Callebaut Truck

The chocolate roadshow will be touring Europe in 2022

Food wholesaler Birchall Foodservice has been chosen as a stop on the upcoming Callebaut chocolate roadshow.

The Burnley based company, which also has depots in Sheffield, Durham and Stoke on Trent, will host the event in May of this year.

The chocolate roadshow, which is touring across Europe, will provide an opportunity for chefs and artisans to attend cookery demonstrations and sample Callebaut products.

Martin Blades, UK national account manager for Callebaut said: “Birchalls have a fantastic depot and a great mix of customers, so it made sense to choose them as one of the stops for the roadshow. We’re looking forward to bringing the truck to the north-west and meeting some of the fantastic caterers they work with.”

Birchall will be inviting 50 chefs to attend the demonstrations on Wednesday 11 May, which will take place on a state-of-the-art truck, equipped with a kitchen and demonstration lounge.

In between sessions, attendees will be given the opportunity to have lunch with Birchall employees and other foodservice suppliers.

Joe Moulton, marketing manager at Birchalls said: “We’re really excited about hosting the Callebaut roadshow. We put on a lot of customer events at our depot every year, but the roadshow offers something completely different to anything we’ve done before. We can’t wait to see the artic roll up in our car park. It’ll be like seeing the Coca-Cola truck at Christmas.”

Registration for the event is now open, with caterers able to sign up by speaking to their business development manager.