Switzerland's leading chocolate makers are trying to convince their countrymen to embrace quality over quantity.
The chocolatiers from around the Alpine nation have gathered in Geneva to show off their finest wares to consumers already spoiled for chocolate choice.
On Sunday, thousands lined up outside the venue in a converted hydropower station to get a taste.
Tibor Luka, one of the organizers of Switzerland's first chocolate salon, says 24 master chocolatiers have been invited to explain the fine points of cocoa quality and flavoring.
The aim is to teach visitors to think about chocolate the way they would about wine.
Switzerland has the highest per capita consumption of chocolate in the world, with about 26.5 pounds (12 kilograms) per person each year.