Southern Season usually holds chocolate classes around Valentine39s Day and the December holidays

Southern Season usually holds chocolate classes around Valentine's Day and the December holidays.

Tony Caputo’s, Southern Season host chocolate appreciation classes

“The classes help them understand the higher prices. If you try it and it’s extraordinary, you’ll buy it.” — MARILYN MARKEL, Southern Season

Retailers are increasing sales of high-end premium chocolate by using in-store classes to educate their customers about the category’s value.

“Our most popular class is intro to fine chocolate. We hold it 10 times a month and have 30 to 80 [participants] per class,” said Matt Caputo, CEO of Tony Caputo’s Market & Deli in Salt Lake City. “The classes have a big impact on people. We get tons of referrals.”

Chocolate is a perennial favorite and its popularity continues to

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