Recently after a long break from having William Curley chocolates in my life I bought a couple of truffles on a swift dash through Richmond, took them home, sat down on the kitchen stool and took a bite. My reaction was akin to Richard Burton’s when he first laid eyes on Elizabeth Taylor – the flavour so extraordinarily beautiful I nearly laughed out loud.
It was about a year ago that I realised I had stopped eating normal chocolate immediately after discovering William Curley’s in 2005. By normal chocolate I mean the candy bars (I’m American) I grew up on and even chocolate cake. For years my mother joked that I had to have my chocolate fix at some point every day. Now I don’t even eat Green and Black’s Organic. My palate just can’t be bothered.
Back in the day as a reporter for the Richmond and Twickenham Times (our offices were located near The Green, a stone’s throw from William Curley’s shop) come Holy Week I’d throw deep-seated journalistic integrity aside and commit all the shameless lobbying needed to get William as the Easter Weekend splash. It wasn’t a hard sell to the editor, most of the time William would have just won some ridiculously prestigious accolade, like Britain’s Best Chocolate. There he'd be on the front of the paper pictured next to a massive chocolate egg or ladelling up a dark melted scoop: our own Willy Wonka of Richmond, The Cacao King.
Yesterday I sat down with William to catch up on his business and to basically talk about chocolate. I told him about his creations having miraculously cured my lifelong (commercial) chocolate addiction and asked if he found that at all ironic or amusing.
“We’ve all been there, big bar of high street chocolate and you can just keep eating it and it’s so, so moreish and you can’t stop. I grew up like that as well. I would have eaten lots of poor quality mass-produced confectionary.
“But it’s a bit like wine, once you know what the good stuff is like you think, gosh I want more of that. And because good quality chocolate is not oversaturated with sugar and fats that are very addictive, you don’t eat as much so your actual craving is quite a short hit. You can be satisfied quite quickly.”
I didn’t tell him about suppressing laughter while eating one of his truffles on my kitchen stool all by my lonesome, but I knew exactly what he meant. Once you go quality in life, you never go back.
Last week William won yet more golds and a silver award from The Academy of Chocolate: Best Filled Chocolate - Fruit for Yuzu (Best in Category, Gold); Best Filled Chocolate - Spice and Herb for Tarragon and Mustard (Gold); Best Filled Chocolate - Caramel (Gold); Best Milk Truffle (Gold) and Best Flavoured Dark Barf for Rosemary and Sea Salt(Silver).
I thought Easter's a good time to get educated about chocolate. You may already know the differences between your Cadbury or KitKat versus fine chocolate, but in case you don't and you want to refine your chocolate intake, William kindly and patiently explained the basics of what makes exquisite chocolate.
Criollo Forastero, Trinitario | cacao pods contain beans used to make chcolate
“You’ve got mass-produced chocolate and fine chocolate and it’s probably 90% to 10% or even higher.
"The three types of cacao are: Criollo, Forastero, Trinitario. Forastero is the dominant species. All cacao grows 10 to 20 degrees north and south of the equator, but Forastero dominates the market in all the areas. It’s widely grown in western Africa. I think 80% of cacoa globally comes from western Africa.
"Then you’ve got South America and the Carribean. In those areas Forastero will still grow, but you also have Criollo. Cacao is actually indigenous to South America, that’s where it all started. Over time it’s been taken to other parts of the world. It’s mainly the Forastero that’s been able to be grown in those other parts. The difference between a Forastero and a Criollo is huge. The Forastero’s got chocolatey notes, but it can be quite bland and short and doesn’t have that wonderful depth when you taste the chocolate. Criollo has all those things, and when it’s processed correctly it can be very smooth, elegant, round and has all different sorts of notes so when you’re tasting raspberry, cherry, cinnamon, tobacco – they are more likely to be Criollo beans.
"There’s also the Trinitario, which is a cross between the two. About a hundred years ago or so there was a massive hurricane in Trinidad and after it they tried to regrow Criollos, but they couldn’t so they found a cross between the two to make the Trinitario.
