Tony Boeckaert (°1959) starts his career as a chocolatier at chocolaterie Van Biervliet in Kortrijk, the city of two towers. Before long he is totally absorbed and decides to take over the business. His first savings are invested in modern equipment and the future of his chocolaterie.
Production moves from Kortrijk to Karreweg 7 in Zulte. To this day, you can still buy Tony’s delicious pralines here.
Tony has big plans and expands the manufacturing workshop from 200 to 600 square metres. The surface area may have tripled but quality and care remain key values under Tony’s watchful eye. The factory shop opens its doors with Tony’s wife Marleen at the helm.
Tony Boeckaert takes over chocolaterie Van Lerberghe. The business has been in existence since 1953 and is a genuine jewel in Ghent’s crown.
Tony Boeckaert enters the digital age under the impetus of his son Michiel. Since then, Michiel has been in charge of the technological and IT aspect of the business.
Tony opens up a third shop in the picturesque village of Machelen-aan-de-Leie. The shop is called ‘Het Verschrikkelijke Zoete Leven’ (‘The Terrible Sweet Life’) by analogy with a painting by Roger Raveel called ‘Het verschrikkelijke mooie leven’ (‘The Terrible Beautiful Life’). The name is quite fitting as Raveel was born in Machelen-aan-de-Leie.
Tony’s son-in-law Joren joins the business. He focuses on creating the ultimate customer experience and as a result, Tony can keep concentrating on his craft and passion: making the most delicious and pure artisanal Belgian pralines.