Italian Chocolate Royalty In Turin: Guido Gobino

Guido Gobino Tourinot Collection, bite-size version of the classic GiandujottoGuido GobinoTurin has been considered the chocolate capital of Italy since the 16th century, when the House of Savoy, then rulers of the Piedmont region, introduced chocolate from Spain. Guido Gobino, whose venerable Italian chocolate company bears his name, is one of the city's preeminent and innovative artisanal chocolate makers. He has taken the “Made in Italy” ethos to heart by creating products that exemplify true Italian quality and craftsmanship. Turin: A Mecca For Chocolate LoversAlthough the Duke of Savoy brought chocolate to Turin in liquid form, this set the stage for the next steps in its evolution. Chocolatiers in Turin began experimenting with solid forms of the sweet treats, notably combining them with local Piedmontese hazelnuts, which reduced the price of the sweet indulgence (which was in limited supply) and made it more affordable. Holding italian chocolate with bow on Turin city background. Turin in Piedmont region in Italy is famous of its chocolate makinggettyTurin is also the birthplace of several unique chocolate specialties. Among them is Gianduja, a delightful blend of chocolate and hazelnut paste that famously inspired Nutella. Another local creation is Bicerin, a hot chocolate beverage layered with espresso, hot chocolate, and whipped milk or cream.It’s not surprising that, over time, the city became a hub for both commercial and artisanal bean-to-bar chocolatiers and for chocolate tourism. CioccolaTò, the international chocolate fair, held in Turin annually, attracts producers and chocolate lovers from around the world. A Family With Italian Chocolate In Its DNAGuido and Pietro Gobino in the chocolate workshop in TurinGuido GobinoAfter working in chocolate refining (the essential step of grinding cocoa beans into a fine paste to create liquid chocolate), Giuseppe (Beppe) Gobino, joined a company that produced chocolate in 1964. Some 15 years later, he took over the company.His son Guido joined the small family business in 1985, choosing to follow his father's footsteps despite his training as an accountant. At the time, the company only had eight employees. Guido brought a fresh infusion of expertise and creativity that respected tradition while helping the business expand to the next level. Today, the company employs 70 people.Guido brought big ideas and made several key innovations that led to its success in world markets: He improved production equipment, focused on ethically sourcing the highest-quality raw materials (69% of which came from the Piedmont region), and, most notably, designed groundbreaking new chocolate products that have left a mark on the industry.Now Pietro Gobino, Guido's 26-year-old son, represents the third generation leading the company as a partner with his father. Pietro graduated from the University of Reading (UK) with a degree in food technology and business and oversees e-commerce and retail operations.Having virtually grown up in the chocolate workshop, Pietro has deep respect for his father's achievements. Building on that foundation, he brings new technological expertise and a fresh generational perspective to the company, including an emphasis on environmental sustainability. In 2023, Guido Gobino was recognized in actor and director Alessandro Gassman’s book, Green Heroes.Guido Gobino: Creating Artisanal Italian Chocolates in a Mass-Market WorldBespoke chocolate bars in the workshopJerome LevineAccording to the non-profit Fine Chocolate Industry Association, artisanal and commercial chocolates differ primarily in ingredients, sourcing, processing and flavor.Guido Gobino never compromises the quality of its raw materials: Sugar comes from sugar beets harvested and refined in seven Italian regions. Powdered milk comes from farms in the Piedmontese Alps, and citrus fruits, pistachios and almonds come from Sicily.Artisanal Gianduja from Turin is made exclusively from IGP Tonda Gentile Trilobata hazelnuts grown by farmers in the Langhe region of Piedmont. Cocoa, the essential ingredient that gives chocolate its characteristic taste, is sourced from a 100% traceable supply chain in Central and South America and Asia. Guido Gobino has cultivated a network of growers while upholding ethical standards and ensuring fair pricing for cocoa-producing communities.Finally, 86% of the product packaging is made in northern Italy with an emphasis on sustainability.While these emphases, compared to commercially produced chocolate, create a price barrier for some, the outstanding quality of Guido Gobino and other artisanal Italian chocolates is appreciated by discerning chocolate lovers.According to FoodNavigator, a leading digital news source in the food and beverage industry, consumers prefer buying “smaller amounts of high-quality confectionery over larger quantities of regular chocolate,” especially during times of economic uncertainty.More than 60 Years of InnovationA chocolate tasting at the factoryIrene S. LevineGuido Gobino currently operates six retail stores in Turin and Milan, and the chocolates are distributed in over 52 countries. Its artisanal chocolates have received numerous awards and accolades for their excellence and innovation.A few examples:The Tourinot is the signature product that put Guido Gobino on the world map. In 1995, Guido Gobino realized that the traditional boat-shaped Giandujotto chocolate was too large for modern tastes. He decided to reinterpret the classic and reduce it to a single bite, down from the classic version, which was twice its size or more.The introduction of the bold, savory-sweet taste of the company’s Cremino al Sale, made with Ligurian Taggiasca olive oil and Cervian sea salt, was a hit with consumers and food critics. In 2008, the Academy of Chocolate in London recognized it as the best praline in the world.A special formulation of extra-bitter Guido Gobino chocolates, designed for zero-gravity conditions, was sent into space in 2013 and 2017, in collaboration with the Italian aerospace company Altec.In 2019, Guido Gobino signed a worldwide licensing agreement with Giorgio Armani to produce the Armani/Dolci collection by Guido Gobino, coupling luxury taste with bespoke design. Handpicked as the official chocolate of Armani Hotels, they are used as hotel turndown amenities in suites and as gifts for VIP travelers.The company has been a member of Giandujotto di Torino IGP committee since its inception in 2017, a project created to obtain European Union Protected Geographical Indication (PGI) status for the local specialty.In celebration of its 60th anniversary, Guido and Pietro launched a project to offer art residencies to young creatives under 35.The Extended Family of Guido GobinoThe chocolate factory on Via Cagliari in TurinGuido Gobino/DANIELERATTIOne key to Guido Gobino's success has been its loyalty to its workers and producers.The company has maintained its offices and historic production plant on Via Cagliari in Borgo Rossini, a 19th-century industrial neighborhood in Turin. This area, once considered downtrodden, is now vibrant and rapidly changing.Loyal employees have been instrumental to Guido Gobino's success almost since its inception, with generations of the same families still working there. When you visit the plant, you can meet Patricia, who has been tempering chocolate since 1992, and her son, Matteo, who joined the company in 2011. Another father-son team, Franco and Marco, also works there. At a time when many businesses show little loyalty to workers, and vice versa, Guido Gobino stands out as a unicorn.Plantations in the supply chain must adhere to the company’s standards for working conditions and environmental protection. It’s commitment to social responsibility extends beyond the immediate community to numerous educational and cultural institutions in Turin and across Italy.Artisanal Chocolate: Looking to The FutureDisplay of some of the holiday products at the Guido Gobino factory in TurinJerome LevineBoth Guido Gobino and Pietro share the goal of upholding the traditions and high standards set by their ancestor while continually striving to enhance the quality and appeal of their chocolate products. Savoring a chocolate Tourinot, you can taste the passion that’s gone into its making.IF YOU GOGuido Gobino offers tours at its production workshop in Turin, Italy, to educate consumers about artisanal chocolate and the company’s products and production processes. The guided tour ends with a tasting. Reservations must be made in advance.The company’s bespoke Italian chocolate products are available from the Guido Gobino online store and other gourmet online retailers and specialty stores.