The most expensive chocolate in the world is...

The folks at Guinness World Record say the "most valuable chocolate" record was set in 2001, when an anonymous buyer at a Christie's auction paid $687 for a 4-inch-long Cadbury's bar. The bar had traveled with Captain Robert Scott on his first expedition to the Antarctic in the early 1900s.

But what about now? Forgetting pageantry and auctions (where clearly it is not the chocolate that is of value), who is the king of confectionery opulence on the open market today?

Some perspective

The world loves chocolate. We eat nearly 8 million tons of it every year. Most of it is “commodity” chocolate mass-produced, of often mediocre quality, and priced to be easily affordable to just about everybody. A growing percent of chocolates are “artisan” chocolates. High quality made (often in small batches and by hand) from the finest ingredients. These chocolates are designed, packaged, and priced for a more discerning audience.

And then there are the luxury chocolates. Now, there are plenty of high-quality, yet affordable, lux chocolates available but some brands set out to push the boundaries making products that seem more designed for sticker-shock value than culinary delight. These are the chocolates we will talk about next…

To'ak chocolate

A 1.8-ounce To'ak chocolate bar costs over $300, making it one of the most expensive chocolate bars in the world. So. What might make chocolate bar worth that much to anyone?

Scarcity (and a darned good back-story) would be the answer. As the story goes… a Chicagoan named Jerry Toth had a dream of the world viewing chocolate as art, instead of a dessert. Along with two Ecuadorians (Carl and Dennise), he decided to track down the oldest and rarest variety of chocolate in the world, eventually stumbling onto the valley of Piedra de Plata. There they found, 100% pure Nacional cacao trees growing. This variety of cocoa bean is so rare that it was thought to be extinct, having mostly been interbred with other cocoa varieties. This is the cocoa bean that is used in making a To’ak bar.

The origin story continues in that after fermentation, this luxury chocolate is dried, roasted, shelled, and ground by hand (presumably by unicorns, whilst being massaged with 100-year-old bourbon by sprites). It reportedly took them 2 years to make 574 bars, which are sold in individual wooden boxes filled with cacao bean husks and numbered by harvest.

Chocopologie

“La Madeline au Truffle”

What happens when you take a 70% Valrhona dark chocolate ganache made with truffle oil and enrobe a fresh French Périgord truffle with it, then coat the whole thing with more dark chocolate and roll the entire confection in fine cocoa powder? You get a REAL luxury chocolate truffle!

This one-bite truffle is presented in a gold box on a bed of sugar pearls. Due to the perishability of the truffle (the one inside) it must be consumed within 7 weeks or it will be spoiled. And the price? About $250 EACH!

DeLafée of Switzerland

“Gold Swiss Chocolate Box with Swiss Antique Collectible Gold Coin”

When giving exquisite quality chocolate alone is just not decadent enough, how about a box containing eight Swiss chocolate balls coated in 24 Karat edible gold with a collectible gold coin included as a souvenir? The antique coins were minted (personally I prefer my chocolate minted!) from 1910-1920. Granted, the price of this box of chocolates is more in the coin than the chocolates but at $440 it still makes the list.

Epic Fine Chocolates 

“Exquisite Handmade Chocolates with NO Funny Ingredients!”

(Author David is head pastry chef at Epic Fine Chocolates, part of the Black Mesa Ranch family of chef-driven culinary concepts)

Looking for luxury confections without the price tag? Look no further! Instead of wrapping our chocolates in gold or making them with Périgord truffles (does that even sound tasty?), we concentrate our efforts on quality ingredients, thoughtfully curated, skillfully combined, and lovingly packaged. No, we are never going to make anybody’s “most expensive list”, but that’s not our goal.  We’re just happy to be the best.

The Big Myth about Cooking Foods with Alcohol

How many times have you read or heard that the alcohol in vanilla extract bakes out in a cake? Or that all that red wine in your spaghetti sauce or boeuf bourguignon leaves only its flavor after cooking? Or that when you flambé your crepes Suzette with Cointreau, or your bananas Foster with rum, that the flames are burning off all the alcohol in it?

Well, the truth is… each of these culinary myths is just plain wrong.

 

"It takes about three hours of hard cooking to eliminate all traces of alcohol in most foods."

