THE MYTH OF BELGIAN CHOCOLATES.

In some of our slick and expensive shopping malls Belgian chocolate boutiques are popping up.At this time of economic woes. At this time when imports are beginning to be very expensive as our currency seems rather smitten.At one outlet, at a very new mall, strangely called Creole, 50gm can set you back $5."Why?" you gasp, and the Sales person replies , "Because it is Belgian Chocolate." Now that really got my bristles up.

Of course I ate the three pralines I bought and it tasted just pretty expensive.Just that. New Tree is the only Belgium chocolate( now located in the US) I would cross the road for. The rest are boring. They are riding a reputation that was perhaps at it height in the 1960s. Since then there magnificent chocolatiers from the United States, Italy, one in the French Alps, Spain and one or two boastful ones from Venezuela. Surprising Australia's Cocoa Tree is coming up fast with some great chocolate. And here in Indonesia I know at least three housewives that make superb chocolate. I make some pretty good stuff too and at least they are good value for money.

The fact that Belgian chocolates are the best, is a myth. They are OK. But too expensive like all things in Belgium, including taxi fares, three star hotels(One shudders to think what the five starred charge), lunch, dinner, European Union and NATO headquarters.

Chocolates are all made through a particular process. It needs a careful selection of beans. It needs loving care and passion thoughout the process. Indeed it does not help one bit if you happen to be a Belgian. It helps if you are Spanish which means you invented the Tango and can probably dance the Fandango. That's the kind of vitality you need to make great chocolate. Have you ever seen a Belgian with vitality?Or one that can dance? Or for that matter a Belgian chocolate with a dash of verve? Remember this is the country where the Manneken-Pis is the national treasure.

Here in Indonesia we have the greatest collect on of cocoa beans in the world. There are at least 400,000 small holding cocoa plantations. Spread over 17,000 islands that revel in conditions that cocoa beans thrive on. The finest coffee also comes from these islands. And all the world's known spices. Plus our history in cocoa goes back at least 300 years. Here are also some of the best cocoa processors and manufacturers in the world.

But the Belgian Chocolate myth is so strong that we still have among us incredibly naive people who suscrible to belief in this myth. Break away today and take that Delicious adventurous journey to the real world of chocolate.

BELGIUM STOPS BEING BORING.

I have always found Belgium boring. After my first visit there I had to stop over at Sri Lanka to revive myself. There was so much chocolate, I began to wonder if the Belgians could come up with nothing else. They can, the came up with the Manneken Pis. Good heavens!In Brussels the EU debated for decade to arrive at the definition of chocolate.NATO is headquartered there. They make you pay for phone calls you didn't make. The list grows. But suddenly there are fantastic chocolate ideas from Belgium.Visitors to the now running SIAL Food Exhibition in Paris were unanimous in praise of the creations from New Tree.

Under the brand name "Alpha" New Tree combines pleasure, surprise, elegance, health and innovation.In the midst of many offerings of dark, organic, fair trade, sustainable farming chocolates New tree was truly way above the competition.

"Alpha" combines omega-3 by adding flax seeds.Three flavours were offered chili, dark and thyme. With crisped rice.The judges praised the chocolate for a healthy promise associated with a pleasure promise through the originality of the flavours.

A New Tree artisan said that the challenge was to create a "good balance between taste, flavor and texture."

New Tree range is quite eclectic. Their elegant range is named, REJOICE, PLEASURE, REVIVE, FORGIVENESS, VIGOR, COMFORT, SEXY and BLUSH. Each was simply and elegantly wrapped.A few months ago Ophera Winfrey endorsed New Tree chocolate in her magazine
O.If she ever becomes President, wow New Tree will really go places. Their problem will be to keep on repeating their success.

These innovations by New Tree is certainly inspiring for us artisans far away here in Indonesia. In fact we did consider adding powdered flax seeds into our chocolate to boast about omega-3. Many of our face-to-face customers are well aware of the benefits of omega-3. In Europe, tracking studies show that in 2007, 723 omega-3 products were launched. In 2005 there were 291.

New Tree is a newcomer into the chocolate arena. The company was founded by Benoit de Bruyn a biochemist in 2001.The company is now actually located in the United States.