In the words of Frank Haasnoot

Winner of the 2007 World Chocolate Masters

"As a chef, participating in competitions like the World Chocolate Masters really pushes you to be the best you can be in terms of taste, textures, technique and creativity. You constantly raise the bar for yourself, so at the end of the competition you can look back on the incredible results you have achieved: you’ll have gained lots of experience, you’ll have met lots of chefs from all branches of the industry and, most importantly, you’ll have gained worldwide recognition. These are the things that make participating in the World Chocolate Masters worth every ounce of energy and time you put into it."

"I think this new edition of the World Chocolate Masters will give us an insight into great new technologies that will present themselves in never-been-seen-before shapes and moulds. That’s a positive evolution, but I’m convinced that the next winner will keep that frail balance between design, technology, taste and creativity. It’s very difficult to come up with new techniques or ideas, especially nowadays with social media, where an overload of images and information can easily confuse and distract you. I think it’s important that you stay true to your own vision, keep the French patisserie as a basis and adjust it so it becomes something new."

"My best advice for the new generation of WCM finalists would be to stay true to your own style and get inspired without copying. Don’t go too extreme, and always make sure everything is super-tasty and clean."