Free Standard shipping on orders $75 and above every day!


TCHO New American Chocolate

Chocolate gives a better buzz than kissing?

With Valentine’s Day fast approaching, I thought this research (cited by the BBC) might be relevant…

Turns out, chocolate gives you more of a buzz than kissing! Sounds like a fun one to test.


Chocolate ‘better than kissing’

When it comes to tongues, melting chocolate is better than a passionate kiss, scientists have found. Couples in their 20s had their heart rates and brains monitored whilst they first melted chocolate in their mouths and then kissed.

Chocolate caused a more intense and longer lasting “buzz” than kissing, and doubled volunteers’ heart rates. The research was carried out by Dr David Lewis, formerly of the University of Sussex, and now of the Mind Lab. Experts, concerned at growing levels of obesity throughout the developed world, warn that chocolate should only be consumed in moderation.

Dr Lewis said: “There is no doubt that chocolate beats kissing hands down when it comes to providing a long-lasting body and brain buzz. A buzz that, in many cases, lasted four times as long as the most passionate kiss.” He said substances in chocolate were already known to have a psychoactive effect, but that allowing it to melt on your tongue could be the secret to maximising the buzz.

The volunteers, all aged in their 20s, had electrodes attached to their scalps and wore heart monitors during the two tests. The researchers compared their resting heart rates with those during the chocolate and kissing tests.

Longer lasting effects
Although kissing set the heart pounding, the effect did not last as long as that seen with the chocolate, which increased heart rates from a resting rate of about 60 beats per minute to 140. The study also found that as the chocolate started melting, all regions of the brain received a boost far more intense and longer lasting than the excitement seen with kissing.

Although women are generally thought to be bigger fans of chocolate than men, the research found the same reactions to chocolate in both sexes. Dr Lewis said: “These results really surprised and intrigued us. While we fully expected chocolate- especially dark chocolate – to increase heart rates due to the fact it contains some highly stimulating substances, both the length of this increase together with the powerful effects it had on the mind were something none of us had anticipated.”

Psychologist Sue Wright said: “Chocolate contains phenylethylamine which can raise levels of endorphins, the pleasure-giving substances, in the brain. It also contains caffeine which has a stimulatory effect on the brain. This would explain why chocolate can give people a buzz, and why people can become addicted to it.”

The research used a new 60% cocoa dark chocolate from Cadbury, and a spokeswoman for the chocolate makers said: “You’d think people would be shy about kissing in a laboratory, but that wasn’t the case at all. We’re not talking about a quick peck here.”

The Mind Lab is funded by members of the food industry, although no firm can be linked to any individual study.


Theobromine in chocolate suppresses coughing

Next time you’re coughing, remember your chocolate! Turns out, the theobromine in chocolate suppresses vagus nerve activity, which is responsible for causing coughing. And it works better than codeine!

The BBC article and the research it cites below are from several years ago, but since it’s cold/flu season, I thought it would be relevant right about now.

Chocolate could be cough medicine

Better than pills or potions?

An ingredient of chocolate could put a stop to persistent coughs and lead to new, more effective cough medicines, research suggests.

Scientists found the key ingredient, theobromine, is nearly a third more effective in stopping persistent coughs than the leading medicine codeine.

They say it produces fewer side effects than conventional treatment – and would not leave people drowsy.

The research, led by Imperial College London, is published in FASEB journal.

This discovery could be a huge step forward in treating this problem.

Professor Peter Barnes
Researcher Professor Peter Barnes said: “Coughing is a medical condition which affects most people at some point in their lives, and yet no effective treatment exists.

“While persistent coughing is not necessarily harmful it can have a major impact on quality of life, and this discovery could be a huge step forward in treating this problem.”

The researchers gave 10 healthy volunteers theobromine, a placebo or codeine at different times.

They then exposed the volunteers to capsaicin, a substance used in clinical research to cause coughing.

The concentration of capsaicin required to produce a cough in those people given theobromine was around one third higher when compared with the group receiving a placebo.

When the group received codeine they needed only marginally higher levels of capsaicin to produce coughing, compared with the placebo.

Nerve activity
Theobromine works by suppressing vagus nerve activity, which is responsible for causing coughing.

The team also discovered that unlike standard cough treatments, theobromine caused no adverse effects on either the cardiovascular or central nervous systems.

Professor Maria Belvisi, who also worked on the study, said: “Not only did theobromine prove more effective than codeine, at the doses used it was found to have none of the side effects.

