Sweet vocation to the Max on coast | Gold Coast News | Local News in Gold Coast

Max Brenner is set to open a third Gold Coast store at Broadbeach later this year.

Poll

Which type of chocolate do you prefer?

This poll ended on 22 July 2010.

Milk

33%

Dark

66%

White

0%

This is not a scientific poll. The results reflect only the opinions of those who chose to participate.

MAX Brenner has sold more than 1000 tonnes of chocolate to the Australian public, and will expand this figure and his chocolate empire when he opens his third Max Brenner store on the Gold Coast in Broadbeach later this year.

This year also celebrates 10 years in business with the first Max Brenner Chocolate Bar opening in Australia in July 2000.

Mr Brenner, known as the bald man, has had a connection with chocolate from a young age.

“Looking back, my emotional connection to chocolate and my desire to reveal every layer of chocolate began at an early age,” Mr Brenner said. “We didn't have chocolates all the time, so they were always special to me.

“I have vivid memories of friends or family who returned from overseas with exotic chocolates, wrapped in rustling cellophanes and tied with colourful ribbons.”

The story of how Mr Brenner went from opening a chocolate store in Israel to opening a store in Australia starts with an Australian couple.

More than 10 years ago, a newly married Australian couple walked into Mr Brenner's chocolate shop in a small town in Israel.

“I sold them a box of exquisite chocolates, and talked about a dream of an all-encompassing chocolate culture that went beyond mere taste,” Mr Brenner said.

“They fell in love with the ideas (and) wanted to bring my dream into reality.”

With a combined vision, the Australian couple and Mr Brenner opened their first chocolate bar in Paddington, Sydney in 2000.

“It was such a good move,” Mr Brenner said. “And something that really resonates with Australians.”

Mr Brenner was visiting the Gold Coast this time last year, and has one very memorable moment of being in Australia.

“ I still remember how I stripped down to my underwear, jumped into a wheelbarrow, covered myself in raw cocoa powder and offered hand-dipped strawberries in pure melted chocolate to intrigued passers-by,” Mr Brenner said.

“Australians have totally embraced my unique way of experiencing chocolate and it's an amazing feeling to be here as everywhere I go, I see the excitement in people's eyes when they walk into one of the Chocolate Bars and sometimes I even feel that everyone is more of a Max than I am.”

Mr Brenner also has a passion for writing.

“I never stopped writing, my Chocolate Bars are my 3D autobiography,” Mr Brenner said.

“Chocolate allows me to freely express my passion for art, writing and fashion and share personal details about myself with the chocolate lovers.”

The Broadbeach Max Brenner store is planned to open later in the year.