Louis Rossetto, co-founder of Wired magazine, has turned tech into taste with his new start-up, TCHO Chocolate. One of the few companies in the US that make chocolate from the bean (not just remelt pre-made chocolate), TCHO is joining the ranks of true chocolate makers like Scharffen-Berger, Theo and old giants like Guittard.
We thought the subtle tech-references were cute - they call the first version of their bars 'Beta chocolate', and their 'latest release' is 'Beta Batch: C Ghana 0.1' - all references to software and tech-talk.
Still, the packaging is appealingly low-tech with simple print on unbleached recycled paper. I'm curious if the packaging is beta, too and will get 'upgraded' over time!
Here's more info, from Financial Post.