JoMart Chocolates

April 15th, 2010
Posted in News

23,350 days ago my dad started JoMart.  For those of you who cannot do the math, he started JoMart 64 years ago TODAY.  He and his cousin Joe both had worked at various times for my grandfather Julius.  He owned and operated the Newport Candy Company-located in Brooklyn.  When my dad returned home from World War II he was anxious to get on with his life.  As a returning veteran he qualified to buy sugar-I still have a copy of his sugar allotment stamps.  Sugar was not the easily obtained commodity it is today.  Unlike future wars, back in the day, everyone in the country had to sacrifice.  There were many commodities we take for granted that were not readily available, or if they were available they were severely rationed.

JoMart’s 1st location was on Franklin Avenue, near Eastern Parkway in Brooklyn.  At the time there was an abundance of candy shops within blocks of each other.  Bartons, Schraffts, Barricini, Lofts, Flora Mia & Ann Morris.  Joe and Martin (hence JoMart) felt that if they strived to make a high quality product, the competition would not matter.  They firmly believed that since the war was over, people finally had a reason to celebrate all the good things in life.  Now that’s a mission statement that is easy to understand.

During the first 64 years of our history, we have constantly adapted to change.  Changing technology, more access to wonderful ingredients, the transition from our beloved metal molds to high quality plastic molds, and the loss of family members.  We have endured recessions, rising rents, skyrocketing ingredient costs, and regulations from local, state and federal agencies.  There have been lean times and prosperous times.  But there have been constants as well.  I am still using my grandfather’s copper kettles, my dad’s stove, as well as his Hobart 20qt mixer (both purchased new in 1946).

Most of the recipes we use today are either my dad’s or my grandfather’s.  When possible, recipes have been improved upon (we can afford exotic ingredients-macadamia nuts, shellled pistachios, pecans, even Himalayan Pink Sea Salt).

I look forward to a sweet future for us and all members of the JoMart Family-that means YOU!

Peace + Chocolate

Michael

March 27th, 2010
Posted in News

Of all the chocolate holidays, Easter is my favorite.  Here’s why; certain holidays have gotten too big, too crazy and filled with too many obligations. That’s what happens when adults get involved, they just can’t keep it simple.

But Easter, that is still a holiday for children. Even if the child happens to be 60, they still want their chocolate bunny, or jelly beans, or peeps or basket.  I have customers in their 80’s and beyond that come in Easter time, and they still buy the same item for their children.  Whenever they try and change the selection, the children want what they always had. I think it’s great.  A holiday where the children maintain the rules.  I wonder how Congress would run, if they let their kids run it, hmmmm… But I digress.

This Easter are offerings are as large as ever.

We have solid chocolate bunnies -10 different sizes and styles

We have hollow chocolate bunnies- 50 different sizes and styles

We have hand-painted chocolate bunnies-as pictured above on the left-over a dozen choices and counting

We have open and closed hand decorated chocolate eggs-10 choices

We have hand decorated solid and hollow crosses-4 choices

And if that’s not enough, there are: baskets, jelly beans, marshmallow peeps, our own marshmallow eggs, lollypops, lollypops, more lollypops, spiced jelly beans, individual flavor jelly beans, chocolate foiled eggs and more…

We are open daily through and including Easter Sunday.

March 20th, 2010
Posted in News

I hate forwarded emails, especially when you can have to scroll through all the previous forwards and comments.  But when my mom sends me an email, be it a forward or a stock tip, I read it.

Today she sent me a forward that her cousin Ehrla sent her. Although I have seen versions of this before, it is worth 2 minutes of your life to take a quick read;

March 17th, 2010
Posted in News

My mom (Esther) is a powerhouse. Although she is currently 4′10″ (she used to be 5′6″, but that’s another story) she is the funniest, fearless person I know. Just today she told a recurrent caller who had to keep adding to her order, that she would kill her (probably with kindness) if she called one more time. The fact that the caller worked for a Senator did not phase Mom at all.

My mom has been a fixture at JoMart since-forever. She has seen them all, mayor’s, celebs, the rich, the poor, the famous, you get the picture. Talk to her nice, you can have the world, be rude-you might as well leave now before things get ugly.

When mom starts telling stories, I pity you if your bladder is full-not for long. Some people tell jokes about non-existent people, my mom has real stories, that are hysterical.

There is a serious side as well. At 84 she can still put in a very physical day of work. Be it taking phone orders, taking care of customers, helping co-workers or talking to me or Debbi, she is always on. There is (thankfully) no off switch. She is the ultimate people person.

Although my dad-Martin started JoMart in 1946, his marriage to my mom in 1950 was the key to his (and our) success.

February 11th, 2010
Posted in News

Charlie Brooker in the London Guardian scathingly labeled “American chocolate as nothing short of  revolting”.  To be fair his comments relate to the Kraft takeover of the UK’s beloved Cadbury. When Brooker describes a Hershey bar by saying, ” I was plunged mouthwards into an entire universe of yuck”.  He goes on to describe the taste as cardboard like but with a nastier texture “as though this was a chocolate bar that had been found in the pocked of a Civil War soldier and preserved specifically for my disenchantment”

Poor Charlie, he must have forgot that the UK held up the formation of the European Union over the definition of chocolate.  You see, America only allows something to be called chocolate if it is made solely from cacao-chocolate liquor, cocoa butter and sugar-that is it. In the UK they allow the addition of cheaper, vegetable oil, to cut costs.  When the EU was formed, most of Europe wanted the definition of  chocolate to exclude vegetable oil.  But the gourmands in Great Britain wouldn’t have it.  So now, yes, in the EU you are allowed to add up to 5% vegetable oil to your “chocolate”.  So Charlie perhaps there is good news afoot, maybe the quality of your beloved Cadbury will actually get better!

