Well, it was bound to happen. The summer just got busy over night. I’m not complaining. It was a pretty lean spring around these parts, and it’s nice to have some cash coming in. The cafe is steady, the Rockland and Stonington Farmers’ Markets where Steve vends Thursdays and Fridays are starting to fill up, we’ve got lots of new, shiny wholesale accounts, I have cake and pastry orders, and everyone around the island seems to find a reason to buy chocolate.
And as much as I’m happy to see business pick up again, the beginning of the season always takes me by surprise. Yesterday, Steve hauled off hundreds of boxes for delivery and markets and we were scrambling until the second he headed out for the last boat of the day. It’s Thursday, and I suddenly realize my cafe chocolate stock is severely depleted, so I’ve fired up the melter and as soon as I’ve got our dark into temper, I’ll be chocolating for the rest of the day. And, I’m behind on billing, ordering, returning emails, laundry, etc.
And all this buzzing sometimes seems extraneous. The ads, marketing, networking–all of it. A lot of fuss over a little chocolate.
Yesterday, an entourage from Yankee Magazine stopped by with our neighbors Lynn and Seth. They’re out shooting a story the magazine is running on Lynn next summer, and they came by for some sidebar ideas.
We were happy to oblige, of course. They snapped some pictures of the chocolate asked some questions, including the one most frequently asked: Why the hell did you decide to try making chocolate on a tiny little island in the middle of nowhere?
We, of course, have an answer for this. And it’s a good one, gets the point across, and it’s true and if you want to see it, you can go to the website. It’s the same answer I gave to those folks from Yankee, and everyone else who calls. But maybe it’s this gloomy weather we’re having, or the hectic-ness of the start of the season, or a 30 second conversation I had with 12-year-old Eddie Liu the other day, but the real answer is longer than that. And it’s not something anyone could put in a sidebar, or in a brochure, or on a business card. It’s not interesting enough to be a marketing or networking commodity.
It’s just this: I make beautiful, delicious chocolate in the place that I live because I can. There’s not much I know how to do, but I feel very lucky that this thing–this trivial, extraneous, luxury item–is something that people value.
And I guess, for me, that’s what work is all about. Putting something out there–a service, a product, a gift–that people value enough to give something in return. I feel like sometimes this very basic exchange of goods and services gets lost in our scramble to get noticed, to win more customers, in a world where we all have decreasing attention spans. Even our values become marketing opportunities: fair trade, sustainably-grown, locally produced. What matters is how you package yourself, how efficiently, and with how much flash. I can’t tell you how many times “experts” have told me that quality isn’t even half of what makes up the value of a product. The rest is where you are, who you know, what color ribbon you use, what certifications you have.
Not that I’m against this. Let’s face it, I’m no purist, no Luddite, and I admit that I do like the spotlight at times.
But mostly, I see my chocolate as a commodity. Something I make, that I can, in turn, exchange for something else of value. And sometimes it takes an 12-year-old kid to remind me of that.
The other day I ran into Eddie Liu and his mom, Kassie. Eddie hauls a string of traps from his skiff all summer for spending money. He asked me if I would consider trading chocolate for lobster later in the summer. I’m not sure that I’ve felt prouder of my product than I did at that moment. More than money, more than any ad or brochure or picture could communicate; all of the sudden my chocolate had a value that I could understand. This is why I do what I do in the place I call home. Because I can.