The Aztecs believed that chocolate was of divine origin and called the cocoa bush "Theobroma". Chocolate is still the "Food of the Gods", and is celebrated annually in the form of the ‘Eurochocolate’ festival. This festival, which is usually staged in one of Europe’s capital cities, such as London, Amsterdam or Copenhagen, came to Perugia for the first time in 1994, much to the delight of chocaholics. Such is its success with both press and public alike, that it has become one of the year’s most popular events.

The festival was the idea of the Arcigola Slow Food, Compagnia del Cioccolato and Hotel GiO' and every year is promoted by a specific Committee, whose members are representatives of local public Institutions and Associations such as the Regione dell'Umbria, Provincia di Perugia, Comune di Perugia, C.C.I.A.A. di Perugia, I.C.E. and APT di Perugia, Assindustria Perugia, Confartigianato, Confcommercio, Confesercenti and CNA.

To really get the "taste" of the Eurochocolate festival, the chocoholic needs a chocolate "map": the official chocolate-smelling program, available in over 200 bars, pastry shops, cinemas, clubs, music and book stores in Perugia.

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