The Luxury Network International Magazine Issue 15

FIRETREE LAUNCHES RICH,
SINGLE-ESTATE CHOCOLATE
FROM THE VOLCANIC PACIFIC
ISLANDS AND MADAGASCAR
‘REDEFINING TASTE’ WITH A SMOOTH, RICH DARK
CHOCOLATE, WHICH IS ALSO DAIRY-FREE AND
VEGAN-FRIENDLY
London, – Firetree, the UK’s new super-premium
chocolate brand, is delighted to announce the
launch of its single-estate, volcanic chocolate
range, and was pleased to showcase its chocolate to
the guests at the TLN KSA event, with all of them going
home with some in their goodie bags.
Firetree’s superior tasting cocoa beans are sourced
from small, island estates in the ‘Pacific Ring of Fire’*
and Madagascar, where the volcanic terroirs produce
cocoa beans with natural flavours that change, develop,
and linger on the palate with a sophisticated taste.
For chocolate connoisseurs, Firetree chocolate is akin
to tasting fine wines, single malt whiskies, champagnes,
Cognacs, and premium, artisan coffees.
On the remote, volcanic islands, the cacao tree or “firetree,”
is immediately identifiable with its flame-hued
pods, bright yellow, orange, and red is symbolic of nature’s
flames. It is in the uniquely rich, porous, volcanic
soil that the firetree thrives and produces beans
of the highest calibre. The cocoa beans are expertly
selected by Firetree farmers and masterfully crafted
by skilful chocolatiers to enhance, develop, and bend
the taste and create a smooth, rich chocolate, which
is distinct in its depth and complexity, whilst also being
dairy-free and vegan-friendly. The good farming
practices and craft manufacturing process includes
fermentation, the drying process in the tropical sun,
whole bean roasting in the shell to lock in the flavour,
and slow conching.
Firetree works closely and directly with all their farmers
to ensure the best, sustainable agricultural practice.
They take social responsibility seriously to ensure
that the farmers are paid a significant premium,
appropriate to the quality of the beans, necessary to
support their families and invest in their business.
Firetree was founded in 2017 by David Zulman, Martyn
O’Dare, and Aidan Bishop who have unique experience
and pedigree in the chocolate market. Due to the
founders’ wealth of experience in cocoa processing,
chocolate manufacture,
chocolate knowledge and
passion, their ambition
is to create depth to the
tasting experience by educating
their audience,
building their knowledge
and appreciation of chocolate.
They are committed
to producing first-class
tasting chocolate with the
best inherent flavours and
aromas on the market, as
well as bringing a sense
of wonder and discovery
back into chocolate.
Founder and Managing
Director, David Zulman
said: “We are delighted
to be launching our range of exceptional and one-ofa-kind
volcanic, single-estate chocolate. The cocoa
beans are from far-flung Pacific islands and Madagascar,
and the chocolate is dairy free and vegan friendly.
We’ve put great effort into redefining, enhancing,
and bending the conventional taste as we know it, and
creating a smooth, rich and unique tasting experience,
which is distinct in its depth and complexity.”
The natural range is made up of seven 65g bars and
contains no additives or flavourings. They are dairy
free, suitable for vegans and lactose intolerant people,
as well as being halal and kosher certified. The chocolate
is produced in a nut-free factory using only cocoa
beans, cocoa butter, un-refined cane sugar and sunflower
lecithin.
The packaging is distinctive with seven unique artworks
by Berlin-based artist Andreas Fischer to differentiate
and represent each of the flavour profiles, for
example plum, citrus, truffle, and honey. Each artwork
represents the taste nuances of each profile using colour,
texture and semiotics.
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