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DETROIT
JEWISH NEWS
2/13
1998
130
Advertise in our Entertainment Section!
IT N
that quality chocolate comes only
from abroad," said Brenner. "That's
why all the printing on the boxes and
all our publicity are only in English."
Brenner has become known as a
savvy marketing and public-relations
man who brought the Max Brenner
name to the media forefront. But he
insists that the publicity came to
them.
Just a few weeks after they opened
and word got around that hand-made
chocolates had come to Israel, "all the
talk shows were calling us, the chil-
dren's programs wanted us to demon-
strate chocolate-making. We were
overwhelmed."
Brenner admits he is more interest-
ed in marketing and packaging his
product than in tinkering with recipes.
He is committed to the Chaudun tra-
dition (he flies to France to meet with
his "master" every month). Brenner
loves fashion and believes that choco-
late should not only taste good but be
stylish as well. His idol is designer
Jean-Paul Gaultier. Brenner's
store contains a homage
to Gaultier in the
form of his famous
bustiers sculpted in
chocolate. And he
aspires to market the
Max Brenner name in
chocolate the way world-
famous fashion designers parlay their
name into a range of products.
If Oded Brenner is attracted to the
art of chocolate-making, Ruthi
Melamed is more drawn to the science
of it. And while Brenner is living
large, Melamed — at least for now —
is happy thinking small. •
Her spotless modest shop, Ruthi's
Chocolates in Ramat Hasharon,
opened just half a year ago, is an
unobtrusive part of a largely residen-
tial neighborhood. Neat rows of
chocolate and truffles, dark chocolate,
white chocolate and cinnamon stand
in wait for customers, as well as
chocolate in the shape of small ani-
mals. She shuttles between the kitchen
and the counter, patiently explaining
the composition of each chocolate to
her customers. Keeping a personal
touch in her shop is important to her.
Unlike Brenner, Melamed followed
a careful course of study for three and
a half years, learning the principles of
temperatures, gradually moving into
making the most basic kinds of choco-
lates, such as chocolate-covered
almonds, and slowly moving into
more complicated chocolates with var-
ious layers of fillings. Her chocolate
"guru," as she calls him, is a Belgian
chef named Denief. Much of the sci-
ence of chocolate, she explains, has to
do with temperature. She points to a
machine in her kitchen that continu-
ously stirs a pool of chocolate.
"This is called 'tempering' - when
chocolate is raw." The chocolate she
uses, which is dull and rough looking,
is imported from Belgium. The
process of heating and cooling and
stirring is what makes it into the stiff,
shiny stuff we crave.
Melamed enjoys experimenting
with recipes and putting her own spe-
cial stamp on her product. She is par-
ticularly proud of her chocolate filled
with honey and a pine nut on top
(keeping the honey properly liquefied
is her own innovation) and her rose-
water-filled chocolates. She bridles at
the suggestion that she is riding on
Max Brenner's coattails.
"The idea of returning from
Belgium and having a chocolate shop
in Israel was my dream from the
beginning. The fact that Max
Brenner opened his place
a few years before I
returned was purely
coincidence."
She says her trim
figure belies her
weakness for the deli-
cacy she produces. "I'm
quite capable of going through a
whole box, no problem." Her philoso-
phy is that most things — but partic-
ularly chocolate — are fine in modera-
tion. "I have a theory that chocolate is
good for your soul. If you don't
indulge every day, but once in a while,
it is a good thing."
❑
InterPharm Gears
To Market Drug
Jerusalem (JPFS) — InterPharm, the
Rehovot-based subsidiary of Ares-
Serono, is to establish a second plant,
at an investment of $20 million, to
produce the ingredient for its multiple
sclerosis drug Rebif, company presi-
dent Alex Kotzer announced. The
drug has undergone extensive clinical
trials and will soon be marketed in
Europe
Kotzer said the decision to double
production is based on the estimate
that Rebif will capture a significant
market share in MS drugs
Rebif, made from recombinant
interferon-beta, has been shown to
reduce the advancement and severity
of the disease.
.
.