Fondly referred to as Mr. Chocolate, Jacques Torres (www.mrchocolate.com) is the authority on all things related to this confectionery delight. Through his early years as a pastry chef, Jacques developed a deep affinity and passion for chocolate. Raised in France, Jacques fulfilled his American dream in 2000 with the opening of his first chocolate factory, Jacques Torres Chocolate in the DUMBO neighborhood of Brooklyn, New York. Jacques was a pioneer—the first artisan chocolatier to start from cocoa beans to make his own chocolate. Jacques prides himself on specializing in fresh, hand-crafted chocolates using premium ingredients free of preservatives and artificial flavors.
Jacques and his chocolate became an instant success attracting fans from all over the country. In 2004, he opened his second chocolate factory and flagship store, Jacques Torres Chocolate, in downtown New York City on Hudson Street. The demand for his confections grew rapidly, and Jacques opened a total of 8 retail stores throughout Manhattan including two ice cream locations. In 2013, Jacques moved his production and built a state-of-the-art 40,000 sq. ft. chocolate manufacture plant at the Brooklyn Army Terminal in Sunset Park, Brooklyn.
Jacques’ story begins in Bandol, France, a small town in the southern region of Provence. At an early age, Jacques was inspired to start a culinary career thanks to his love for food and making people happy. Despite not having extensive prior training, but having 3 years apprenticeship, Jacques considered himself a craftsman and, in 1980, landed a job with Michelin two-star chef Jacques Maximin at the Hotel Negresco, starting a relationship that would last 8 years and take him around the globe. In 1986, Jacques was awarded the prestigious M.O.F. medal in Pastry, the youngest pastry chef in history to earn the distinction.
In 1988, he ventured to the U.S. as the Corporate Pastry Chef for Ritz Carlton. It was Jacques’ intention to pursue the American dream. In 1989, the legendary Sirio Maccioni invited Jacques to work at New York City’s most famous and legendary restaurant, Le Cirque as the Executive Pastry Chef. For 11 years, Jacques served presidents, kings, and celebrities in his every day work at the iconic restaurant.
During his time at Le Cirque, Jacques released a 52 episode public television series, Dessert Circus with Jacques Torres, along with two companion cookbooks, Dessert Circus: Extraordinary Desserts You Can Make At Home (William Morrow), and Dessert Circus At Home (William Morrow). He also hosted a television series, Chocolate with Jacques Torres, on the Food Network for three years. Jacques’ third cookbook, A Year in Chocolate (Stewart, Tabori and Chang) was released in 2008. He received numerous awards over the years as well as The James Beard Pastry Chef of the Year Award in 1994, and inducted in The James Beard Who’s Who of American Food & Beverage Award in 2003. In 2016, he was inducted in the Chocolate Hall of Fame by Dessert Professional Magazine as well as given the highest honor in France, The Chevalier de la Legion d’Honneur.
Additionally, since 1993 Jacques proudly serves as Dean of Pastry Arts at the award-winning International Culinary Center. He designed the curriculum of the fast-track Professional Pastry Arts program and offers internship opportunities to ICC pastry students.
In March 2017, Jacques opened New York’s first ever chocolate museum called “Choco-Story New York, Chocolate Museum and Experience with Jacques Torres.” The 5,000 sq. ft. museum is located at his flagship store (350 Hudson St.)
Jacques generously donates his time to many national charity organizations including American Red Cross, Citymeals on Wheels, God’s Love We Deliver, New York’s Hard of Hearing Association, Sloan Kettering Cancer Research Center, the Association to Benefit Children, Make a Wish Foundation, and St. Jude’s Children’s Hospital. He loves children and dedicates himself to causes that support their well-being and happiness.
Jacques makes his home in New York City, and is married to Hasty Torres, a fellow chocolatier, who founded her own chocolate business in Beverly Hills called Madame Chocolat. In August 2016 they welcomed their baby boy, Pierre.
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JACQUES TORRES CHOCOLATE’S
CHOCO-STORY – APRIL 2017
Raise awareness of the launch of chocolatier Jacques Torres’ Choco-Story, the first-ever interactive chocolate museum in New York, among a national audience in order to attract both New Yorkers and visitors to the city and to drive ticket sales.
To achieve the stated goal, The Brooks Group organized an interactive press event that included a museum tour and hands-on chocolate making class for national and local broadcast and short-lead press covering food, travel, and New York.
We secured a print exclusive and broadcast segments with strategic, high-profile outlets and disseminated a press release to national and local broadcast, print and online outlets covering food, New York, travel, tourism, business, parenting, and trade.
To tease the news, seed editorial interest and generate pre-opening buzz, we offered a strategic sneak peek of the museum to influential food site Eater.com.
The New York Times exclusive ran online and in print, exceeding 30m+ media impressions and the article was shared on both NYTFood’s Twitter and Facebook pages with over 162 million views. A live remote segment with FOX’s “Good Day New York” highlighting artifacts, the hot cocoa station, and a chocolate tasting reached a viewership of 118,000+.
Additional national broadcast coverage secured included ABC’s “Nightline” and “Good Morning America” and regional broadcast news segments on New York affiliates WNBC-TV, WCBS-TV, WPIX-TV, and NY1. Placements in top-tier regional print and national online outlets included USA Today, Condé Nast Traveler, Time.com, Business Insider, and Time Out NY.
Media impressions: Over 533 million across broadcast, print and online outlets
Museum Ticket Sales: Exceeded 1,100 (in less than a week of opening)
Master Chocolatier, Chef
Up until I started working with Rebecca and the Brookettes, only my mother and wife would talk about me with such passion! Before I knew it, these ladies knew more than most people about chocolates, my industry, and my brand. I do not see myself succeeding without the PR savvy of Rebecca and the Brookettes. They are a dedicated group that works diligently and are persistent with a dash of charm, a sprinkle of grace, a pinch of finesse, a bushel of good humor and when you mix all these qualities, your result is a complete success. Merci Rebecca and the Brookettes, now let’s go fishing!