Osama, tell us how the story of your chocolate factory began?
The history of the Patchi brand began in 1974 in Beirut. Opening first a small boutique that specialized in the manufacture of gourmet chocolate in handmade packaging, my father Nizar Chuker did not stop there. After Patchi products were recognized as luxurious, thanks to their beauty and delicate taste, the network of elegant pastry shops began to expand. For 30 years, our family has opened 112 stores in 35 countries on 5 continents.
You are incredibly lucky to be born into a family of chocolate manufacturers. Probably all your friends envied you in childhood?
Yes, yes! I myself love chocolate. As a child, I always stuffed pockets full of sweets and treated them to my friends. After all, they were not born in the Chuker family. And by the way, do not believe those who say that chocolate is bad. In all my offices there are always vases with chocolate, and when I do not have time to have lunch, I can easily snack on them all day and feel a surge of strength and energy. I have no signs of excess weight and excellent health indicators. Chocolate is great!
You said that today Patchi chocolate is presented in more than 35 countries around the world. Are there any differences in consumer tastes? Say someone likes milk chocolate, other bitter ones?
Today, Patchi has more than 150 varieties of chocolate that are made according to exclusive European and Eastern recipes: with almonds, pistachios, pralines, dates, coffee beans. We even have “light” chocolate, in bars or in portions. Everyone can choose what they like. In the Middle East, milk chocolate is more popular; Europeans prefer bitter chocolate.
And the design of almost every single candy is also Patchi's corporate identity?
Yes. We want even one small candy to become an independent gift. This is a characteristic feature that is recognized worldwide today. For each holiday, we make special collections of packaging and decoration. We wrap our sweets in flowers, we can decorate them with jewelry, gold or silver. In our factories, chocolate arrangements in the form of bouquets of flowers are created. And all these are Haute Couture collections - their appearance changes depending on the season, event and occasion. We order corporate and wedding gifts from us, we deliver chocolate to the ruling families of the Middle East.
How many factories produce Patchi chocolate? Where does the raw material come from, after all, it is known that cocoa beans today are the same luxury as gold?
We are now producing high-quality chocolate in three of our own factories located in Beirut, Dubai and Saudi Arabia. In addition, we offer Versace dishes and other things in our boutiques so that when buying chocolate, a person can collect the whole gift.
Yes, the question of the supply of cocoa beans and other high-quality raw materials is relevant and very important. For many years we have been working with leading suppliers, and thanks to Patchi's well-deserved reputation, we are able to conclude contracts on the most favorable terms. This is the key to future successful development, since the only compromise we cannot make is the quality of our products.
During which holidays do you usually see sales rises?
You know, people find reasons for the holidays every day. These are family celebrations, weddings, and the birth of children. However, the sales peaks of our chocolate, when it comes to the UAE and neighboring countries, fall on Ramadan, followed by Eid Al-Fitr, Eid Al-Adha, as well as Christmas and Easter. We made a lot of special kits this year to commemorate the 40th anniversary of the UAE. And, of course, now we expect that our New Year's surprises and gifts will delight all customers. By the way, in the spring of next year we will open our first branded boutique in Moscow.
Taking this opportunity, I want to wish all your readers a Merry Christmas and a Happy New Year, wish them health and happiness, and invite them to our company stores for shopping and unique delicious gifts.
Thanks for the conversation, Osama. We wish you continued success. And let you have everything in chocolate.
