Small Business: The Underground Truffle brings farm-to-bar chocolates
When friends told Esa Weinreb that her chocolates were so delicious that she should be doing it for a living, she listened to them. The Underground Truffle opened in December 2015 selling chocolate bars and truffles using vegan ingredients such as figs and dates grown in her own backyard.
Weinreb, 60, takes great care in choosing the ingredients she uses to make her chocolates.
“My philosophy is to bring to the market really healthy, organic and fair-traded cacao,” she said.
In early February, Weinreb traveled to Costa Rica to meet the farmers who will grow the cacao beans to make her truffles.
The Underground Truffle also offers vegan, gluten-free and dairy free options such as cheesecake and brownie cakes. Look for Weinreb’s goodies at Femme Fest on June 3 and Sustainable Saturdays Farmer’s Market behind Pure Pizza on Central Avenue starting July 1.
Weinreb answers questions for C5’s Small Business Series:
How did you get the start-up costs for your business?
“I started small, mainly selling our chocolates on Saturdays at the local farmer’s market in Plaza Midwood. I also participated in a few pop-up events around Charlotte and Waxhaw. In the beginning, my funding came from savings and my interior design business.
“There is not a lot of overhead, mainly ingredients, marketing materials and renting a certified kitchen in town. When I need help I have plenty of volunteers that will trade their time for chocolate!”
Running a small business often involves trial and error. What has that meant for you?
“Yes, it is trial and error. The farmer’s market is a great avenue for giving away samples and getting people’s reactions and feedback. At first, I was all over the place trying to please everyone with what they liked.
“I did a lot of experimentation, especially with the white chocolate. Part of my business model was to use only the best ingredients, organic and local when available, no dairy, no refined sugar and no gluten.
“Creating white chocolate without dairy or refined sugar became a challenge, but it took me into a new direction discovering ingredients that I didn’t even know existed. Inulin and powdered Lucuma became my sweeteners. These are great sugar substitutes with tons of health benefits.”
What business services do you delegate?
“I farm out web design and packaging design. At first, I was trying to do logo design and marketing material inserts. When the holidays hit and I had large orders to get out in time for Christmas, I got overwhelmed and had to hand that part over to a graphic designer.”
How could you improve the way you run your company?
“Once I get my company up to full speed, I would like to hire part-time help to assist with production. It takes time to wrap the chocolate bars and package them. I will have more time creating what I love doing best, making chocolate from scratch: from farm to bar.”
What is the best compliment you have received about The Underground Truffle?
“I will never forget this beautiful family visiting from California that came to the farmer’s market. They had just returned from SouthPark and had spent over $30 on chocolate. They sampled and then purchased our chocolate. The father said, ‘This chocolate is so good! Way better than what we had at the mall, and at half the cost.’ It put a smile on my face.”
Photos: Esa Weinreb, Gary Weinreb
Family history and my own fascination with people and their motivations prompted me to begin this series about Charlotte’s small business owners. Industry, situation and questions will vary. Have a suggestion for a small business owner or entrepreneur to interview? Email it to vanessainfanzon@gmail.com with the subject line “Small Business Series.”
This story was originally published May 25, 2017 at 10:00 PM with the headline "Small Business: The Underground Truffle brings farm-to-bar chocolates."