This press release took me all day to write, but in the late afternoon it went out to over 60 local media outlets. I got two responses right off: an automated response from a reporter who's in Morocco for a month (sounds nice!) and a call from another who wondered if we might hire her nephew. I think we'll get some buzz out of it though.
June 16, 2009
FOR IMMEDIATE RELEASE
Contacts: Tom Neuhaus firstname.lastname@example.org
Joanne Currie email@example.com
Eve Neuhaus firstname.lastname@example.org
Sweet Earth Chocolate Shop Grand Opening July 11
Sweet Earth Organic Chocolates
announces the Grand Opening of its first retail shop on July 11, 2009, 11 AM, at 1445 Monterey Street, San Luis Obispo, four doors down from its present home above Splash Café-Artisan Bakery
. The shop will carry an expanded assortment of their award-winning
organic, fair trade chocolates as well as chocolate memorabilia, art, and cocoa-butter-based body-care products.
Chocophiles of every taste will find something to love in Sweet Earth’s broad range of delicacies — from the deepest of rich, aromatic dark chocolates paired with complex and exotic flavors (try the cinnamon ancho Aztec Truffle or the pineapple coconut Piña Colada), to the playful array of chocolates on sticks. New items also include creamy chocolate and peanut butter fudge, classic cherry cordials, and a line of vegan truffles.
Visitors enter the shop through a magical glass door created by San Luis Obispo artist Frank Zika
set into a fanciful jungle of painted cacao vines. Inside, beautifully displayed chocolate is offset by bright hand-painted furniture and an eclectic assortment of books, china, tins and tools, all related to chocolate, from a 1943 ad (“U.S. Troops Fight on Chocolate Diet”) to a two-faced Peruvian drinking vessel. On the walls, continent-shaped collages display photos of chocolate production around the world.
As always, profits from sales directly benefit cacao farmers in Ghana and Cote D’Ivoire through Project Hope and Fairness
; and, as always, Sweet Earth Chocolates are made from carefully selected beans grown in Fair Trade certified co-ops in Peru and Dominican Republic and are certified organic by CCOF. Sweet Earth is a local, artisan business and its chocolates will continue to be produced by hand on the second floor of Splash Café. Tours are available.
Tom Neuhaus, chocolatier and founder, learned his craft in Switzerland and from Jacques Torres at Cornell’s Hotel School. A professor in the Food Science and Nutrition Department at Cal Poly, Neuhaus also runs the student enterprise project, Cal Poly Chocolates
. He travels to Africa regularly to work directly with the people of the cacoa-growing villages Project Hope and Fairness sponsors.
Contact numbers: Sweet Earth Chocolates (805) 782-9868
Joanne Currie (805) 544-7759
Tom Neuhaus (805) 441-6727
Eve Neuhaus (805) 441- 6739