Philippe Jambon invented the brand name 'Jeff de Bruges' in the 1980s. It is in the Belgian town, renowned for its chocolate, that the factory which supplies him with his first pralines is located.
The'surname' is well known to the French, but is difficult to attribute to anyone else. 'When your name is Jamberon 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.