The Study

According to the U.S. Department of Agriculture's Nutrient Data lab, food with alcohol in it that is baked or simmered for 15 minutes still has 40 percent of the original alcohol in it. After an hour of cooking, 25 percent of the alcohol remains, and even after two-and-a-half hours there's still 5 percent of it is remaining! Oh, and that flambé? As much as 85% of the alcohol remains! It takes about three hours of hard cooking to eliminate all traces of alcohol in most foods.

This is not new news.  In the study (originating in 1992 and most recently updated in 2007), nutritionists from Washington State University, and the University of Idaho together with the U.S. Department of Agriculture experimented with dishes cooked with wine and sherry. They cooked two wine-heavy recipes like boeuf bourguignon and coq au vin, plus a scalloped oyster dish with sherry. Varying methods, temperatures, cooking times, etc. gave widely dispersed results from 4 percent to 49 percent retained alcohol for the dishes.  None of the dishes were 100% free of their alcohol after the cooking. 

https://www.ars.usda.gov/ARSUserFiles/80400535/Data/retn/retn06.pdf

Why do we use alcohol in foods?

Most often, we add alcoholic beverages (wine, beer, spirits) to food to add specific desired flavors and aromas to the finished products.

Besides alcoholic beverages, most of the flavoring extracts we add to foods also contain alcohol (sometimes a lot!). Extracts are concentrated solutions made from drawing flavoring elements out of an ingredient like vanilla extract from vanilla beans. 

The alcohol in extracts can vary from 20% to 90% and primarily serves to preserve the aroma and taste of the original flavoring ingredient. The alcohol can also act as a carrier across mucous membranes, increasing the impact of the flavor profile as we eat it.

While extracts may contain a high percentage of alcohol, the total dose of alcohol is so low that the amount of alcohol consumed is miniscule. For example, 30 drops (roughly 1/3 teaspoon) of an extract that is 90% alcohol in 1 cup of water yields an alcohol content of 0.15%, equivalent to about 1/250th of a 12-oz bottle of beer or 1/320th of a 6-oz glass of wine.

So, if it's that little - who cares?

In fact, lots of people.  Even if 99.9% of the alcohol in a food is cooked off, there are plenty of people for whom even having the tiniest bit of alcohol or even the taste of alcohol may be unacceptable. Best practices dictate that food intended for children, pregnant women, and those trying to detox from alcohol should have NO alcohol in them. Likewise, for those who abstain for ethical, religious or health-related reasons.

Alcohol alternatives

Here are some ingredient flavor hacks to avoid using any alcohol in a recipe:

• Instead of brandy, try mixing water, white grape juice, apple juice and peach juice in equal parts.
• Cointreau, triple sec and Grand Marnier may be replaced with orange juice concentrate
• Use rice vinegar instead of sake
• Use white grape juice or slightly diluted white wine vinegar instead of dry vermouth.
• You can replace vodka with apple cider and lime juice in equal parts.

When a small amount of alcohol retention is acceptable try:

• Replacing Amaretto with a few drops of almond extract
• For Anisette flavor use a bit of fennel extract
• For any orange liqueur, a bit of orange essential oil will go a long way.

Make Festivals Profitable for your Food Truck

Here are some important things that Food Truck entrepreneurs, especially new ones, should know about vending at events like fairs, rodeos. balloon fests, car shows, horse shows, trade shows, etc.

How to Find Shows

There are two main ways to find out about good events:

• Get to know somebody who knows something.
• Family, friends, neighbors all know about some events somewhere they'd love to tell you about.  Cousin Joe goes to a big gun show a couple of towns away, Sally from the PTA attends a Renaissance fair every year, and that goofy kid from across the street knows all the event promotors for ComicCon.  And (they will tell you) ALL of them would be GREAT places for you to take your food truck!
• Other food truckers, especially those who have been around a while, can be a great source for venue tips. I never miss the opportunity to ask every single one I meet, "What are your best events every year?".  Most will be happy to tell you and will often give you the contact info for the person running the food concessions, and tips on where the best spots/days/hours are for the event.
• Random strangers can be a surprising wealth of information.  The very best tip on an event was from a UPS driver.  He saw our trailer and said, "You know, you guys really need to check out Overland Expo.  You'd do really well there."  He was right, and now it's one of our best events.
• Roll-up-your-sleeves research.  Bless the Internet! With a few keystrokes you can find just about every event, small and large, happening anywhere you want to find one.  The problem is often more one of information overload than dearth.  You can comb the online sites of Chambers of Commerce, newspapers, travel zines, Tourism sites, etc. for happenings and events in their area of coverage. A better solution is to join one or more of the many event clearinghouse sites available.  Some are free, some are fee-based, some are a combination, but they all have robust search capabilities to help you screen for exactly the events you are seeking.  Here are some sites we've used to good return:
• https://festivalnet.com/
• https://www.fairsandfestivals.net/
• https://www.craftmasternews.com/
• https://www.myfairsandfestivals.com/

