RTDM: Esa Weinreb
Esa Weinreb
Chocolate Maker
Charlotte, NC
We want to get to know you! Briefly tell us about yourself: Where you came from, where you’ve been and how you live your dream (or are working toward it).
My background as an Engineer and then an Interior Designer has always been methodical and creative, whether it is creating a beautiful interior space, an outdoor garden or in the kitchen, my instinctive curiosity and passion for understanding how things work, combined with my foodie family and love of good dark chocolate lead me to a path that keeps winding with twists and wonderful turns. My love for good quality chocolate developed at an early age as a child growing up in Europe. My French chef father created amazing food and desserts instilling fond memories of watching him work and being rewarded for my quiet observation with samples of his creations. Meals at home were cooked by my Sicilian mother, also a great cook, in a more rustic and less structured manner than the formal creations of my father. I grew up eating a broad spectrum of fantastic European and Mediterranean foods; what I didn’t realize at the time was that creating delicious food was part of my DNA. I moved to the USA when I was an adolescent, and was quickly introduced to the harsh reality of the American industrialization of food. Chocolate was no longer the rich, dark, earthy stimulating treat I’d become accustomed to in Europe as a child. Chocolate in the US was a very sweet, a waxy candy with no chocolate flavor. As I became an adult I would return from my travels to Italy and France with a suitcase full of high-quality European chocolate to be given as gifts and ration until the next trip abroad. Then one day it hit me; why don’t I try to make chocolate from scratch! So after several years of focused research and experimentation, The Underground Truffle was born in my kitchen. Two years ago we acquired a brick-and-mortar, commercial space, which I call, “The Lab”
How do you define success and how do you stay motivated to keep working toward it?
Success can be interpreted in many ways. Sharing what I love to do with others and putting a smile on their face when they try our chocolate keeps me motivated and happy.
What’s been your biggest challenge, perceived failure or fear and how did you overcome it?
My biggest challenge so far has been dealing with our current situation of this pandemic; Covid-19. Having to cancel our truffle making classes and Bean-To-Bar workshops due to social distancing and fear of contamination was a big blow to our business. I had to get creative and think outside the box. To do this I revamped my website by adding a shopping cart with a weekly menu and created products such as snacking chocolate, vegan and gluten free cookies as well as our normal chocolate bars. Local folks could order on-line and come by for curb-side pick-up three days per week. I even delivered free to our neighbors. Creating loyalty with our local community and an easy way for them to purchase our products is what saved us.
What’s the best advice you’d give to a younger you?
You can do anything you set your mind to!
Share a book, quote and/or idea that’s impacted you the most:
“I create my personal abundance from an infinite source”. Deepak Chopra
