Bbc Uses Speciality Food As Showbiz Subject

One the world’s top chocolatiers, Paul A Young, was hired by Sir Alan Sugar to help finalists, Kate Walsh and Yasmina Siadatan, create, brand and market a new box of chocolates.

The BBC’s choice of a niche food focus highlights the multi-billion pound speciality food industry and the business acumen required to command a slice of it.

However, some of Sir Alan’s advice was misleading for those looking to work in food retail, Mr Young told Speciality Food Magazine this morning.

“Yasmina picked a low price point, but as one of the experts pointed out, was the product itself good enough to encourage a second, third and fourth purchase?” says Mr Young.

“Everyone needs repeat business, so I disagreed completely with Sir Alan when he said that product development is something you can look at the afterwards,” he explains.

On the flip-side, Ms Walsh was commended for the quality of the chocolates but questioned over a higher price point of £13 for18 pieces.

Sir Alan suggested a lower RRP, but Mr Young argues that, for a quality product, targeted at the speciality food market, the price was accurate.

“When you’re launching a new product you can’t start low and then hike up the prices later. It’s all about being bold, making sure you have a quality product and then getting the marketing to convince people that what you’re offering is worth the money,” says Mr Young.

In addition to the lessons businesses could gain from last night’s final, the eight million viewers that tuned in, had a glimpse into the hours of graft behind any food business.

“The idea of making chocolate for a living might appear to be a romantic one, but it’s hugely labour intensive, involving endless brainstorming, research and re-research,” says Mr Young.

Having worked in the industry for over 20 years and as a chocolatier since 2001, Mr Young stresses the importance of hands-on experience to anyone looking to set up on their own.

“If people are now inspired to work in the industry that’s terrific, but they need to work for someone already in the business for at least six months to get the experience. Turning a hobby into a business involves a completely different way of thinking,” he concludes.