How to Vette Shows

The short answer is "You can't".  S**t happens, circumstances change, weather is unpredictable, and things are not always as they appear. That said, there are some things you can do to help make the very best booking decisions you can.

What do YOU need?

To properly vet an event you first need to know: 

What do I need to call this a successful event for us? 

Let's assume that paying the bills and making a nice profit by the end of the show are near the top of your list.  But there may be other, maybe even more important considerations for you like...

• Getting your name out.  Seeing and being seen, and self-promotion can be very important, especially for new operators or concepts.
• Winning a contest.  If there is a competition at the event and you want to have your truck's name on that trophy that alone may be good enough to get you to take part.
• Supporting a good cause. Maybe a charity event for a local good cause, or a fundraiser for the school football team? 
• Testing a new menu.
• Getting your foot in the door. Is this the first chance you've had to work with a big local events promoter who could, if all goes well, get you into lots of exciting events down the road?

Will this event fit my needs?

Now we get to the nitty-gritty.  Collect all the information about the event that you can find.  Understand that some of it will be more reliable than others. Get multiple sources to verify the most important pieces (like expected attendance, the number of other food vendors on site, etc.), if possible, and put pen to paper.

Realistically, this is a perfect job for a spreadsheet program.  We use an Excel template we developed just for vetting events.  We call it our Festival Evaluation Form. It covers everything from the direct event costs to travel expenses, to fixed and variable expenses based on our sales projections.  When used properly, it gives a clear projection of whether an event will be profitable.  BUT, as they say, "Garbage in, Garbage Out".  If the numbers we plug into it are flawed, so will be the results.

Here's one for an event we have coming up in a few weeks*...

(You probably noticed that I do not have any labor costs accounted for.  Here it will just be my wife and I working the event for the 3 days. We do not pull a regular hourly wage working the truck but get paid based on monthly profits.)

Other considerations and caveats

What works for another trucker might not work for you. Rave reviews from your buddy with the BBQ truck about how great a certain rodeo is ("My best event of the year!") might not hold true if you run a gluten-free cupcake truck.

• Beware of "1st Annual" events. With no track record to examine, anything you may hear about the event will be pure guesswork.  These events are big risks so, unless they are nearby, almost free to participate, and not competing with anything else on your schedule - it is wise to steer clear.
• That said, we did a 3-day "first annual" event within a few months of opening our truck for business. It turned out to be a redneck outlaw biker gathering held in a junkyard, in the middle of the desert, with monster trucks, wet Tee shirt contests, mud bog races, etc. Most of the other food vendors all cancelled at the last minute, so we jammed from 6am to 10pm all weekend long!  It's still one of the most lucrative gigs we've done. You just never know.
• Be suspicious if an event organizer contacts you to come vend, unless you are already a very well-known, popular truck.  As a rule, you must work very hard to get on the waiting list for the good events.
• Be suspicious if a long-running event has little or no repeat vendors.  The promoters may say that they like to keep the options changing, but the truth is more likely that they can't get vendors to return.  Try to find the real reason.
• Promoters lie.  Sometimes it just puffery, or wishful thinking but often it is intentional to get you to sign on to their event.  Once they have your money, they have very little at stake in your doing well.  Watch out for:
• Exaggerated attendance figures
• Stated number and type of other food vendors
• Promises of "curated" menus or non-competing other vendors
• Load-in/load-out specifics
• Provided amenities (garbage, power, water, etc.)
• Suspect electric power quality. More than once, organizers have promised they would supply us with power to meet our needs, only to find there was no power at all.  Or worse, the power being supplied was substandard to the point of being dangerous. One time they had set up the event generators to deliver 3-phase power, burning out many refrigerators and soda carbonation systems in the trucks who were hooked to them.  We now always use an in-line automated power sampling and surge-protective adapter whenever we connect to event power supplies.

