Alex Rast is a long-time chocolate experimenter, taster and part-time consultant to chocolate companies. Starting in 1990 with early experiments himself in making chocolate, he quickly moved into evaluating chocolates in commercial production and assisting other companies in improving process. Over the course of many years he has evaluated over 700 distinct chocolate bars. He is one of the earliest reviewers for SeventyPercent and has helped to define and systematise the ratings system. In addition to bar chocolate, he also experiments with chocolate baking and the formulation of "canonical" recipes for classic chocolate items.