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Chocolate For The Rich, Vain, & Stupid

Still figuring out what to buy your honey this Valentine's Day? Why not $2000-a-pound chocolate? Not practical you say? NoKA doesn't find it all that bizarre a concept. DallasFood.Org feels differently: The question of how much of a premium is … Read More

By / February 12, 2007
Jewcy loves trees! Please don't print!

Still figuring out what to buy your honey this Valentine's Day? Why not $2000-a-pound chocolate? Not practical you say? NoKA doesn't find it all that bizarre a concept. DallasFood.Org feels differently:

The question of how much of a premium is reasonable in gift-giving recently nagged at a blogger who writes about local food at the DallasFood.org site. In a 10-part series that can only be called investigative blogging, he tried to justify Noka's price. He analyzed the marketing of the chocolate with lawyerlike logic and came to the conclusion there was little special about it. He noted that the company, just as other chocolatiers do, buys bulk chocolate, called couverture, from chocolate makers, who process the cacao. But while truffle makers like Michael Recchiuti or Michel Cluizel charge a mere $80 or $85 a pound for their treats, the markup for Noka could be as much as 50 times the wholesale cost of the couverture, the blogger estimated.

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