* 7/20/2019 Addendum:

Besides the Festival Evaluation Forms, we also fill out a Festival After-Action Report when we get back from every event we do. We then compare it to our expectations from the Evaluation Form and learn many things.

For example, we learned that for the event highlighted above (Flagstaff in the Pines 2019), we TOTALLY BLEW IT! Yep, despite our best efforts, what looked like it should have been a good event turned out to be a DOG! We ended up with a gross profit of $373 after 3 long days of work instead of the $2325 we had forecast. OUCH!

So, what went wrong? A lot!

• Remember, I told you "Promoters lie"? Well, this one was a doozy.  They said to expect 15,000 attendees for this HUGE 4th of July celebration.  In actuality, only 5000 showed up over three days!  I usually cut the promoter's attendance expectations from 25% to 50% for forecasting, depending on what I find from other sources. Here, I found multiple sources that all said previous attendances had run from 15,000 to almost 20,000 people, so I stayed with it.
• Remember when I said, "Beware of "1st Annual" events"? Well, this wasn't exactly a "first annual" as they had held it at for least 8 previous years.  What I did not find in my research was that the most recent previous one was TEN years ago!  How did I miss that? So, this was practically a "first annual" event, again.
• I had also missed the fact that there were two other competing 4th of July celebrations happening in town at the same time.
• Remember when I said "S**t happens, circumstances change, weather is unpredictable"?  Well, the weather was gorgeous for the whole weekend but there ended up being a major accident, with fatalities which closed the freeway (that just about everybody used to access the event) for most of Saturday.

What can I say?  Sometimes the bear gets you.

The 4 Best Roads to Food Truck Profitably

Congrats! You have a food truck or trailer. You have a killer menu and some amazing food that you're eager to amaze the public with. You're a self-contained mobile restaurant! You're totally stocked-up and ready-to-go! But, go where?

In theory, you could set up for business anywhere you can drive to and park the rig. Right?

<sigh> If that were only true. Sorry but, this is the real world and not the movie "Chef". There are a lot of rules to follow if you want to keep food truckin’ and do it successfully.

"So, where DO I go to sell my food?"

Here are the basics. There are four main directions you can take with a food truck/trailer to find work…

1. Lunch Truck: Find a good place to park, fire up your grill/griddle/fryer, open your service window and sell to whoever comes to buy. There is great freedom and flexibility in this type of work, but also much risk until you cultivate a tried-and-true route or latch onto a few primo locations.
2. Food Truck Courts: These are dedicated sites where customers can find a number and variety of food trucks parked for meal service. They can be pop-ups or fixed locations and may have a constant rotation of different trucks vending or they may be more relatively fixed, like a food court at a mall.
3. Catering: Contract-based arrangements between hosts and food truckers for the trucks to provide specified food to a set number of guests for an agreed-upon price.
4. Festivals: Special events like fairs, rodeos, car shows, food truck rallies, etc. Organized by the staff of the organization holding the event or a third-party promoter these are limited-engagement events which may a few hours to several weeks long. Food truckers pay for a spot to set-up (or a percentage of sales, or both) in exchange for the opportunity to offer their foods to the attendees of the event.

Some Truckers find one revenue stream they like and stick with it. Some go after several, or even all, of these types of jobs. What works best, and is most profitable for you will depend on your location, the food truck culture in your area, your tolerance for travel, your menu, your staffing situation, and your own working style.

There are hybrid-type jobs too. For example, a company may want a food truck to come to their business and be available for lunch service with their regular menu to employees (Like a lunch truck) but are also willing to guarantee that the truck will do $XX in sales (so like catering as well). These can be sweet gigs to hook up with!

Regardless of the type of food truck you have or the style of food trucking you want to do, your success will largely come down to LOCATION. The beauty of mobile food businesses is that they are… MOBILE! You can go to where the customers are. If you can consistently find the right places to set up and sell, you are well on your way to success!

