Callebaut Celebrates 100 years of Making Fine Belgian Chocolate

It’s the only Belgian chocolate that works across the entire value chain – from the cocoa bean to the finished chocolate product, guaranteeing the highest level of quality and committed to sustainable sourcing.

6/24/2011 --- Since 1911, Callebaut has become the preferred partner for chocolate and chocolate-related products for skilled professionals active in the confectionery, pastry, restaurant and catering communities. This year, Callebaut is proud to celebrate its anniversary: 100 years of Callebaut Finest Belgian Chocolate.

With the year-long “100 years 100 faces 100 reasons” campaign, Callebaut is commemorating the success of its iconic chocolates, such as 811 (dark), 823 (milk) and W2 (white), which have all set new standards for the category and have long been praised by the global chocolate community. Just last week, the first batch of Callebaut chocolate wrapped in the specially designed anniversary packaging left the chocolate factory in Wieze, the home of Callebaut chocolate. The celebration of the 100th anniversary of Callebaut chocolate will continue throughout 2011 with promotional activities, competitions and special events worldwide – all aimed at saying thank you to everyone related to the brand and highlighting Callebaut’s best-in-class products.

On the basis of its Belgian chocolate heritage and through its extended know-how and expertise, Callebaut has been supporting its customers all over the world for an entire century, offering superior quality chocolate products for every possible application. Callebaut’s strengths are also due to its presence in origin countries. It’s the only Belgian chocolate that works across the entire value chain – from the cocoa bean to the finished chocolate product, guaranteeing the highest level of quality and committed to sustainable sourcing.

Juergen Steinemann, CEO of Barry Callebaut, Callebaut’s parent company, said: “Many different people are connected to the Callebaut brand – from cocoa farmers to confectioners, from roasters to chefs – and each for their own reason. That is why “100 years 100 faces 100 reasons” is the centennial’s main theme. We want to put chocolate professionals – our customers – in the spotlight, let them talk about their passion and Callebaut, and reward them for their loyalty, trust and belief in the brand.”