“Normally the effectiveness of any treatment is limited by the dosage you can give someone.

“With theobromine having no demonstrated side effects in this study it may be possible to give far bigger doses, further increasing its effectiveness.

“At the same time, theobromine may not have any of the side effects such as drowsiness. This means there will be no restrictions on when it can be taken.

“For example, people using heavy machinery or who are driving should not take codeine, but they could take theobromine.”

Encouraging results
Dame Helena Shovelton, chief executive of the British Lung Foundation said: “The results of this research sound very promising.

“Persistant coughing often affects lung disease patients so this could be a progressive step in terms of treating it. Also, it is encouraging to find no adverse effects.

“We would like to see more research done to fully understand the potential of these findings and would advise patients to speak to their GP before changing their medication or treating their cough with chocolate!”

Dr Richard Russell, of the British Thoracic Society, said: “Over-the-counter sales for acute cough medicines currently reach approximately £100m a year in the UK – money that is being spent on remedies, where there is no evidence that they work.

“The number of people with undiagnosed chronic cough is increasing in this country – and more effective treatments are needed.

“The condition can be really distressing and so I hope this research provides a clue for future treatments.”


TCHO now in Starbucks (and a whole bunch of other great news)

Yesterday was a big day for our chocolate company! I think Louis summed it up well in the email he sent out yesterday afternoon (and, yes, the day ended with a little team celebration):

(make sure to play the audio below while you read!):
Today is an auspicious day in TCHO’s history. We’ve sacrificed, worked insanely hard, suffered the despair of Start Up Land — but today, it’s time to savor some of the exhilaration:

1. We are in 5,500 Starbucks across the country. For perspective, before today, we were in about 300 outlets.
2. We are in Martha Stewart Living’s (2M circ) February issue, which mailed to subscribers today. This is what Martha had to say about TCHO: “In our blind chocolate taste test, TCHO was the hands down star.”
3. We are in the February issue of Travel & Leisure (950K)
4. We are a feature story in United Airlines Hemispheres magazine(4.5M)
5. We are a feature story in AirTrans Go magazine (2M)
6. We are in Wired UK and Wired Italia (200K circ)
7. The AIB audit is done — this is the toughest, most meaningful certification for the factory–and we passed with flying colors; given a “superior” rating
8. The Fancy Food Show is upon us, and our party is looking to be oversubscribed.

Are we excited yet? Can you feel the momentum?

Let’s lift a glass at 4:30!



Happy Trails

Our co-founder, Timothy Childs, is leaving. Timothy’s contributions to TCHO are manifold, including our signature flavors, our Flavor Wheel and flavor taxonomy, and our TCHOSource program, developed with Director of Sourcing John Kehoe. For four years, Timothy has worked tirelessly to build TCHO in the face of long odds, and is now ready to take a well-deserved break. He leaves behind a killer team, deep sourcing, and a company committed to excellence and innovation in everything we do. A major shareholder, Timothy remains dedicated to TCHO’s success. All of us here at TCHO thank him for the hard work and soul he invested in our company, congratulate him on his accomplishments, and wish him the

very best on his next entrepreneurial adventures.


Cocoa can decrease blood pressure….

Cocoa Can Decrease Blood Pressure, Study Shows
Jody A. Charnow January 05, 2010

Cocoa products such as dark chocolate and cocoa-containing beverages can lower blood pressure, a recent meta-analysis confirms.

Steffen Desch, MD, of the University of Leipzig-Heart Center in Leipzig, German, and colleagues analyzed data from 10 randomized controlled trials that included a total of 297 subjects. The study populations were either healthy adults with normal blood pressure or patients with prehypertension or stage 1 hypertension. Treatment duration ranged from two to 18 weeks.

Across all trials, consumption of cocoa products was associated with a mean 4.5 mm Hg decrease in systolic pressure and a mean 2.5 mm Hg decrease in diastolic pressure, the researchers reported in the American Journal of Hypertension (2010;23:97-103).

The new meta-analysis builds on epidemiologic evidence showing an antihypertensive effect of cocoa-containing food. For example, in a study of 470 elderly men in The Netherlands, those in the highest tertile of cocoa intake had mean systolic and diastolic pressures that were 3.7 and 2.1 mm Hg lower, respectively, compared with men in the lowest tertile, according to a report in Archives of Internal Medicine (2006;166:411-417). They also had significantly decreased 15-year cardiovascular and all-cause mortality.


