Belgium, has always been the very essence of one of the great homelands of chocolate on the world stage. Brussels is therefore very proud to be hosting the first “Salon du Chocolat” to be held on Belgian soil, from Friday 7th to Sunday 9th February 2014, at Tour & Taxis (Shed 1-1 b). Praised by all chocolate lovers and market experts, the Salon du Chocolat represents an international label. With more than 20 worldwide editions behind it, (from Paris to New York, not forgetting Salvador da Bahia, Tokyo, Seoul, London …) only one destination was missing from its roll of honour: the capital of Europe. For this first Brussels edition, more than 60 exhibitors, mostly Belgian but also from the international scene, will display their talents. Through its landmark events (demonstrations, fashion show, children’s area…) and also via the numerous innovations, the Salon du Chocolat in Brussels will honour the entire magic of chocolate and pay tribute to Belgian chocolate! More than simply an event, the Salon du Chocolat represents a link between those who grow cocoa and those who eat chocolate.

Belgium is currently the second largest consumer of chocolate in the world behind Switzerland, with an average approaching 10 kilos per person per year. While worldwide consumption has always been substantial, it is currently increasing further thanks to a growing interest in chocolate from countries like China and India. Numerous chocolate companies’ headquarters are located in the Brussels Region: the city is located at the very heart of brand innovation.

ON THE AGENDA

• THE FASHION SHOW OF CHOCOLATE DRESSES: The magic of Salon du Chocolat is also to be seen in the enchantment of the Chocolate dresses. A genuine alchemy of talent and of ancestral know-how…
• CHOCOLATE- MAKING COURSES IN THE ‘CHOCO DEMO’ AREA: Every hour in the ‘Choco Demo’ area, well-known Belgian chefs, pastry chefs and chocolate-makers will create exceptional recipes in front of a group of people, revealing some of the tricks of the trade. Technical skills, mastery of the art, the gourmet world, all of this in front of your very eyes.
• GASTRONOMIC LITERATURE: Because the magical power of chocolate within the heart of gastronomy is also expressed through the rich variety of cookery works including and about chocolate, for its first edition the Fair will welcome the Filigranes, bookshop, an institution in Brussels.
• ‘CHOCOLAND’ A KIDS’ CHOCOLATE PARADISE: ‘Chocoland’ area will welcome children from 4 to 10 years old. Amusing and recreational workshops will be on offer with a variety of themes: from preparing biscuits to making lollipops and not forgetting macaroons and chocolate masks. The little chefs will find plenty of tasty things to occupy them! In this area, every child will be immersed in a world of chocolate and will be transformed into an artist of taste.
• EXHIBITION : CHOCOLATE TELLS ITS TALE…: The Brussels Chocolate Museum and the Bruges Chocolate Museum have come together to offer visitors to the Salon du Chocolat in Brussels a chance to be genuinely immersed in the history of cocoa and of Belgian chocolate, through a unique exhibition.
• LEONIDAS CELEBRATES 100 YEARS: The famous Belgian chocolate-maker will use this occasion to enable its history to be discovered via an iconic sculpture and an amusing photo-call. In order to celebrate its 100th birthday in a fitting manner, the famous brand has chosen to represent 100 years of passion for chocolate via a sculpture which is as great as its own expertise.
• CULINARY DESIGN: THE YOUNG GENERATION TAKES CENTRE STAGE : With its powerful emotional symbolism, chocolate proves to be a tremendous product when it comes to culinary design. The Brussels Chocolate Fair will put the spotlight on the creations and thinking of the students of the Executive Master Food Design.