard's work - his skill does for chocolate what Faberge did for eggs.
Perhaps a better analogy would be what tastemaker Joan Steuer did for information-starved chocolate devotees.
Back to Media |
