Bernard Callebaut returns to market as Papa Chocolat

CALGARY – Bernard Callebaut is back in the chocolate business.

Less than two months after losing his namesake company to receivership, Callebaut is launching a new enterprise called Papa Chocolat, entering once again an increasingly crowded Calgary market.

"The high end chocolate is the market that is the fastest growing," said Callebaut, who believes people will pay for quality. "There is much more demand from the public for this. In my opinion, yes there is room.

"There are lots of chocolate lovers."

Callebaut is starting again at a time when he’ll be competing not only against his former company – and recipes – but newer players such as Inglewood-based Choklat.

Rob Walker, vice-president and partner with Colliers International, said there is always room for competition.

"Particularly Bernard, with his reputation in the marketplace," he said. "He would know if there’s room in the market. And he has a steady following. I think he’s going to do fine."

In October, a judge approved the sale of Chocolaterie Bernard Callebaut to a group that includes a former Callebaut vice-president and an Edmonton man who owns three stores, after ATB Financial was owed $4 million and the company was placed in receivership.

Callebaut has attributed the trouble to the economic climate and his purchase of land outside Calgary during the boom, where he planned to eventually start an organic dairy farm.

He had bid to get the company back – which included the factory and headquarters, eight corporate stores, the name and all the recipes – but was rejected.

Now, with Podium Participation Funds raising $1.65 million in start-up capital, Callebaut is starting again, looking forward to a leaner operation where he’ll be hands-on in the kitchen."We wanted to find a new name that was totally different, no confusion with the old one, a name that was clear it’s two different companies," Callebaut said Wednesday of Papa Chocolat, adding that his children call him papa. "In thinking about it, we wanted to be also a name so that people know it’s a family business, a generational business."

The new logo includes a photo of Callebaut making chocolate with his six-year-old son, a reminder of who the papa behind the name is.

Bernard Callebaut the company has launched an ad campaign leading into the holiday season that touts "Chocolates by Bernard Callebaut."

For now, Callebaut – who founded Chocolaterie Bernard Callebaut with one store in Calgary in 1983 – is filling corporate and custom orders from a temporary space, wanting to have a presence in time for the lucrative Christmas season.

But a manufacturing facility will be ready within the next few months and he plans to open two retail outlets by March. While he won’t give confirm exact locations, one will be in the southwest, the other on the city’s west side. He anticipates the new company, including stores, will employ 10 to 12 people.

Callebaut expects to hire three or four to take him through the Christmas season.

He will also eventually be looking at other venues to sell his chocolates, including hotels and restaurants.

"Our focus now at this point is to get the retail locations going. And ultimately, when you’ve built the brand, you can look to other venues," he said.

Callebaut is excited about a new start.

"I love to make chocolates," he said.

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