William Curley

Chocolatier

Maple Ambassador


“I use maple in my couture chocolates, for poaching or caramelising fruits or nuts, in confectionary, macarons, cakes and biscuits. Maple can feature as the key flavour or be used as a seasoning.”


Growing up in Fife, Scotland, William discovered a passion for gastronomy at an early age and became an apprentice at Gleneagles Hotel. Working his way up through numerous Michelin-starred establishments, William became the youngest ever chef pâtissier at The Savoy and opened his first shop in 2004.

Fifteen years on, William has received the Master of Culinary Arts (MCA), the highest honour for chefs in the UK, and been named Best British Chocolatier a record four times. His chocolates and patisserie can now be found in Harrod’s and he is opening a new shop in Soho, London.


“The maple flavour is incredibly unique and works well with so many different foods. It’s a very diverse ingredient with both fresh flavour notes and also very rich caramel flavours.”

Our maple ambassadors


We are proud to work with a selection of fantastic ambassadors who love maple in all its forms and want to inspire others to use this wonderful ingredient.

Tips and Tricks

You can make your own maple taffy in just seven minutes.

Try our microwave maple taffy recipe. It’s quick and easy!

Maple flakes make a great addition to spice blends.

Season meats, fish, and vegetables with the delicious flavour of maple.

Maple water is for drinking… and cooking, too!

Maple water brings sublime flavour to soups and broths. Use it to poach fish, too.

Hundreds of Delicious Recipes

Maple is a special addition to any recipe, from starters and snacks to sumptuous desserts. Find one that’s perfect for you, your family and friends.