What chocolate really tastes like

So we have a marketing issue. We’ve innovated a new taxonomy for tasting chocolate, because the current “dark” or “percentage cacao” or “terroir/genetics” models seem insufficient to connecting consumers to the flavor the bar they are tasting. We created a flavor wheel to represent this taxonomy. And we designate our bars by the inherent flavor of the cacao we are using. Indeed, we use this taxonomy to source our beans, to create our formulations, to roast, and to refine, so that at the end, our chocolate is the purest expression of those flavors we can make.

The challenge comes in how to convey what we are doing to consumers. Some completely get it, like the Wallpaper guys at the NY Chocolate show last year, who wrote:

The biggest hit [of The New York Chocolate Show] to our minds was the San Francisco-based company Tcho, who cut a clear swath through the sometime mystery of single-origin (it takes a while to immediately recognize Madagascar) with a flavor-profile approach, offering the choice of nutty, fruity, chocolatey, and citrusy. It sounds simple, but it absolutely works, and after the exhaustion of tasting so many different bars and truffles and types, was the perfect – and perfectly packaged – close.

Still, we’re hearing anecdotally that some aren’t buying our “Nutty” bars because they’re allergic to nuts, or that they’re disappointed that there aren’t any raisins in our “Fruity.”

That, of course, led to some spirited discussion around here about how to clear up the confusion. One response is to change the language on the packaging. Now it’s going to read:

What Chocolate Really Tastes Like.
TCHO chocolates are the pure
flavors of cacao. There are no nuts
in our “Nutty,” nor fruit in “Fruity.”
As with wine, what you taste is
precisely, and only, what’s in the
fruit itself. Because we believe
that flavor – not vague terms
like “dark,” “% cacao,” or “origin” –
is the real key to savoring chocolate.

Then we started to think – if we had some marketing money to spend, what kind of a campaign would we create to get this message out? With a tip of our hat to Steve Jobs and his Think Different campaign that appropriated all the heros of the 20th century to help Apple when it really needed it, herewith . . .


Remark (1)


Michael Penland:

Hi Louis and team,

It wasn’t until I read the new flavor blurb on the back of the bar I got at the TCHO holiday jam that I really believed all I was tasting was chocolate.  I was totally convinced that there was actual citrus in the citrus, nuts in the nutty, etc, but was pleasantly surprised (and now infatuated with) the purity of the flavor profiles.

You’re right, this is a tricky market differentiation issue, especially with so many additive chocolate bars out there. Educating consumers will take time, but there may be an some simple solutions in the interim.

While the blurb helps, you should consider -if only for a time- adding a term like “varietal” to the bar name to emphasis the distinction, e.g., Dark Chocolate “Fruity Varietal”.  This would help clarify that “Fruity” is describing the cacao and not any additives, while also reinforcing the similarities to the wine industry.

PS – Great meeting you at the holiday jam; I’m glad we got the music going 😉
Take care.


Chocolate protects against cardiac mortality following myocardial infarction

Heart disease is the leading cause of death in the USA. More than 26 million non-institutionalized adults are diagnosed with heart disease. Over 1.25 million Americans suffer a heart attack each year…

Chocolate Is Associated with Lower Mortality Following First Myocardial Infarction [MI]

Amount of chocolate consumption was related inversely to cardiac-related mortality during an 8-year follow-up
Several studies have suggested that chocolate, perhaps in a process mediated by its antioxidant content, protects the heart (JW Gen Med Jul 10 2007 and JW Gen Med Sep 23 2003). A Swedish team identified 1169 nondiabetic patients who were hospitalized with initial nonfatal myocardial infarctions. Detailed food histories for the preceding 12 months were completed by 86% of patients; participants were followed for an additional 8 years.

Compared with patients who never ate chocolate, those who ate chocolate less than once monthly suffered 27% less cardiac-related mortality (after multivariate adjustments); risk was 44% lower for weekly chocolate eaters and 66% lower for those who ate chocolate two or more times weekly. Nonfatal adverse cardiac events, strokes, and total mortality, however, were not related clearly to chocolate consumption. Consuming other sweets (e.g., cookies, cakes, ice cream) had no relation to cardiac mortality.

Comment: The strengths of this study are its size and long-term follow-up. The main weakness is that chocolate consumption was assessed only once, during hospitalization for initial MIs, and not during follow-up.

To me, the most interesting result of the study is that chocolate strongly protected against cardiac mortality but not against adverse cardiac events. The same finding has been reported for ω-3 fatty acid supplements, which suggests that the primary beneficial effect of both chocolate and ω-3 fatty acid supplements is in suppressing arrhythmias. 

