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Chocolate is the ultimate go-to gift -- and one that most people will gratefully accept. But instead of reaching for the same brand-name chocolate the next time you shop, try thinking outside the candy box, says Clay Gordon, editor and publisher of TheChocolateLife.com, a social networking site for chocolate lovers. Yes, some people will be impressed if you spring for an expensive, high-end brand. But there are other ways to find outstanding chocolates that will please each unique recipient even more. Here are five ways to start.
Think about the recipient's tastes.
"If they say, 'Let's do sushi,' and they're always ordering the most exotic stuff on the menu, then get more exotic chocolate flavors," Gordon says. But if he's more of a traditional burger-and-fries kind of person, then shy away from wasabi- and ginger-infused chocolates, and go for the classics -- solid chocolate bars or truffles -- instead.
Seek help at a specialty store.
You wouldn't go to a drugstore or a supermarket for the best-quality bread, so why would you go there for top-notch chocolate? Find a specialty shop in your area and ask for help. It will have fresher selections, thanks to a higher turnover, and it will offer more knowledgeable help, Gordon says. Your local shop may even be your best ally in sussing out your intended's tastes.
"By pulling a few little pieces of information from customers, we find they know a lot more about the person's taste than they think they do," says Susan Fine of dark-chocolate emporium The Chocolate Path in Montclair, N.J. "Then we can point them in the right direction."
Make it personal.
"Chocolate is one gourmet food that has very strong emotional connections, so you use chocolate as a way of telling stories and making connections," Gordon says. "Explain the motivation behind your gift. 'I remembered you loved orange flavors, so I thought you'd like these.' Or, 'They taste just like some delicious chocolate I had in Rome.' "
Less can be more.
A handpicked selection of a few really flavorful chocolates always beats a generic 2-pound assortment. "Show me that you spent time talking to the person behind the counter, and you were thoughtful about the choices you made," Gordon says.
An attractive presentation goes a long way.
Put loose pieces in a cellophane bag tied with a nice bow. If you buy a bar and a bag of truffles, wrap the bar in tissue paper and tie the truffles on top. "Thinking about the type of chocolate somebody would like is a gift itself, especially when presented nicely," Fine says. "A Hershey's bar with a pretty bow on it can be special."
And now: How NOT to buy chocolate
Clay Gordon corrects some common buying mistakes in his book, "Discover Chocolate: The Ultimate Guide to Buying, Tasting and Enjoying Fine Chocolate."
Don't assume that high price equals high quality.
Fine chocolate isn't cheap, but if you follow the rules outlined here, you can find some inexpensive and very good sweets. Also, buy based on price per piece, not per pound, Gordon says.
Don't believe that certain countries rule the market.
Belgium and Switzerland, for instance, are renowned for making high-quality chocolate, but that doesn't mean any chocolate from those countries is guaranteed to be good. Plenty of great chocolate is made all over the world.
Don't judge by cocoa content (the more, the better).
There is zero relationship between cocoa content and chocolate quality, Gordon says. A chocolate with 70% cocoa content isn't inherently any better-tasting -- or worse-tasting -- than the one with 60%.
Don't choose chocolate that has any non-cocoa butter fats.
"Real" chocolate has no fat content other than cocoa butter. Check the ingredient label: Dairy fats are acceptable only if used for fillings (such as caramel). Avoid chocolates with non-dairy fats and partially hydrogenated oils.
Don't purchase chocolate that isn't fresh.
Although chocolate can have a shelf life of several weeks, it's at its best within hours or days of being made. Ask your chocolate seller which pieces are the freshest before making your selection.
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