Traveling the World through Chocolate
Written by Sylvia Small Friday, July 15 2011
Chocolatier Katrina Markoff studied chemistry and psychology at Vanderbilt University. Three days after her graduation, she boarded a plane for Paris to pursue her real passion, the culinary arts. She founded Vosges Haut-Chocolat in 1998 with the concept, "Travel the World through Chocolate." Depending on the season, the company employs 50 to 150 people.
Markoff uses chocolate to explore the many incredible cultures and artists of the world in an effort to encourage people to open their minds to new ideas. She fuses indigenous spices, roots, herbs, and liqueurs with premium chocolate in her decadent confections.
There are Vosges Haut-Chocolat boutiques in Chicago, New York, Las Vegas, and Beverly Hills (summer 2011).
Markoff earned Le Grande Diplome in Cuisine and Patisserie as well as a degree in Oenology (the study of wines) from Le Cordon Bleu. She is the recipient of numerous accolades, including the Bon Appetit Food Artisan of the Year Award. OPEN American Express and Entrepreneur Magazine selected her as their 2008 Woman Entrepreneur of the Year.
Womenetics: Do you still develop all the recipes? How many flavor combinations do you have?
Katrina Markoff: Yes, that's my thing. I've never counted; probably close to a couple of hundred.
Womenetics: From where did the inspiration come for your bacon and chocolate combination?
Markoff: When I was a little girl, my mother made chocolate chip pancakes and put bacon on the same plate. The maple syrup would run into the bacon. I liked the flavor combination of sweet, smoky, and savory.
In our New York store, we put maple syrup on chocolate pudding and added an edible bacon "spoon." Then I figured out how to achieve that taste in a bar form.
Womenetics: I've read that you credit your single entrepreneur mother for encouraging you to dream. Who are some of the other people who have impacted your life?
Markoff: So many along the way. The chef that I worked under at El Bulli in Spain told me to use my imagination and palette as a guide and to follow my own rules. When I returned from my trip around the world, I worked with my uncle, who had a mail order catalog business. I learned a lot from him about how to bring a product into the marketplace.
Womenetics: You were fairly young when you started your business. Did you have any problems securing financing?
Markoff: Since I didn't have money to use as collateral, no one was going to give me any money. I had a partner whose family had given her stock and some things to use as collateral. We were getting some good press, and people thought the concept was a good idea. But we didn't have the financial figures to support the business at that point.
Womenetics: Did the economic downturn affect your business? Or have you found that we all have our guilty pleasures?
Markoff: We didn't have the best years in 2008 and 2009, but we still grew by 3 percent to 5 percent every year. I took a hit, but it wasn't devastating. People still want affordable luxuries. They may not be able to buy a car or a big house, but they will splurge on some wine, chocolate, or lipstick.
Womenetics: Vosges Haut-Chocolat is a certified organic manufacturing facility and operates on 100-percent renewable energy. Why is the "green" aspect important to you?
Markoff: I guess I'm a nature girl. I grew up riding horses. I value nature and get a lot of healing from it. I really want to save the planet like everybody does.
I started eating organic food and got into recycling. I thought, “How can I live my personal life like that and not my business life?” 
Our company is really dedicated to making the appropriate buying decisions. It's important to live your walk through your work because it puts pressure on other people to do similar things. Although we're a small company, we can have a little bit of a voice. It's important to set an example.
Womenetics: Are there organizations that are close to your heart?
Markoff: We donate a percentage of our sales to V-Day to support their global movement to stop violence against women and girls. We've contributed more than $150,000. It feels good, and I'd like to get more involved with them.
We've also contributed more than $10,000 to Little Kids Rock. The organization believes that all children in public schools deserve music education.
Womenetics: What advice can you give others who might be thinking about starting a business?
Markoff: Don't be afraid to connect with people. Talk to them on the phone or meet with them in person.
Womenetics: Do you have any new projects in the works?
Markoff: We're doing this amazing project in Belize. It's a 3,000-acre ecotourism agro center. If you're interested in making chocolate or coffee, you'll be able to take a class for one to five days to learn the full scope of the process. We expect the grand opening to take place in February 2012.
Womenetics: Your husband is involved with your business. Do you want your 19-month-old son to follow in your footsteps?
Markoff: I want him to do what he wants to do, but he sure likes chocolate!
Womenetics: How do you manage the multiple roles in your life?
Markoff: To do all those things, you have to be really disciplined, and I'm not that disciplined. I'm fluid, creative, and go where the fire is, which is usually on the business side. It's important to have your own hobbies and interests that you do alone. I think it's really important for people to try to find time for themselves. That rejuvenates their whole spirit. They can then take that back into their relationships and work.
Womenetics: You've had the opportunity to experience many different countries. Do you have any favorites?
Markoff: That's hard to say. I love Thailand, France, and Italy. Hawaii is also a really amazing place, with its Polynesian culture. Our new store in Beverly Hills is inspired by Moroccan culture. I'd really love to visit Morocco.
Sylvia Small is a seasoned public relations professional and freelance writer. She lives with her husband, Tim, and their Australian cattle dog in metro Atlanta. She enjoys writing for a variety of media, including print and electronic. To learn more, go to www.SylviaSmall.com.
