Following our announcement about discontinuing chocolate in favor of "Focolat," some of you thought it was a joke...
Indeed, it was.
There will be no Focolat, and Maison Pralus will continue to smell of roasted cocoa.But behind the joke, there's a real issue, and it's important to us: real chocolate is made from cocoa, and only from cocoa.
What is true, however:
The current context surrounding cocoa is truly complex for the entire profession. Prices have reached historic levels. Harvests are threatened by climate change. Supply chains are under pressure.And in this context, some players choose to create "alternative" bars without cocoa. We believe this is a serious confusion, and we are not alone.
Chocolate is made from cocoa. Period.
There is a clear, precise, regulated definition. A "chocolate" without cocoa is not chocolate: it is something else. Perhaps something interesting, perhaps something good, but it is not chocolate, and it should not be called that.
Maison Pralus commits:
To face shortages, price increases, and pressure on producers, we reaffirm our commitment:
- To growers: we continue to work directly with them for ethical sourcing.
- To quality : our bars remain 100% chocolate (cocoa, cocoa butter, sugar).
- To you : we refuse to offer you "fake chocolates" under the pretext of a crisis.
As long as there is cocoa, we will continue to offer you CHOCOLATE, made in Roanne, with selected beans, roasted and processed in our factory, with love!
In a difficult economic context for the industry, the best thing you can do is to buy your chocolate from your local artisans. From those who know their producers, who work their beans, and who will never sell you alfalfa dressed as chocolate.
Happy Easter, with real chocolate! 🐣
La Maison Pralus