So, why does America have such a bad rep when it comes to chocolate?  I have my thoughts, but I welcome yours.

December 14th, 2009
Posted in News

We have many customers who only grace our doors (fax machine, website or call in their orders) only around a holiday. Rather than ordering an assortment of our chocolates, they order their favorites.

This year I see a theme-simple pleasures.  Whether it’s almond bark, continental truffles or drizzled pretzles- the tastes are straightforward.  I always  get requests for flavors out of the ordinary-jasmine-ginger; rosewater-lemongrass; sesame-chipotle.  Not this year, not even close.

It’s as if the current mood in the country-or just at JoMart-K.I.S.S- keep it simple stupid- hmmm, if only our politicians owned chocolate shops.

November 29th, 2009
Posted in News

This story was told to me by a customer yesterday.
Her nephew was given chocolate from JoMart about 2 years ago-when he was 2 years old. Since then, JoMart is the only chocolate he will eat.
Last weekend his parents took him to a “pumpkin launching” in Suffolk County. The details were sketchy, but apparently he won. His prize was chocolate. He was put in front of a microphone to accept his prize. He started to ask questions, is it from Brooklyn?, is it JoMart? Since the mic was close to him, his questions were not immediately understood. His parents knew what he was asking, they had to break the news to him-not JoMart.
In the end-he declined the gift.
True story, but there is definitely a moral. Give children the best and they will accept nothing but, start them off with junk food, you know what happens next.

Happy and Healthy Thanksgiving to one and all…Michael

November 16th, 2009
Posted in News

By now, unless you are living in a cave (without wi-fi) you have all seen chocolate bars touting their darkness. It is no longer unusual to see chocolate bars proclaiming 70%, 72&, 75% 80%, 91% and more.  The numbers are confusing at best and disingenuous at worst.

Let’s try and simplify the numbers game. There are 3 basic ingredients in dark chocolate-chocolate liquor (aka cacao paste, cocoa mass), cocoa butter and sugar. The 2 minor players in the dark drama are pure vanilla (or artificial vanillin) and soy lecithin-an emulsifier. The 3 stars make up 99% of the total weight and the 2 co-stars add the final 1%.

In our store I use couverature that is 68%, 70%, 72% and a new organic that is 74%.  The flavors range from rich to floral to acetic and very complex.  Do the numbers provide a guide, not really, do they indicate an increase in bitterness, sometimes yes other times, not so much. The number reliably only indicates 1 thing-drumroll please……………….sugar content.  Quite simply start with 99% and subtract the cacao (cocoa) content and you are left with the percentage of sugar (99-70, 99-68 etc)

A certain percentage of chocolate liquor is actually cocoa butter, then more cocoa butter may be added to the mixture, this make the cocoa content percentage higher without contributing much to flavor.

The next time you taste a high cocoa content bar and it doesn’t taste  as bittersweet or complex  as you expect- it’s not you, it’s the bar.  Trust your own good taste  and only only only buy what you like. Use the stated cacao (cocoa) content as a rough guide.

A little hint: to get the full flavors out of a piece of chocolate, eat it as room temperature, try to soften it a bit before putting it in your mouth and then, relax, let it slowly melt and enjoy.

November 4th, 2009
Posted in News

I can’t help it, I always think about chocolate.  Lately a lot of discussion has been taking place during my Chocolate Workshops.  I usually spend some time talking about where cacao trees grow. In case some of you do not know, cacao trees grow within 20 degress North or South of the Equator.  Although Latin America used to be the world leader in cacao production, for the past 100 years Africa has had that distinction.  Most African cacao is produced in Ghana and Cote D’Ivoire (AKA The Ivory Coast).  Most people have a sense of where chocolate comes from but every so often, a workshop participant is amazed to find out that NO CACAO IS GROWN IN EUROPE.  They just don’t know that cacao is a tropical tree.  Once I start talking about places like Madagascar, The Solomon Islands, Papua New Guinea and Indonesia, their heads are spinning.  So consider this, now that single origin chocolates are becoming commonplace, why not use them as a teaching tool?

I am sure there are fascinating things to teach about Cameroon. But what could be more engaging than starting the discussion with a taste of chocolate from Carmeroon?

Schools teach us about Christopher Columbus’ accidental discovery of North America. Old Chris came upon cacao bean in Guanaja-he referred to them curious almonds.

Cortez plundered the Aztecs looking for gold.  Instead he made it back to Spain with a far greater treasure-cacao.  Which Spain kept as a state secret of over 100 years.

Are you feeling smarter yet?

Teachers, educators listen up, steal this idea from me. No royalties wanted, just a thank you will do just fine, OK once in a while order a chocolate bar.

September 30th, 2009
Posted in News

During the summer I try to think about work, but it is just too hard to take work seriously during the summer. Now that gardening, sitting in traffic, grilling,and extra days off are coming to an end, it’s time to get back to work.

Our first new item for the season is a sour cherry fudge truffle, topped with a (dried) sour cherry. The item is so new, there are no pictures and the item is not yet available on the website.

I am pleased to let everyone know that our chocolates bars will soon be available at Orwasher’s Bakery. Orwashers is located at 308 East 78th Street (between 1st and 2nd Avenue) The phone number is 212-288-6569.

The season started off on a high note, the show that we filmed for PBS with Mike Colameco was broadcast last week.  The response was terrific, thank you PBS, thank you PBS viewers.

If you find yourself in Marine Park, stop in and say Hi.

Peace.

Michael