Baron Hasselhoff seeks $600,000 to turn former Red Square into chocolate emporium
Wellington-based chocolatier Baron Hasselhoff is launching a fundraising campaign to expand its operations and transform a historic venue into an artisan emporium. The company aims to significantly increase its revenue and manufacturing capacity over the next five years.
Why it matters
This highlights the growth trajectory of successful artisan food businesses and the challenges of scaling niche manufacturing in a competitive market.
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Baron Hasselhoff co-owners Clayton McErlane and Erin Todd have an ambitious five-year growth plan.
Wellington chocolatier Baron Hasselhoff has launched a fundraising campaign to transform one of the city’s oldest venues into an artisan emporium for its next phase of growth.
Baron Hasselhoff began as a husband-and-wife operation hand-delivering chocolate around Wellington during the pandemic. It has since become one of the country’s premier artisan chocolate makers, earning the title of Bean-to-Bar Champion at the 2026 Outstanding Food Producer Awards.
Founder Clayton McErlane started the business as a side hustle to his work as a chef, with the aim of having more control over the food he was creating.
But it wasn’t until he decided to make a brandy, walnut and cherry truffle that he sparked what would become Baron Hasselhoff.
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