Chocolate-maker extraordinaire, Chef Rodrigue Joab has created a world renowned Pâtisserie in the heart of London – Patisserie-Conseil. Not only having worked with the best chefs, luxury hotels and restaurants in the industry, but his Pâtisserie-Conseil is also the recent recipient of the illustrious ‘Best Luxury Chocolate Bar, UK, 2021’, as announced by the globally acclaimed Luxury Lifestyle Awards. We managed to clinch some of his time in getting to know the man behind this award-winning chocolate fame!

LLA: When did you first realize that chocolate was going to be your signature specialty?

Rodrigue: I did not know this chocolate will be so famous but the idea was to create something that bring people together. Solve all the chocolate problem in one high standing product which must be Premium, organic, single estate, fair-trade, 100% vegan (no cross contamination) natural, guilt free, not better, not sweet, less fat, Healthy and well-being lifestyle.

LLA: Where does your inspiration as a Pastry Chef come from?

Rodrigue: Interesting question… I can’t explain inspiration without feeling. Understanding the science behind inspiration, freedom is the key because my action on the basis of those feeling inspired by an idea, an object, a person or event of creating things that surprise people. Take risk, starting something that I have no idea how to finish, witnessing myself go for something new. Anything that has the potential for failure, and gets my heart and creativity pumping.

LLA: What is the reason you decided to embark on chocolate making, versus being a chocolatier?

Rodrigue: It is a real fun when a chocolate maker is going through the whole chocolate making process by starting with the raw bean. I have the opportunity to customize my own chocolate process. We enjoy going through a roasting, cracking, winnowing, grinding, conching, tempering, fill into the molds and packaging.

LLA: Which region of cocoa bean is a personal favorite of yours?

Rodrigue: The cacao bean is the starting point depending which country, region and place it comes from and grow it is really important. Each cacao bean has his own touch with incredible flavours and I love all of them. This is why we bring so many cocoa bean from different countries to London, so you can appreciate a panel of taste depending of my own mood also your personal choice.

LLA: If you could create any chocolate dessert recipe, what would it be?

Rodrigue: With our chocolate range, a vegan chocolate entremets french style will be perfect to taste all the amazing flavours come from our chocolate.

LLA: How do you see the cocoa farming industry developing?

Rodrigue: Production of sustainable cacao significantly impacts the economies of many developing countries and provides livelihood for people globally. Unlike larger industrialized agribusinesses, the vast majority of cacao still originates on family-run small farms that have limited access to resources and organized markets. To address the many challenges confronting global cacao production, public and private-sector actors are increasingly partnering to dedicate funding and expertise to improve sustainable cacao farming and the commercial conditions of the local developing economies. These efforts will translate into better livelihood at the farm level, increased resources and investment. The impact is more secure environment for smallholder farmers that supply the bulk of cacao production for the world’s consumers.

LLA: Do you think there is enough support for fair-trade cocoa farming?

Rodrigue: We are not certified fair-trade we take this matter very seriously about farmers’ living. As organization our concern is to do the best to make sure the family cacao farmers earn a fair rate decent standard of living for the cacao production. We give our support and hope to inspire others to follow our path..

LLA: You fill many roles and wear many hats. How do you balance it all?

Rodrigue: Entrepreneurs need to wear many different hats, we all have many roles that we play every day. It’s a reality that we all deal with as we work to grow our business. We have to perform several different functions as effectively as possible. One day you might be working on your marketing plan. The next day, you might negotiating with vendors. After that, you might find yourself being your own accountant.

The key is balance, and learning to separate every part of your job into equally important sections and manage different aspect of it.

LLA: What was your inspiration or drive behind creating a vegan chocolate brand?

Rodrigue: Patisserie-conseil focused on solving customers’ problems. It’s an important distinction. As pro-organic and pro-vegan entrepreneur I drive to promote a high-end product that respect the environment and meet a lifestyle expectation included dairy intolerant, vegan, pro-organic, diabetics, healthy and well-being consumers. We try to archive our life goals and fulfilling our life’s vision through providing product and service that offer uncompromising quality in scalable way, that is produced in a healthy process environment.

LLA: Where do you see Patisserie-Conseil in the not-too-distant future?

Rodrigue: Patisserie-conseil’s objectives for the short term is to make the best effort to create a unique well-being place store design that will be visually attractive and designed for great and efficient service. Where you can see the process of bean-to-bar chocolate production, socialize with each other in a comfortable and relaxing environment while enjoying a brewing cacao tea and organic low-glycemic natural french vegan pastry. With our dedicate space for meditation, yoga, pilates, this place will help our customer to relieve their daily stresses by offer peace of mind through great ambience and friendly customer service.

LLA: Do you have any words of encouragement to young aspiring chocolate makers?

Rodrigue: If you start to be a chocolate maker and you did not succeed, Try, try again. If you do not succeed at that time, try, try again. And if you do not succeed, seat down and make a review for what you did and try, try again.

Natural never perfect, it is in the imperfection where you can find the perfection.

Believe in yourself, trust your instincts, learn from your mistakes, never ever give in, and the perseverance will help you succeed.