With Easter on the horizon, certain amounts of the sweet stuff are at the forefront of every chocaholic's mind. Herefordshire has its own independent chocolate makers and it was no trouble encouraging Julie Harries to visit one of them . . .

It's impossible to think chocolate maker without thinking Willy Wonka of Charlie and the Chocolate Factory fame, but in Herefordshire alone we have three independent chocolate makers - none of whom has glass elevators.

For my sins, and where chocolate is concerned they are incomparable, I caught up with Ian and Christine Murray-Watson of Dore Valley Chocolates.

This burgeoning Peterchurch company has been carving a niche for itself over the past three years.

A change in circumstances led to keen chef Ian looking for a new career.

Chocolate became a game of survival, with Ian having worked as an amateur jockey before careers in advertising, teaching and software developing.

He is also a professional musician who trained at the Guildhall School of Music.

With his wife, Christine he moved to Hereford in 1980, from Worcester via London. A business start-up course in Hereford helped him to hone his ideas for running his own business and a visit to other chocolatiers confirmed his lust for the good stuff. "You need very little equipment to begin with so start up costs are minimal," Ian explained.

A small tempering machine, which gets chocolate into the correct state for dipping, was purchased and business began in the couple's small kitchen.

"A vast majority is hand done," Ian said.

"We did a lot of tastings when we first started and had a lot of fun."

The company has a strong local identity, with simple packaging and a small range of high quality products.3

2 The aim is to make chocolates as fresh and unspoiled as the unspoilt Golden Valley landscape surrounding them, full of genuine flavours - real butter and cream, real alcohol, local (and sometimes hedgerow) fruits.

Nothing is added that might spoil the flavour - so no preservatives and no added fats.

Only top quality Belgian and French chocolate is used.

"The selling part is very easy," Ian said.

"The chocolates don't have a long shelf life, which some shops weren't used to handling, but through small orders they gained confidence."

Londis is the company's biggest retail outlet of the 16 across Herefordshire.

"The chocolates are the present of choice for anyone local going away, or posting gifts at Christmas," Ian maintained.

A Defra grant enabled the conversion of an out-building into a professional kitchen from where the chocolates emerge ready for distribution.

"If I'm not packing, I'm out delivering," says Christine.

The pair were recovering from a hectic three-months when we met, the bulk of their business being done in the last quarter of the year.

I push for what plans Ian and Christine have for their fourth year. "The chocolate business is very conventional and tends to follow traditional trends," Ian said.

"We can diversify the range and increase the price range, which we have already done."

The company recently introduced Hedgerow Creams, in an aim to appeal to a slightly more sophisticated market.

The bars of plain almond and milk hazelnut sell as fast as they are made.

Very much a family concern, Andy - their eldest son of three - is the company's chief investor.

The family members got their heads together to chose the initial branding (sophisticated and simple) and Andy is good at pushing his parents towards new horizons.

"When you get into mechanisation there are temptations to compromise," Ian revealed.

"People trust something local because they know we're hands on.

"It's quite hard to get people to investigate a new thing."

A 20% growth, two to three new ranges and to be able to employ a regular part-time helper are the game plan. "Also to survive!" Ian added.

Check out Dore Valley Chocolates at www.dorevalleychocolates.co.uk.