Parting is such sweet sorrow, By Camie Sands

Unlike the delicate sweetness of a Sensual chocolate melting on your tongue, the journey for Michael McKenna to bring employment to the women of the Jalpa Valley in his Sensual Chocolatiers factory has left a bitter flavor. It's a story of disappointment for him, but worse for the young women who returned from vacation on May 23 to find that the factory will be closed at the end of the month.

Thanks to everyone

"I want to sincerely thank my customers, such as the Presidencia and Celebrations San Miguel, and everyone who has supported us through the years," said McKenna, an amiable Canadian, on a recent morning in his closed factory, while Bon Bon the mascot burra looked in. Her seemingly sad brown eyes and impatient stomping appeared to sum up the frustration felt by all at seeing the gleaming new equipment idled and the presence of the smiling employees now gone.

Many will remember McKenna perfecting his recipes and selling them in the Biblioteca before the Sunday House and Garden tours three years ago. His first kitchen was located in Los Balcones, and his first store opened at 57 Mesones two years ago. Last October 1, more than 400 people attended the grand opening celebration of the Sensual Chocolatiers' factory in the Jalpa Valley-20 minutes outside of San Miguel, yet a world apart in its rural pace and peacefulness. McKenna's dream was on track.

During the grand opening, McKenna took up a collection for the local chapel the little community had been trying to finish for years on the hill behind the factory. As usual, he chose to talk about the local people and their needs before his chocolate business (of course, the chocolates' exotic tastes said it all).

The plan

From the beginning, McKenna planned to produce hand-rolled chocolates here for export to the United States and Canada by offering franchises to interested parties. Included in those projected production numbers was the support of local outlets.
"Sensual Chocolatiers' ganaches are made in the afternoon, hand-rolled and dipped the following morning, and shipped that same day. If the chocolates don't sell within 10 days they are taken out of inventory," explained McKenna, describing what he means by "fresh chocolates made without preservatives," a key to their popularity. His varieties of ganache, such as guayaba, chile, chai and tequila, as well as more traditional flavors, have interested potential franchisees in Austin, Tampa, Omaha and Toronto. After all, gourmet chocolates are the rage right now in the North and are featured in magazines such as Food and Wine.

With that large production schedule in mind, McKenna approached the local government for guidance. The meeting was positive, and he was directed to seek funds from the state. With the chocolate factory open and wanting to employ at least some of the 15 or so women who came by the factory each week seeking jobs (not to mention daily use of the shower facilities that came with it), McKenna opened additional stores in Guanajuato, Querétaro and Ajijíc.

When he approached the state government, he was directed toward a funding group that works with them. "We heard time and again, informally, that we were a good candidate for a loan of $150,000 dollars, as they felt this would be a great business for employing local people," said McKenna. "We gave a presentation here at the factory as they investigated our business."

The frustrations

"After seven months of being handed off from one person to another, we finally received a brief letter stating, in essence, 'Your project is turned down. Good luck,'" McKenna recounted, while looking out across his lifeless factory.

"It is more frustrating than I can say. It's like nothing I ever experienced while doing business in Canada. Basically, I've invested $500,000 dollars in this business and was asking for a simple loan, not a gift, to take us through the next steps of registering for franchising rights in the United States, and all ensuing issues such as FDA approval-which we have earned, by the way," said McKenna.

In the last weeks after being turned down, McKenna sought a loan from his bank here. "Their best offer was 22% interest for only a fraction of the money required. And this was using the factory as collateral. To me, it's no wonder you don't see small business development here." So, where does McKenna go from here?

The end?

"I've owned many businesses," said McKenna, "and have had to give out tough news to employees before. But there is nothing harder for me than telling these employees-who have gained in poise and confidence and are good, loyal people-that they don't have work here anymore."
McKenna will close the retail stores and the factory as of May 31. What now?
"In the US it's illegal to solicit franchisees without first being registered in that state. Therefore, to continue we need funds to be able to pay for the legal master franchise agreements. It's a catch-22: we have all kinds of interest, a good company, and yet we can't implement any of our plans because we don't have the financing to go further," concluded McKenna. "If anyone knows of someone who would like to explore our business plan for investment or share purchase of the company, I wish they'd call." (Michael McKenna can be contacted through email at info@sensualchocolatiers.com or his US cell phone 001-509-999-5720.).

The frustration and disappointment was clearly etched on Michael McKenna's face as I patted Bon Bon goodbye and drove away, hoping this wasn't the end of the Sensual Chocolatiers chocolate factory. I fondly remembered times when Mike had so much panache over his ganache. I personally hope those times return. A sweeter story would do everyone good.