Jeff de Bruges, Justin Bridou, Baron de Lestac, Weston… but who is behind these brand names?

You may have already asked yourself the question: but who is this Jeff from Bruges? A chocolatier who lived near the Venice of the North? Well no ! This is a completely invented character. In the 1980s, when Philippe Jambon imagined his concept, he first needed a name. Difficult to attribute his to him. “When your name is

and you want to sell chocolate, you have to be realistic and tell yourself that you won't be able to give your name to your brand,” he says on the Jambon website. 'taught. If he is French, he rather chooses to highlight Bruges. It is in fact in the Belgian town, renowned for its chocolate, that the factory which supplies him with his first pralines is located.

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