Chocolate Magic

The CEO of Salon du Chocolat, Gerald Palacios, Discusses the Future of his Event and the Appeal of its Subject

In 1994, Salon du Chocolat debuted as an event in Paris, with high-end chocolatiers showing off the best the industry had to offer under one roof. Since then, the event has moved around the world, showcasing products and innovations, while also hosting speakers, discussions, workshops and even chocolate fashion shows. While Salon initially expanded to numerous locations around Europe, the events on the current agenda include only a few traditional European stops (Paris and Lyon), while also visiting Lima, Dubai, Montreal, Shanghai, Tokyo, Riyadh, Kuala Lumpur, Mumbai and Istanbul. In March, the show returned to New York City after a five-year hiatus, and included chocolatiers from emerging markets in Brazil, Nicaragua, Thailand, Haiti, Ecuador, Madagascar, Ivory Coast and the Dominican Republic. The event in New York is on the schedule for 2026 (March 7 and 8) as well. Salon’s CEO Gerald Palacios talked to us about Salon’s reach, its plans for the future and challenges facing the industry.

What’s the rationale behind Salon’s expansion and will it continue?

We want to keep integrating more countries into Salon, not only as hosts, but also as participants with their own booths. Now we have 25 countries participating at the show in Paris. It is good for the places that are opening their own shops. We have opened one in Peru. We are seeing growth in Africa. These places are pursuing their own exporting. They are growing the value chain. We want to get them access to markets.

When people think chocolate, they think of France, but also Belgium, Switzerland, Italy, Germany. You’re expanding, but it’s not necessarily Euro-focused the way people might think. Why not?

Italy is still a big ice cream market. It’s not a chocolate market. There was not the level of enthusiasm for the show [when we were there]. Spain is a traditional market, but not necessarily a chocolate market as such. There are some initiatives in Portugal. Germany is not really for our platform, because it’s a different type of consumption. We’ve been in Belgium, of course. Hmm, Belgium is like two countries in one. Belgians are very proud of their own chocolate. They are quite good. But they don’t really accept international brands in their country very well. They don’t want to see them. The Flemish side does not care for competition. We have an office in Switzerland. It’s also a very interesting market for chocolate, but not for international brands. It’s very local or regional.

That’s why in Europe, where they know chocolate, it’s difficult for a platform like ours to emerge or to add value. We were in the U.K. and there are some opportunities there for the future. There is, I would say, a growing cultural welcoming. But there are some other countries that are maybe not traditional, but we view them as very enthusiastic. That makes it easier for us to federate a new industry and create opportunities for emerging brands to join.

What are some cities where Salon might be in the future?

I want to be in Africa. We are already in South America. In Malaysia, there is enthusiasm and they have cocoa beans. Indonesia is promising. India for sure. For me, emerging markets are great adventures. Seeing the reaction and enthusiasm when we went to Montreal in the fall was very encouraging.

We brought some great chefs with us to Saudi Arabia and they were all amazed by what they saw: the quality, the passion, the initiatives, what they started to produce. It’s growing passionately; finding the right place, the right partners. We’ve been in Japan for 24 years and we are still growing.

What are your opinions about chocolate in the U.S.?

I think you are much more well-educated than before. Look, it’s a global phenomenon. People are traveling. They are more into gastronomy, and more into sweet gastronomy because they are learning. I used to work in the wine industry and in the coffee industry. We can see that there is a trend where people want to learn. They want to try new things. They want to have more access. Michelin places are expanding their chocolate options. Luxury brands are expanding into chocolate. People want more and more access points for chocolate. They get more and more educated. I have been impressed at Salon with the level of education, with people buying and trying. It’s true that we promote a quality product, but I think here people understand more and more that there is a difference in product quality. I think the market will become more specialized, and in the future, I think people will maybe buy less, but they will expect a better product when they buy.

Also, people around the world are becoming more health conscious, so more people understand now that good chocolate can have a positive impact on health, but bad chocolate is bad. It’s true that if you try a 90-percent cocoa from Venezuela, it’s not the same as a Hershey bar. I think the appreciation of chocolate is much like wine. You don’t drink a 200 Euro wine like a 10 Euro wine. You prepare your mind. I see more people here learning about the origin and the process and when you understand those things, you see the differences. You taste them. More people want to know about traceability. It’s possible now to know the farmer. Less is more. I’m very positive about the future of this product.

What about the cacao prices and how that might impact Salon’s future and the future of the industry?

This market has a lot of things to consider: speculation, climate problems, disease. What will help the industry is people giving back to the smaller cocoa producers. It’s not right that so much is going to corporate producers and the rest is going back to the value chain. We want that money to be better distributed.

In the end, this is an affordable luxury. People understand that for a quality product, you have to pay for it. Then you consider the value. The value comes from asking questions: Where did it come from? How was it produced? How does it respect the regulations? How was it planted and fermented? People want to understand the price. I don’t think there will be a decrease in consumption of high-end products. People are more likely to buy when they know what they buy. Okay, I can see that in France a tablet that was eight or nine Euros is now 15 or 16 Euros. That’s huge. But for the time being, there is value in a good product. There are also initiatives to find new ingredients. I’m not for shrinking the bar, but getting to new ingredients I like.

So-called Dubai chocolate has become a trend. Do you think it will last?

Well, this is an example of incorporation of ingredients. Pairing pistachios with chocolate is not new, but many people are discovering this combination and they think, wow, I never knew; this is really good. Of course, people have been eating other kinds of nuts with chocolate for years, so it’s up to the chocolate maker to see what will convince the customers. Maybe it’s something really new, but maybe it’s just something overlooked.

What do you see emerging in the next 20 or 30 years as a new platform for chocolate, itself?

Some people only know chocolate as something sweet. We know that it can be used in savory preparations as well. In restaurants, you are seeing that. At home, people are also finding savory food to prepare in sauces and so on that includes chocolate.

Have you tried chocolate in Mexican moles?

Good example. Chocolate is a good partner for many preparations. Chocolate really enhances flavor. It is not just something you enjoy as a bar or a truffle.

Since you’ve worked in other industries around the globe, can you think of a product with more universal appeal?

I don’t think I can. We say chocolate is a link between cultures and generations and religions. I think it’s the most universally appreciated product in the world. You don’t find that with wine, because it’s too complex, but I think cocoa is becoming a common language. Even if people have everything in the world, they will go crazy for a great box of chocolate. Even if you have everything, chocolate can still have a massive impact on your happiness and in your life. It’s something that can touch everybody. It crosses generations and social backgrounds. There is a great interaction between the people and the product.

(This article appeared in the Summer 2025 issue of Pastry Arts Magazine)