Naturally, famed chocolatier Jacques Torres doesn’t send roses on Valentine’s Day. “You cannot eat flowers. You can just smell them,” he joked on Yahoo Finance’s The Final Round. “Chocolate is the best thing,” he said.
‘The biggest single day’ of the year
Torres – whose eponymous chocolate brand is celebrating its 20th anniversary this year – says Valentine’s Day is the company’s “biggest single day” for sales. For the holiday, Torres resurrects classics, like chocolate-covered strawberries, while also offering something sweet for those who think love stinks. “Some people don’t like Valentine’s, so we put a little skunk that has a heart,” explains Torres.
Jacques Torres Chocolate currently boasts seven stores in New York City, but the company is expanding its reach further through a new partnership with Costco (COST), where it will introduce a new fruit-and-nut chocolate product.
“Saturday, day after [Valentine’s], we are launching this product in Costco,” he said. “It’s dark chocolate, superfoods. It’s good, it’s good for you.”
Partnering with the big-box store was a challenge, Torres said. “You have to be ready... don’t like to order if you cannot deliver. But if you can deliver – and you know, it’s up to you to make a deal that works for you – I think it’s a great company. I love to shop at Costco. They [have] good products.”
Torres “cannot believe” that his company is 20 years old. “I [would] never think for us to stay in business twenty years in New York City; it’s a big accomplishment,” said Torres, who left his prestigious job at Le Cirque to open his own shop in Brooklyn.
In addition to running his chocolate empire, Torres now co-hosts the culinary competition “Nailed It!” on Netflix, alongside comic Nicole Byer. “The show, the television show, this is great. ... We have a lot of fun doing it. We make fun of the competitors.”
But there’s something he likes even better about the show. “This year, we take a stand, and we want to make a difference, global warming. Also, people who grow chocolate [ingredients], we want to give them enough money for them to continue to do what they do. So the whole year is focusing on that.”
Olivia Balsamo is a producer for Yahoo Finance.
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