“After more than a decade of contemplating a name change, PMCA’s board of directors decided to take a page from the Nike playbook and said, “Let’s stop talking about it – let’s just do it!” says Yvette Thomas, the organization’s administrative director.
“ChocoStyle itself comes from the idea of focusing on what people love best. So we asked ourselves, ‘Who likes chocolate? Men or Women? Mostly women.’ Then, ‘What else do women like?’ And we said, ‘Fashion. And what in fashion? Fashion is too vague. So shoes.’ It was just something that emotionally connects," says Virgilio Rubini, president of ChocoStyle Int’l.
Candy Industry Magazine recently coordinated a trip to the province with help from Virgilio Rubini, president of ChocoStyle Int’l. While there we also got the chance to visit Laura Secord, Candara, and Morris National’s gift basket business.