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A diary of sweet success

New supplier ChocArts shares the tasty tale of its progress to date
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Frank Andreu CEO, ChocArts Middle East Asia FZC
Frank Andreu CEO, ChocArts Middle East Asia FZC

New supplier on the block ChocArts shares the tasty tale of its progress in the market to date...

Welcome to the new ChocArts column! Over the next few months, I will share with you the ups and downs of launching a chocolate company in Dubai.

Chocarts Middle East Asia FZC, established in April 2010, is not only one of the fastest-growing chocolate companies in the HORECA industry, but also one of the most innovative branding and merchandise corporations in the region.
Here’s what has happened in the world of ChocArts so far:

March 23, 2010: We start with a simple package and the naïve idea of giving hotels just a single size chocolate-and-package idea.

March 29: To our surprise, the authorities at the Free Zone enthusiastically support our launch plans. We wish the banks would too!

April 13: The package plan is totally changed to incorporate different sizes, after feedback from meetings at five-star hotels.

May 5: We get our first order from Kempinski Mall of the Emirates. The concept comes to life and our website goes live.

May 11: We trademark our idea, name and logo.

May 16: Royal Jet in Abu Dhabi gives us the go-ahead for the 2010 Formula 1 in Abu Dhabi, as well as two further events.

May 27: Emirates Airlines helps to mould our final concept with the ‘Groundliner’, a sales trolley to convey the product to the consumer. We enter into negotiations and create a new profit story.

June 3: We use the idea of the Groundliner with hotels first time, and see significant interest.

June 22: Dubai World Trade Centre gets involved, for promotions. We start creating a promotion story.

July 12: A busy week for us, with major promotion and presentations, kicks off with the Middle East Baking & Pastry Guild’s first event. We present the Groundliner idea, and the day finishes with a big group meeting with Mövenpick.
The future is looking sweet! More ChocArts news next month.

Frank Andreu
CEO, ChocArts Middle East Asia FZC
 

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