Our values
Our commitment
We believe that making good chocolate comes from taking the right human and environmental approach.
An approach based on treating men, women and children fairly and on caring for soils and their perpetual cycles, to ensure they prosper for us and for future generations.
That’s why we decided to become cacao growers.
The cacao beans we use for our couverture chocolate* come from our own plantations in Ecuador, to make sure that everything is done right from bean to bar. We tend lovingly to our chocolate throughout the transformation process to guarantee good taste and quality at the right price for you to enjoy with friends, safe in the knowledge that what you’re eating is ethically produced.
Because by eating good chocolate, you’re contributing to a sustainable future.
*Except where specified that cacao is sourced elsewhere.
The art of chocolate according to Jeff
in a nutshell
Sustainable chocolate
To us, it’s all about getting the right balance between great taste, an affordable price, naturally sourced quality ingredients, treating people fairly and treading lightly on the Earth.
Well-made chocolate
The quality of our chocolate underpins everything we do. We’re meticulous about the provenance and composition of our products. We develop our recipes with attention to detail and quality foremost in our minds, from naturally sourced ingredients and without hydrogenated vegetable oils, GMOs* or palm oil.
All eggs (egg products) used in our chocolate and confectionery products come from free-range hens**.
All our couverture chocolate is made with cacao beans from our own plantations in Ecuador*** and guaranteed 100% pure cocoa butter. The high cocoa content ensures the best possible intensity: 35% cocoa for our milk chocolate and at least 60% cocoa for our dark chocolate. And we still keep the sugar content low, as more cocoa means less sugar.
It’s in our factories that the know-how and passion of our master chocolatiers come into their own as they strive each day to bring you novel combinations of tastes and textures.
* Genetically Modified Organism
**Soft ice creams and sorbets do not contain eggs.
*** Except where specified that cacao is sourced elsewhere
Reinventing chocolate everyday
To us, chocolate is a raw diamond waiting to be cut and dazzle us. It’s thanks to our know-how as a chocolatier that we’re able every day to bring you products you can relate to. Whether it’s their taste, texture or design, our chocolates are just waiting for your tastebuds to really come to life.
Respectfully reinventing the codes of chocolate and perpetuating traditions with a zest of originality. Taking the liberty to revisit time-honoured recipes with a modern twist inspired by our desires.
We’re constantly looking to reinvent ourselves and wow you, for the love of chocolate.
That’s our firmly held belief, and that’s why, every day, Jeff de Bruges’ teams are there for you to discover and enter our world of chocolate. By communicating our passion and knowledge, we see ourselves as purveyors of flavour. Whether you’re a novice or a connoisseur, whether you like chocolate every day or just every now and then, in choosing Jeff de Bruges you’re sharing a refreshing taste for chocolate, in a cordial and convivial mood. With our chocolates, your pleasure is ours.
A special relationship
At Jeff de Bruges, our cacao plantations, chocolate factories and stores are fired by the same passion to give you an absolutely unique experience every time.
Our more than 470 stores in France are first and foremost local businesses proud of the special relationship we have forged with you. We ask you what you’d like and invite you to choose your chocolates one by one and compose a selection that suits your tastes. And we suggest gift ideas for all of those moments that make life worth living.
Our story
Interview with Philippe Jambon, Chairman and founder of Jeff de Bruges
A good chocolate is a sustainable chocolate
How did Jeff de Bruges come into being?
Philippe Jambon: “I have a love story with chocolate that goes back to when I was a kid. I would roam around the factories and wonder at its magic. And since creating Jeff de Bruges, I’ve constantly strived to imagine all the ways we could make our stores a warm and welcoming place that tickle the tastebuds, where chocolates are not only fine and delicious, but also affordable and fun so that everyone can enjoy the quality of a sustainable chocolate!”
Where did the name ‘Jeff de Bruges’ come from?
Philippe Jambon: “With a name like Jambon, you need to be realistic and admit that maybe it’s not the best name for a brand of chocolate. In fact, it all started in Bruges, Belgium, where our first chocolate factory was. I felt it quite appropriate for a brand of chocolate to take the name of the city that’s also called the ‘Venice of the North’. And since my family were huge fans of Jacques Brel and his song Jef, ‘Jeff de Bruges’ was just an obvious choice. The unique French and Belgian chocolate cultures were two strong sources of inspiration for me when I founded the brand, so it was also important to reflect that in the name.”
What do you think customers like so much about your chocolates?
Philippe Jambon: “First of all, we sell good chocolates packaged in novel and varied ways, and we’re constantly coming up with new recipes to suit the seasons, so there’s always something new to taste.
What people also like a lot is that they’re sure to find the gift they’re looking for, be it something really refined for a special occasion, a token of appreciation for a friend or simply a small treat for themselves. Our teams are there to offer attentive, friendly advice, and that’s really important.”
What makes Jeff de Bruges chocolates so good?
Philippe Jambon: “Quality ingredients carefully selected by our master chocolatiers, unique know-how steeped in the traditions of good chocolate, a pinch of daring and originality, and above all the passion that goes into our generous and uncompromising recipes. To me, a good chocolate is a ‘sustainable’ chocolate that strikes the right balance between great taste, an affordable price, naturally sourced quality ingredients, treating people fairly and treading lightly on the Earth.”
What makes your recipes so original?
Philippe Jambon: “They’re the result of two great cultures, combining the gourmandise of Belgian chocolate with the cocoa chic of French chocolate to explore new territories. We put our own spin on traditional recipes, inspired by the trends of the moment.”
What kind of relationship do you have with your customers?
Philippe Jambon: “We try above all in our stores to be attentive to their desires, to rekindle their childhood memories and create sweet pleasures to make every day a day to enjoy: in short, to come up with recipes that add fun to people’s lives.
Today, our customers like to be able to compose their own choice of chocolates, so our role is to lend them an attentive ear and to offer a truly personal service at the right price.”
How do you see the chocolatier business today?
Philippe Jambon: “For us, chocolate is above all a pleasure that must remain within people’s reach. It’s not for nothing that we’ve based our business model on proximity, and we want to take this concept even further and develop the service that goes with it. In 2017, we decided to invest in our business and become a cacao grower, which seemed the most obvious way for us to apply, live by and disseminate our social and environmental values.”