"Criollo is susceptible to bacteria, it doesn’t like hurricanes, it’s quite a weak plant so up until the 80s when the fine market started to develop, wherever in the world, farmers grew Forastero because it’s robust, strong and they got the same price as for the Criollo. So maybe not in the Chuao Valley in Venezuela (famed for its beans), but in a part of the Caribbean which could grow Criollo they would still grow Forastero because you know you’d get the same price for your beans. In the 80s that started to change. Smaller companies started to send agronomers to those areas to do research and really the whole understanding of the cacao changed a lot."
Fermentation and Drying
"Cacao pods all grow on trees, they all get cut open, the beans get scooped out. The next step is how it’s processed. Fermentation and drying are crucial to encourage the flavour to come out. If they’re dried in the right environment, say on a sunny day and there are lots of raspberry trees around, the beans might draw some of those wonderful flavours. To do that - time and money. Easy way to do it is to ferment but then dry them in a big tumble dryer. Once they’re dried they go back to manufacturing plants.
"Amedei is, in my opinion the best chocolate in the world. The size of their operation compared to some of the big guys is phenomenal. When they produce it they refine it, crush it into a paste, add more coco butter, sugar, vanilla. Those are the key clean ingredients.
"Of course you can add other fats, vegetable fats and other hydrogenated fats or whatever else you want to add - that has an impact on flavour of course."
"The final stage is conching, it’s a Spanish word. They used to have three big shells that go round, the chocolate would be melted and it would help make it smooth and take out tannings that may be in it.
"The longer you conch it the better it becomes. The longer you conch it the more expensive it becomes. So high street chocolate could be conched two to six hours. A higher end high street could be seven to 12 hours. When you get to the fine stuff it could be 40, 50, 50 or even 70 hours.
"Quality of beans and quality production is going to give you good chocolate. I work with Amedei and that’s what I’m about. I make cakes, biscuits, chocolates, ice cream you name it and chocolate is my core ingredient, my most important ingredient, so as a chef I want it to be the absolute best it can be.
"We buy big blocks of what we call couverture which means quality. From there we’ll melt that and do whatever with it."
Can we all just say AMEN to that? I feel I've been to CHOCOLATE school. Amen again.
This is a big year for William and his Japanese wife Suzue - they have all but inked a deal to open a concession in an iconic London department store which can't yet be named but which will no doubt be a match made in heaven. And just last month the couple came out with a chocolate making manual, William and Suzue Curley's Chocolate Manual, published just in Japan.
Last but not least, at the end of 2011 comes a gorgeous hardback cookbook that required 16 days just for the photography. The title of what will surely be a massive Christmas hit with Britain's chocolate-obsessed public is still under wraps, but I can reveal the book, published by Jacqui Small will be available for sale on Amazon and in William Curley's shops.
The Chocolatier promises it will be packed with stunning photos and detailed recipes covering all the William Curley products: patisseries, chocolates, cakes biscuits, ice cream and drinks. What's more, he's rather excited about it. "It will be the best chocolate book ever printed in the UK by a long way." I don't doubt him for a minute - everything about the William Curley brand is exquisite, from food preparation to packaging.
Both shops also offer courses in Truffles and Sea Salt Caramel making. Plus there are courses for children. William says the courses are fun, hands on and you take home what you make.
For the moment, if you've not got your Easter egg yet or for whatever reason you've never tried William Curley chocolate - go by one of his shops or have a look online (all addresses listed below). They'll be open until 8pm this evening and from 10-6 Easter Sunday and Easter Monday.
William's personal recommendations this Easter: Any of the Japanese-inspired chocolates (Toasted Sesame, Japanese Black Vinegar) and Muscovado Caramel.
Read more about William and Suzue Curley's chocolate empire here and here.
William Curley Patissier Chocolatier shops
198 Ebury Street, Belgravia SW1W 8UN | 020 77305522
10 Paved Court, Richmond TW9 1LZ| 020 8332 3002
Recent Comments