— Anthony L. Komaroff, MD 

Published in Journal Watch General Medicine September 3, 2009

Janszky I et al. Chocolate consumption and mortality following a first acute myocardial infarction: The Stockholm Heart Epidemiology Program. J Intern Med 2009 Sep; 266:248.[Medline® Abstract]

Copyright © 2009. Massachusetts Medical Society. All rights reserved.


Dark chocolate could be stress buster

more great news for us chocolate lovers…

Dark chocolate could be stress buster
By Jane Byrne , 16-Nov-2009
Related topics: The Big Picture

Daily consumption of 40 grams of dark chocolate for two weeks can reduce stress and benefit metabolism and microbial activity in the gut, claims scientists based at the Nestle Research Centre.

In a study published in Journal of Proteome Research the Lausanne based researchers said their results show that eating dark chocolate daily reduced stress hormone levels in those who had high anxiety levels.

The authors maintain that there is growing pool of evidence pointing to the potential health implications of dark chocolate constituents, with the flavonoids in cocoa linked to better cardiovascular health through the maintenance of low blood pressure, improved endothelial function, and a reduction in thrombotic, oxidative and inflammatory states.

However, they claim that the mechanisms of action of chocolate bioactive components at the molecular levels are poorly understood, particularly in the case for benefits related to brain health and improvement of stress states where only symptomatic data, such as brain blood flow, are available

The researchers said that, in order to evaluate the metabolic changes associated with dark chocolate consumption they looked at the effects of eating 40 grams of dark chocolate every day for two weeks on blood and urine measures of stress in 30 healthy adults.

They explained that they used nuclear magnetic resonance (NMR) spectroscopy and mass spectrometry (MS) to study changes in metabolism, and that the subjects completed psychological questionnaires, to enable them to be grouped into low and high anxiety traits.

Half of the chocolate was eaten mid-morning and the other half was eaten mid-afternoon, according to the study.

The authors stated that they took urine and blood plasma samples from the participants at the beginning, halfway through, and at the end of the two week study.

The researchers said the results show that they were lower levels of stress hormones in the samples at the end.

“Dark chocolate reduced the urinary excretion of the stress hormone cortisol and catecholamines,” they reported.

The authors conclude that subjects with higher anxiety trait had a distinct metabolic profile, and that this profile was indicative of a different energy homeostasis, hormone metabolism, and gut microbe activity, and that dark chocolate also partially normalized stress-related differences in energy metabolism and gut microbial activities.

Source: Journal of Proteome Research

Published online ahead of print: DOI: 10.1021/pr900607v

Title: Metabolic Effects of Dark Chocolate Consumption on Energy, Gut Microbiota, and Stress-Related Metabolism in Free-Living Subjects

Authors: S. Kochhar et al


Flavor Lab #3

Last week we shipped our 3rd FlavorLab! This time to Peru. The shipment comprised of six boxes, 109 kg of TCHOSource technology innovation and commitment.

Our FlavorLabs are key component in our highly cost-effective program to make lab-scale chocolate making accessible to those who hadn’t had access to it before. The FlavorLab is our way of empowering our producer partners by putting them “in-the-loop” by enabling producers to make the connection of how changes and variations in post-harvest processing can greatly affect quality and flavor.

TCHO FlavorLabs have the same basic configuration we use everyday at Pier 17 to conduct both physical (levels of fermentation, bean size and count, etc) and sensory analysis (taste, acidity, bitterness, flavor, etc) of the beans. This tool allows our cooperative partners to better understand the true value and potential of their cacao: quality and flavor.

We are seeing success quicker than we had anticipated. The partners of our first very first FlavorLab already have shown a big win. Before their FlavorLab, their cacao did not even place in the annual national cacao contest based on liquor flavor, at which we were judges. Six months after our installing of a FlavorLab, they placed 3rd in the country!

This particular FlavorLab installation is super exciting for a number of reasons.

The FlavorLab component of the TCHOSource program is showing that it is “scalable”—or able to readily grow in size. Rather than our traveling down with the lab to do the set up and training, now our infield technical partner (and TCHO BeanTeam rock star) Aldo is doing the installation and training at the next Coop. This is very encouraging; the people we’ve trained are training others and we are keeping costs down at the same time. A truly scalable model. Way to go Aldo!

