From 15 to 23 October, Perugia welcomes everyone for the Chokolate Revolution  

Eurochocolate has become a traditional rendezvous for all chocolate aficionados, and the event never ceases to amaze people. Everyone – the organisers, first and foremost – thought that Eurochocolate had reached an unsurpassable record with the extraordinary ten-year anniversary (2003). But instead… in 2004 a veritable army of chocoholics invaded the beautiful city of Perugia in record-breaking numbers: 900,000 people!!!

What is the secret of this success? The fact that this event was the very first to grasp the enormous potential of a product that has no target, that cuts across all ages and social classes, and that has discovered the perfect location in Perugia, the quintessential City of Chocolate.

Everything is accompanied by a heavy sprinkling of good humour, fun and games. At the same time, Eurochocolate always focuses on developing cultural projects that are tied to various art forms, paying special attention to defending values like solidarity, biodiversity, traceability and the sustainability of the cocoa production chain. As part of Eurochocolate World, the section devoted to cocoa-producing countries, these values now enjoy their own special space.

In the upcoming Eurochocolate, this space will further develop its role as a way of stimulating and bringing together cocoa-producing countries, processing countries and chocolate consumers, also establishing the first C8, a full-fledged international summit of the top eight cocoa-exporting countries.

The issues examined by Eurochocolate World will be developed once again during the lessons of Equoschool, the school on fair-trade chocolate, offered to young students as well as families.

Many have tried – but with mixed results – to imitate the winning combination distinguishing an event that has also become famous outside Italy. In fact, Eurochocolate has proposed that, starting on 12 October 2005, everyone around the world celebrate 12th October – the commemoration of the discovery of America – as ChocoDay, a world day dedicated to Cocoa and Chocolate, by signing a Manifesto destined to bond all those who love this product.
 
The Chokolate Revolution  
For 2005, the event has adopted a provocative claim: Chokolate Revolution. The idea is to use chocolate as a means to change habits and how we think and act, stimulating a positive approach to the way we relate to the world and to life around us.

Naturally, all this will start with chocolate’s historical background, like the arrival in Italy of this food that revolutionised the peaceful climate of seventeenth-century European courts and even triggered heated debates. Eurochocolate 2005 will examine this crucial period in history by producing a marvellous exhibition entitled “Cioccolata, squisita gentilezza”, organised in collaboration with the National Central Library of Florence, which will display ancient manuscripts and texts about chocolate going as far back as 1600. The exhibition will be accompanied by a spectacular catalogue, published by Vallecchi.
 
Eurochocolate sets trends and, at times, it also follows them. In the wake of the success of ChocoIsland, The Island of Chocoholics, another intriguing choco-reality show has been planned: Cioccolateria Garibaldi. This time, the stars are 10 confectioners-chocolatiers who will attempt to unite Italy, challenging each other for the duration of the event with fusillades of bonbons, cakes, mousse, ice cream – all made of chocolate, of course! Participants will be chosen via the Internet, and this will be followed by a series of selections that will culminate in the semi-finals, which will be held on 7 October 2005.

In keeping with this “revolutionary” theme, Red October deserves special mention. This initiative stars an ingredient that is being combined more and more with chocolate: chilli pepper.

Another curious event is the competition proposed to students at Italian elementary schools, involving Clara Sereni.This author has specially written the opening words of a story whose leading characters have unmistakably revolutionary names: Ribelle [Rebel] and Sovversiva [Subversive]. Each student can participate in the competition by continuing the story with the hope of winning. The best story will be presented as a play. More importantly, first prize is a huge amount of chocolate: the total weight of all the students in the winner’s class! Eurochocolate will combine this prize with the distance adoption of a child who lives in a cocoa-producing country.

The “revolution” concept will also explore other worlds, such as design. Through the ChocoPack initiative, it will involve several important names for the revolutionary design of new packaging for chocolate.

Eurochocolate 2005 will also discuss the French – oops! – PiedmonteseRevolution through the historical examination of the origin of legendary gianduja chocolate.

Naturally, the Università dei Sapori – the University of Flavour – will again offer educational activities for schools (“The ABCs of Chocolate” for elementary schools, seminars for hotel training schools, etc.), amateur chocolatiers (Chocolate School), and semi-professionals and professionals (master classes and internships). Naturally, only Eurochocolate will offer the Chocolate Show, the biggest and best-stocked chocolate emporium on earth, with over 130 names from the world of small-scale chocolatiers as well as national and international industries.

A rich schedule of activities will transform Perugia into a revolutionary City of Chocolate!

The ChocoCard will debut at Eurochocolate 2005… This concept has been in the works for a long time, and as of this year Eurochocolate will offer chocolate lovers the chance to purchase a ChocoCard. The card, which costs €5, will allow users to take advantage of countless delicious offers and benefits, so they can enjoy their time in Perugia throughout the event.

… and for good measure… 9 days with the Chocometre… diet? What diet?!
This is the official gadget of Eurochocolate 2005, and it will gauge everyone’s chocoholic factor. This instrument measures your waistline – and any excess pounds – to provide useful information about your chocoholic condition!

Eurochocolate Press Office
ufficiostampa@eurochocolate.com
+39 075 502-5880 – Fax +39 075 502-5889
Perugia, January 2005