In 2002 Callebaut called the Callebaut Ambassador Club into existence to support the development of new products, packaging, recipes and professional training events. Today, the club counts 55 members worldwide, all of which are renowned chefs, pastry chefs and confectioners with an international reputation. In the same year, Callebaut, together with chocolate brands Carma and Cacao Barry, organized the World Chocolate Masters for the first time. The World Chocolate Masters were (and still are) the only international competition in the world solely dedicated to the art of chocolate. As a result of its tremendous success, the competition instantly grew into a event.