Bakers Journal

Callebaut marks 100 years of chocolate making

June 23, 2011
By Bakers Journal

June 23, 2011, Wieze, Belgium – Callebaut is celebrating its 100th anniversary.

Celebrations will run 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 products.

“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,” said Juergen Steinemann, CEO of Barry Callebaut, Callebaut’s parent company. “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 believe in the brand.”

The company has launched a special website (, commemorating the history of the Fine Belgian Chocolate brand.


The website also features details about the special Callebaut anniversary contest, running now through Sept. 1. Confectioners, bakers and pastry chefs can enter for the chance to win one of five trips for two to a cocoa farm in Ghana. Winners will be able to see first-hand how cocoa beans are grown, harvested, fermented and dried before being shipped around the world.

Other prizes include 100 free courses at one of Barry Callebaut’s 13 Chocolate Academies and 100 free 100-kg bags of Callebaut chocolate.

Callebaut was established in 1850 as a malt brewery and dairy company. In 1911, the company changed its core business to manufacturing the Finest Belgian Chocolate.

Print this page


Stories continue below


Leave a Reply

Your email address will not be published. Required fields are marked *