Evolution of Almond Roca
A Timeless Treat
Have you ever wondered about the history behind your favorite candy? From an abandoned shoe factory to a magnificent chocolate factory, this story begins over 100 years ago in the small yet booming city of Tacoma!
A Friendship-Forged Business
Way back in the year 1908, small shop owner Harry L. Brown met Salesman J.C. Haley through the Mason Methodist Church. Haley was a salesman for Schilling Spices, now known as the household staple brand McCormick, and Brown owned a small confectionery shop. The two partnered together on a business adventure in 1912, originally under the business name, Oriole Candy Company. By the year 1916, they had released their first product, The Mount Tacoma Bar. The Mount Tacoma bar, which was later rebranded into the beloved Mountain Bar, was originally a log of vanilla fondant dipped in chocolate. These chocolate confections became very popular amongst the soldiers stationed at Camp Lewis, now known as Joint-Base Lewis- McChord.
The Birth of ROCA
In 1919, Brown and Haley purchased an abandoned shoe factory on East 26th Street in Tacoma, Washington, and converted it into the still-standing Almond Roca Chocolate Factory! Just a mere four years later, Almond Roca was born. In 1923, Brown and Haley released an irresistibly sweet and salty buttercrunch toffee enrobed in rich milk chocolate and encrusted with sweet almonds. Samples of these delectable morsels were handed out to Tacoma Residents, including the Tacoma Public Library librarian Jacqueline Noel. Noel christened the chocolate indulgence with the name Roca,Spanish for “rock,” because of the toffee’s crunch and the fact that almonds were gourmet imports from Spain.
Pretty in Pink
In 1927, Brown and Haley debuted their iconic pink tin, which extended the shelf life of their chocolate to three times longer. The Almond Roca morsels were delicately wrapped in gold tinfoil, adding to the luxury and appeal. This choice of colors solidified their branding for the next hundred years, and they became known nationally and internationally for their pink and gold.
WWII
When the second World War hit, many companies took a hit, as resources were scarce, many men were drafted, and all labor efforts went towards the war. During this era, sugar was strictly rationed, leaving Brown and Haley to make some tough business choices. They chose to focus on their signature Almond Roca and the Mountain Bar. Almond Roca was selected by the United States War Department to be available in United States Canteen Posts around the world. The quality confections were shipped overseas to troops and became internationally known and loved for their one-of-a-kind sweet and salty buttercrunch.
The End of an Era- Beginning of New
In 1944, the Brown Family formally ended their partnership with Brown & Haley, but the name remained as the brand evolved with more sweet confections. Various flavors of Roca, have included salted caramel, cashew, macadamia nut, peppermint, and eventually in 2002, Mocha Roca which was an exclusive arrangement with the local and now internationally known brand Starbucks.
Brown & Haley continues to be a household name, filling the candy bowls at family reunions, Christmas parties, and probably hidden away as a secret midnight snack in your mom’s pantry. As a continually growing brand, you’ll have to stay tuned for the next evolutions!
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