Start me up: Filipino-American Myey Moens explains how she markets her tableya chocolate around the world
After meeting my Belgian husband, Matthias, in Los Angeles, we travelled together for a year, then in 2018 we settled in his home city, Ghent. With a marketing background, my motivation was to continue being an independent entrepreneur despite the challenges of moving to a country where I didn’t know the people, language or systems.
Many people asked me: why launch a chocolate business in Belgium when it’s the chocolate capital of the world? Yes, my business is based in Belgium and our products are made here, but my market should not be limited to the geographical location. Our business, Theo & Brom, was launched on a crowdfunding platform: a pre-order campaign with a limited amount of stock, marketed through social media. This allowed us to raise funds to manufacture and fulfil orders without digging deep into our own pockets. Whenever we have a new product to test, we do the same system of starting a pre-order campaign, then manufacturing and fulfilling orders once we’ve reached our target.
For our Belgian tableya, based on a classic Filipino hot chocolate drink, we exclusively use a single-estate cacao blend from the Philippines. The beans have a distinct flavour profile of caramel, molasses and raisins; it works well for our tableya, which is mainly enjoyed as a drink and a bar.