Beta5 Chocolates

When partners Adam Chandler and Jessica Rosinski chose an off-the-beaten-track location to open BETA5 Chocolates in October 2011, their decision was partly practical. They knew a new endeavour like this could have them working all hours, so a space near where they lived made sense. The fact that the storefront wasn’t a traditional retail space also meant they could keep costs low.

In addition to the practical considerations, Adam and Jessica felt felt there was a creative appeal in setting up in an unexpected location; a sort of "mystique" so to speak. They believed visitors would delight in hunting down the address to discover a hidden treasure.

The business partners applied a similar two-part strategy in developing their award-winning chocolates, cream puffs, ice cream sandwiches and other coveted treats. Adam, who serves as BETA5's pastry chef and chocolatier, explains: “I really connect with pastry from a scientific perspective in terms of the precision of what we do, but I really like the creative freedom that both chocolate and pastry provide.”

Science is also reflected in their name; the form-5 beta crystal is the most stable form of cocoa butter crystallization. The creativity component is on clear display in their seriously slick and irresistible marketing, which is spearheaded by Jessica.