Building the FlavorLabs requires good coordination and teamwork. TCHOSource receives great support from our engineering team and from our founder, Timothy Childs, whose vision and scrappy approach made FlavorLabs possible. They customize a number of the off-the-shelf components as well as the fabrication our internet-enabled custom temperature control boxes (TCHO NetNode) that allows us to maintain a steady and repeatable temperature range during roasting, refining and conching. Thanks, Matt and Robert! Also hats off to Jeremy and Pete in our shipping department that got everything out the door during our busiest holiday season yet. And last but hardly least, huge props to our TCHOSource Program Manager and sustainability Super Star, Ann Cleaveland, for pulling this all together.

Perhaps the most exciting aspect is that our concept of making high quality liquor through good roasting, conching and tempering for proper sensory analysis is beginning to catch on. We hope our “open source” model for improving quality of cacao will become a standard, allowing cooperatives to get better prices, which can in turn drive interest in productivity, leading to real economic sustainability. TCHOSource in action – improving quality, changing lives!


Remembering HotWired

This is a picture of my desk at TCHO.

Notice the HotWired mousepad that the tormented saint Carl Steadman gave me. Carl was the co-creator with Joey Anuff of Suck, the first blog ever, and for years the arbiter of the Web. Suck was born at HotWiredHotWired was the first website that combined original content (as in, not repurposed) and Fortune 500 advertising. It did it 15 years ago last week. I and about 20 other intrepid souls were in the room in the Wired building in SOMA when Brian Behlendorf flipped the metaphorical switch to make us visible to the Net, the first click arrived, and we served our first page.

It’s hard to imagine now what life was like just before we served that first page. As we stood there, we were wondering exactly what would happen next. Because until then, the Internet was ferociously anti-commercial. Mosaic, the first Web browser, had only been released the year before. There was no such thing as Web media with original content. There were no Fortune 500 ads on the Web. Indeed, “www” meant precisely nothing to the vast majority of the planet. What was running through our minds was: would the Internet throw up on us, shun us, make us outcasts, kill our baby – and maybe take downWired with it?

The whole HotWired project was a huge leap of faith. When we launched Wired 21 months before in January 1993, we carried not one word about the World Wide Web. That happened in the second issue, two months later, when John Browning wrote a small piece about Tim Berners-Lee’s invention at CERN in Switzerland. Wiredwas on the Net from the beginning, serving pages via FTP. Then we created a presence on AOL, but that was truly an unhappy experience, since all site maintenance had to be done by AOL, and putting stuff up took days if not weeks.

We were finally inspired to think about moving to the Web by the rude shock of waking up one fine morning, in the Fall of 1993, to discover that all our issues were suddenly available on the Web – thanks, it turned out, to a couple of young engineers in Singapore. That was about the time we ran a cover story by William Gibson about Singapore called “Disneyland with the Death Penalty.” Turned out the engineers had wanted people to have access to our material, even if the government had banned our issue, so they had sucked down the content that had been available via FTP and put it on the Web. We purchased the site back from them, then let it lie fallow.

That didn’t end our interest in the Web, however. We put Vice President and CTO Andrew Anker in charge of creating a business plan for our own website, dubbed HotWiredHotWired was amibitious: we didn’t want to put Wired on the Web, we wanted to make content specifically for the Web, that took advantage of the new medium.

Meanwhile, Jane and I had been continually raising money since 1991 to fund Wired. At the end of beginning of 1994, the year after our launch, we finally secured a $3.5M investment from Condé Nast, and were thrilled that we could finally stop raising money and turn our undivided attention to building our business.

One of the conditions of the investment, that we had insisted on, was that Condé Nast would not have control of Wired. And Condé Nast was okay with that because they had studied our business plan and had figured that we couldn’t possibly accomplish the publishing program we had outlined, and would have to come back to them for more money, at which point they would then get control.

The funds clicked up in our account in January. In February, we won the National Magazine Award. In March, we began direct mail to grow circulation, dropping a million dollars on our first mailings. And then in April, we approved Andrew’s HotWired business plan – earmarking money from the Condé Nast investment. HotWired had not figured anywhere in Wired‘s original business plan. Condé Nast had not been told about the HotWired project until after we launched it. They certainly didn’t approve it.

Even internally, people were skeptical – our first business wasn’t profitable yet and here we were starting another? In effect, we were taking the money that Condé Nast had given us for growing Wiredcirculation and investing it a completely unknown, untried, potentially dangerous project to invent Web media.