I'll be weighing in with more specifics and the pros and cons of each of these four work-type scenarios in future posts.

Why are Food Truck menu prices so high at festivals?

Dear David, Why are food truck menu prices higher at festivals than for catering or at lunch stops?

Good question! 

Everybody complains about how expensive food is at fairs and festivals and most assume that it is the food vendors making a killing at the expense of the "captive audience" attendees.  Well, one of the dirty little secrets about festivals is how much many organizers/promoters charge those food vendors to take part.  Up to a point, it is understandable. T, they have a lot of expenses in securing the venue, marketing, security etc., but some situations become usurious.  

Ready for a little food truck festival economics?

Permits & Licenses
First, let's talk about permits.  Every state is unique, but there are more similarities than differences.  I'm in Arizona. Most Arizona cities and towns require their own business licenses.  Every Arizona County has its own "Environmental Services" (Health) Department and they each require their own permits and, usually, inspections.  That means that if in January a food truck was working a festival in Goodyear AZ, they would need a Goodyear City business license ($75) AND a Maricopa County mobile food service permit ($600). If next month that same truck did an event in Havasu City, it would need a Havasu City Business License ($110), AND a Mohave County temporary food vendor permit ($95).  Next month, Flagstaff? $8 business license, Coconino County Food Service permit $390.  Some of these fees are good for a full year but if you only do one festival a year in a particular city or county a year, you can see how all these fees add up quickly on a per-event basis!

Vending Space Then you need to pay for vending at each event.  It is common for the "space charge" for a 10'x20' food truck/trailer slot at a good festival to be around $300 per day (some are closer to $100/day but many are $500+/day).  At $300 per day space charge, a truck that expects to run a 15% net profit would need to sell over 285 $7 sandwiches a day to break even and not LOSE money.

Percentage Rakes
Some events also charge food vendors a percent of sales (SALES, not profits) of as much as 25%, often on top of a space charge. Few food trucks maintain a 25% profit (exceptions being kettle corn, hot dog, or novelty ice cream vendors).  If you're losing 10% on every sale, you can't just make it up on high volume, so you need to raise menu prices accordingly. In fact, even if the truck from above raised the price of that $7 sandwich to $9 for the festival they would still have to sell 375 of them a day to break even!

Utilities
To put out awesome freshly made hot meals, most food trucks need to have water, propane, and electricity to run their cooking and refrigeration equipment and clean their wares. Lots of us can be fully self- contained but not for an unlimited time period. Generators require frequent fueling, propane tanks need to be refilled, there's only so far you can stretch 40 gallons of water, and let's not forget about properly dumping the waste water either. 

All of this costs money, but festivals may require you to buy power, water and (for very extended events like state fairs) even waste water connections from the site.  It is not unusual to have to pay $100 to $300 for utility hook-ups at a 3-day event.

Beverages & Ice
Coke or Pepsi, or other large companies, sponsor many events.  Often, those events restrict beverage sales to ONLY products from those companies.  Tough but understandable.  

SOME of those events also require that food vendors purchase all beverages sold at the event directly from the sponsor at inflated prices than those available independently off-site.  They may further require that you buy all the branded cups, etc for service from them as well (again at a substantial mark-up).

So... You can see how there is a lot of upward price pressure, just to survive financially at these events.

David's Festival Rant

"Sustainability"
People love to talk about sustainability these days.  We ran our successful 100% off-grid goat cheese dairy for over 15 years and know a few things about sustainability.  One key component to sustainability that people forget to talk about is that if you work so hard and spend so much money being "green", or "organic", or "carbon neutral", or "sustainable" that you burn out and go broke… you weren't being sustainably at all, were you?  

The true measure of the sustainability of a business, whether a dairy or a food truck must be its ability to stay in the game long-term - to sustain the business - and that means paying your bills and making a profit.


And a Call to Action
We at Grillin N Chillin don't mind working hard (obviously!) and we don't mind paying a fair price for a spot at a festival, but do we mind supporting a rigged and unscrupulous system that shoves a never-ending parade of budding, unsuspecting would-be culinary entrepreneurs through the festival grinder with promises of 10s of thousands of hungry  attendees with unlimited cash, just waiting for their food truck to arrive.  We will not support such promoters, organizations or events with our time, money or food.  And we hope you won't either!