How Wine Led to Chocolate for Holly Peterson of Flourish Chocolates

Flourish Chocolate’s Holly Peterson

Flourish Chocolate’s Holly Peterson takes a winemaker’s approach to chocolate. And that’s no accident. Raised in Napa and based in Calistoga, CA, in the north end of the valley, she attributes the flavors of her chocolate to several factors, including the terroir of the cacao she selects, her own blind taste testing, and the organic ingredients she uses. Of course, her location and her background and experience play a pivotal role as well. And while she did not follow what anyone would consider a “normal” trajectory to get to where she is today, she believes the path she took – through wine country—was always meant to bring her here. 

“When I was in college I didn’t fit into a standard major. I started off in Enology/Viticulture at UC Davis, but my electives (Food Science, Marketing, Communication) added up to a triple major if I stayed an extra year,” says Peterson. “I wanted to accept a job with Stephen Spurrier at L’Academie du Vin in Paris that year, so I was motivated to finish college on time. My advisor, Dr. Singleton, told me I could graduate in four years if I wrote an Individual Major. That idea opened many doors to thinking beyond what is standard and established. I am grateful to him to this day.”

Out-of-the-box thinking became Peterson’s way of life, and it served her well as she explored the different avenues for her talents that eventually led her to chocolate. “Growing up in Napa, I worked in vineyards, wineries and wine laboratories transforming grapes to wine. Winemaking is a fascinating, artistic industry, and having an amazing role model in my winemaking father, it should have been a perfect fit for me,” she explains. “I couldn’t put my finger on what was missing for me in that career but watching a master chef create a souffle before my very eyes was magical. There it was, a light cloud of perfection, elegantly prepared with a smile and grace, and just 20 minutes later, a toasted fluffy puff emerged. Oh, and then we ate it. Yes, that sealed the deal.” Peterson says that was a turning point for her, when she knew in her heart, she was a chef.

Becoming a Chef

Although she had yet to explore the world of cooking, she became obsessed with the beauty of food all around her and the French chefs who cooked and styled simple, natural ingredients into works of art. “Chefs bring joy and beauty – way beyond nourishment. Food is so much more than food,” she says. 

Particularly chocolate, which Peterson learned to make while in culinary school in Paris. Alongside Chef Albert Jorant, Chef Maurice Ferre of Maxims, and Chef Gaston Lenotre, she began crafting chocolates, then honed her skills (and continues to) through professional chocolatier courses throughout the U.S., such as Tomeric in Buffalo, NY, and Melissa Coppel Chocolate & Pastry School in Las Vegas, NV. 

Flourish Chocolate

Her business, Flourish Chocolate evolved in 2018 after a client requested exquisite truffles for a charity gala. Peterson thought she could do something much more unique than truffles, and instead hand-made and hand-painted gorgeous chocolate Robin’s Eggs in honor of guest speaker and TV anchor Robin Roberts. Since Roberts had been battling cancer, Peterson made the eggs with cancer-fighting ingredients, demonstrating just how innovative she could be. Her eye-catching chocolates were a huge hit, and her name spread from there. The name “flourish” ties into both doing something bold or extravagant as well as healthy or vigorous.

Chocolate Sourced from Africa

Today Peterson selects fair trade chocolate made from African cocoa beans. “Every time I do blind tastings, they’re my favorite,” she says. “I love the depth of cacao flavor that extended fermentation gives to chocolate. I tend not to like highly acidic or sour base chocolates and choose not to use them.” 

Peterson uses Cacao Barry primarily, but also works with some Callebaut and Guittard for ganache. “Each base chocolate is very important to the flavor profile of the finished chocolate we are making,” she says. “It’s a little treat that needs to be balanced. The purest base chocolates are quite complex with cocoa butter, sugar and sometimes vanilla in the mix. The proportion of each is an art. I admire the companies who carefully grow, harvest, ferment, conch and create these beautiful base chocolates for consumers and chocolatiers to work with.”

Chocolate as Art 

The final result is chocolate that is a work of art. “Each one is a little painting, chocolate bonbons and ganache that are beautiful to eat, and beautiful to the eye,” says Peterson. “I always say that we don’t make candy, only chocolate. This means our product is almost entirely chocolate, with some fruit, or zest, or spices, or nuts to round out the flavor profile.”

The mixed jewel boxes that are fan favorites on Peterson’s website are exactly that – glistening, hand-painted jewels that are as beautiful as they are delicious. “Our flagship chocolates, Robin’s Eggs, put me on the chocolate map and are still highly popular,” Peterson says. “But now we have grown to almost 60 different chocolates, so the variety has proven that our customers have eclectic tastes and love to explore new flavors and collections. The pattern always changes, but customers who like one collection will then expand to more of our chocolates. They trust us to try new things.”

And why not? Peterson has embraced the artistry of chocolate, and her customers can’t wait to see what comes next. To experience Peterson’s chocolates for yourself, visit her shop in Calistoga or order online at Flourish Chocolate.