Building our artisanal chocolate brand, JusTrufs, over two decades, has been a journey of passion, perseverance, and plenty of nerve-wracking, sleepless nights. I still remember the first batch of truffles I ever made in my home kitchen. That first batch, imperfect as it was, ignited a passion that has fuelled Jus'Trufs for over two decades.Today, we are proud to be a leading artisanal chocolate brand in Bengaluru, known for our unique flavours, high-quality ingredients, and commitment to craftsmanship. But the journey hasn't always been easy. We've learned countless lessons along the way, and I'm excited to share a few of the most valuable ones with you. In the famous words of Minna Antrim, "Experience is a good teacher, but she sends in terrific bills." Yes, we know that too. Quality Ingredients, Exceptional Results: Ingredients and the art of mixing and matching flavours are at the core of any venture. Stay true to your ingredients, and decide which is going to be your hero in a recipe before fine tuning it. Mastering the Craft: Learning from the Best: Practical training and internships was what gave me the edge in my journey. Attending a fine course in India or abroad is invaluable, but the pristine conditions of a classroom can't fully prepare you for the realities of a working kitchen. My training at the Chocolate Academy created by Barry Callebaut Group in Singapore and Mumbai provided a solid foundation. Always grateful to my excellent masters https://www.linkedin.com/in/kirsten-tibballs-a9888312/ and https://www.linkedin.com/in/abhiru-biswas-65252b8/ for the excellent foundation. Later, it was the hands-on, behind-the-scenes internships that truly shaped my skills. Working alongside master chocolatiers in their bustling kitchens, I learned the true art of chocolate making, from sourcing the finest cocoa beans to perfecting the delicate aspects of tempering. These experiences, particularly my time in Deinze, Belgium, with Bart Van Cauwenherghe gave me the confidence to forge ahead and build Jus'Trufs. Stand Firm on Quality: Believing in high quality comes with a cost. You may be tempted to drop your quality standards if clients find your pricing high. Stay true to your recipe and your art. Work hard to ensure you are seen in the markets and circles that are right for you. Eventually, you will find the discerning clientele that appreciates your quality. It takes a lot of time and patience. Not Everyone is your Client: As you gather experience, you will instinctively know who is your client and more importantly who is not your client. Do not fall for the hook, this time please take the order at this price, and next time we will come back to you with a bigger order we have done this on multiple occasions and learnt the hard way. Educate your Client: To most clients, something made at home, in small batches, should be cheaper than a product in a supermarket. You have to educate them about the nuances, and why your creation is special and different. All the client sees, is a packaged chocolate which is sometimes four times the price of a mass-produced, commercial chocolate. Create your Core Team: You cannot do it all alone. Find and cultivate a like-minded team for production, packaging, design, accounts and sales. Every step is very important and one founder, however talented and passionate, cannot do it all, nor are we good at everything. Some tasks can be outsourced, but some have to be done in-house. The Art of Saying NO: As an artisanal chocolatier, you cannot compete with commercial brands on price or delivery timelines. Assess your capacity and do not overbook on orders, even if it is a very tempting, big order. We have been tempted several times, and have also caved in, and regretted the stress. If you cannot give it your best shot, say No. Yes, it is tough to take this call, but deep within, you will know it is not worth your time. The Slow Craft: Respecting the Time It Takes to Create Quality: Our chocolate takes a long time in the making. The base chocolate has to be in the grinder for 24-36 hours, after which we can create a handmade praline or a bar. We cannot be expected to produce great chocolate at the last minute. We also need to factor in the time taken for packaging, counting the boxes and packing them in master cartons for delivery. We do have to forgo a lot of orders due to this. Whenever weve said yes, in situations like this, weve ended up with sleepless nights, and an overworked team Packaging: A Key Factor in Product Success Follow your gut about design. This is your baby and your creation, be very involved. Work with a creative freelance, initially. Students of a design school are a good place to start, as they will be available to work with you on more pocket-friendly terms. The Diversity of Taste: Understanding Your Audience You are creating artisanal chocolate because you are passionate about it. But you are not your client. Talk to your clients, get feedback on the taste of the product. You might have to change a recipe you love. I know it is hard I have gone through similar pangs myself. Build a rapport with your clients, and understand their needs. Every business is based on fulfilling a need. The Uncertain Future of Cocoa Prices Be aware of the current situation around the world regarding cocoa farming and production. Our crops are badly affected by climate change. Can you find a sustainable farm to work with? Production has reduced significantly and prices have sky rocketed. Look for creative ways to manage the pitfalls ahead. I really do pray for the future of cocoa and all our crops. I would love to hear your lessons learnt, while building an artisanal chocolate or food brand. Do comment below and you can email me on chenddyna@justrufs.com. Do visit us at JusTrufs, Jakkur Road, Jakkur, Bangalore 560064, or find us on our website, www.justrufs.com, for your chocolate fix!
