The Academy of Chocolate appoints Amazing PR

Amazing PR has been brought in to handle the PR for non-profit organisation The Academy of Chocolate.

It has been briefed to help the Academy raise awareness of the importance of educating the consumer about the difference between fine chocolate and mass produced chocolate confectionery via workshops, seminars and a biannual conferences.

The Academy of Chocolate was founded in 2005 by five professionals in the chocolate industry who were united in the belief that eating fine chocolate is “one of life’s great pleasures”.

Academy members meet to taste, discuss, demonstrate and debate issues regarding sourcing, transparency and the journey of chocolate “from bean to bar”.

Amazing PR will also promote the eighth Academy of Chocolate Awards which recognise key individuals in the industry as well as successful products. Entries are now open until 29 March.

For the first time this year, the best of the Gold winners for each category will be showcased and sold at Oxford Street department store Selfridges.