A Well Traveled Candy
An International Treasure
Almond Roca became an international treasure beginning in 1927, when it first began being packaged in the iconic pink tins, tripling its shelf life and allowing for global export. The first global export was to Canada in 1929 and then to the Philippines in 1931. During WWII, Almond Roca was sent to military canteens across the globe, becoming a part of the lives of deployed soldiers, as well as the locals in the countries where it was shipped.
The Japanese Company Meidi-Ya Corporation is one of Almond Roca’s oldest international partnerships, beginning in 1962, when they imported Almond Roca tins to their flagship store in the Ginza district of Tokyo. In the late 1960s, supermarket chains in Hong Kong, China, began to pick up the confection, marketing it as a premium Chinese New Year’s gift. Over the past fifty years, Hong Kong has had the biggest impact on Brown & Haley international sales.
Chinese New Year became the second largest selling season for Brown & Haley. Falling between mid-January and mid-February, the Lunar New Year celebrates the arrival of spring, with red being a symbolic color for vitality and energy. The famous pink and red packaging of these pure confections made it a symbolic gift for prosperity and good luck.
As Brown & Haley expanded in the 1970’s, they began exporting to over 35 countries, and due to distribution these chocolate morsels can be found in over 65 countries. With an average growth rate of 15% every year, Brown & Haley’s international sales represents 40% of the revenue for the Roca brand. These chocolate gourmet imports have large markets in China, Japan, Singapore, the Philippines, Australia, Canada, and Mexico.
While it is costly to serve Midwest and East Coast markets like New York City and Chicago, Brown and Haley does have a geographical advantage. With the Almond Roca chocolate factory being located in the Pacific Northwest Port of Tacoma, it makes it easier and more cost-efficient to export internationally to Asian markets. Brown and Haley continue to grow and study its international exports and sales, keeping up their reputation for being a Globally loved brand.
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