The 20+/- person HotWired team set up shop in loft space at Third and Brannon in what was to become the center of the Web universe, South of Market, San Francisco. We then beavered away round the clock, drawing on a diverse collection of talents to shape our offering. We met with advertisers to convince them to take a flyer on what we promised would be the future of media. In the end, we actually secured a dozen big advertisers.

Since we didn’t have the capacity to also produce the ads, we handed that off to Jonathan Nelson at his fledgling (soon to become Web powerhouse) Organic. I still remember sitting next to art directorBarbara Kuhr fiddling with the dimensions of what would later become the first, hated but essential “banner ad.”

The target launch date came and went, despite my urgings that “Media was software that shipped on time.” Pressure mounted as Jane watched the costs increase. People at Wired not involved in the project became even more skeptical. The new launch date slipped to the end September. And then finally to October. Would we make that date? And how could we have justified ever taking our Condé Nast nestegg and placing it all on the turn of the roulette wheel calledHotWired?

Reminded me of the scene in Lost in America where David (Albert Brooks) is appalled that his wife Linda (Julie Haggerty) had just gambled away their nest egg in Las Vegas:

David: Maybe I didn’t explain the nest egg to you. If you had understood … You know it’s a very sacred thing, the nest egg, and if you had understood the Nest Egg Principle, as we will now call it in the first of many lectures that you will get, because if we are ever to acquire another nest egg, we both have to understand what it means. The nest egg is a protector, like a god, and we sit under the nest egg and we are protected by it. Without it, no protection. Want me to go on? It pours rain. Hey! The rain hits the egg and pours off the side. Without the egg? Wet. It’s over. But you didn’t understand it and that’s why we’re where we are.

Linda: I understood the nest egg …

David: Please do me a favor. Don’t use the word. You may not use that word. It is off-limits to you. Only those in this house that understand the nest egg may use it. And don’t use any part of it either. Don’t use “nest.” Don’t use “egg.” You’re out in the forest, you can point – the bird lives in a round stick. And … and … you have things over easy with toast.

Building a business is never easy. Everyone who does it faces enormous threats — financial, commercial, physical, human, emotional, existential even. The end is always near, success is always subjective, and the feeling of accomplishment always fleeting, as the next, life-threatening challenge looms. Finally, the 20 of us were huddled around Brian’s screen, months of night and day work had come down to this moment – then the first hit on our server arrived, we served our first page, and sheer relief, then exhilaration swept the room, before we realized that, holy shit, we’d have to do this insane effort every day until the end of time.

Fifteen years later we can appreciate the dimensions of what was unleashed that October day. HotWired took off like a rocket. For the first six months, we had more than fifty percent of all web advertising. By 1995, HotWired had more employees than Wired. Even by 1996, our revenues were larger than our nearest rivals Yahoo, Excite, and Infoseek.

This was HotWired’s office; there are 125 Web pioneers in this picture:

And pioneers they were. I never thought we were inventing a new medium. The medium was born with all the genetic traits it would ever have – our job was to discover them, like Lewis and Clark didn’t invent the West, they discovered it. We didn’t know where we were going, all we knew was we had to explore every possibility. The room was a hive of energy and creation – as Gary Wolf put it, people felt they had permission to be bad.

By 1997, our search engine HotBot had been selected as the best of the Web by the computer books. That same year, headcount peaked at 170. By 1998, Wired Digital had more than $20M in revenue, and was cash flow positive. By 1999, Wired Digital had been absorbed by Lycos. And now, 15 years later, Wired Digital is once more part of the Wired brand, now owned by Condé Nast (and yes, they did end up with control, but that’s another story). Oh, and that banner ad we’d been fiddling with? – responsible for a $24B business, and counting, including killing newspapers and inspiring new forms of banner ads like this introduced by a German company:

All of this was brought to mind by an email from Andrew Anker last week inviting me and other HotWired alumni to a reunion drink at one of HotWired’s favorite watering holes in the day, Hotel Utah, to celebrate HotWired’s 15th birthday. Great seeing old friends, catching up, remembering that amazing time.

People sometimes ask me what’s the connection between Wired and TCHO? And sometimes I answer that maybe chocolate was always my destiny, and Wired as the detour. Recently I’ve been wondering whether I should reply that I was once involved in reinventing media, and now it’s chocolate. Or maybe I should just admit that spinning that roulette wheel and sharing the exhilaration and terror of business creation with twenty fearless souls is something I’m genetically incapable of resisting.

Happy Birthday, HotWired, and thank you, each and every one of the wonderful adventurers who were part of that amazing moment.


Page 7 of 10« First...56789...Last »