J. C. Haley and Harry Brown decided that the key to success was to innovate. In 1923, the company struck gold with a crunchy, log-shaped candy piece infused with butter and coated with chocolate and diced almonds. This delicious confection was dubbed Almond ROCA by a Tacoma librarian.

The company introduced the now famous pink tin in 1927, extending the product’s shelf life three-fold. This spurred worldwide sale of Almond ROCA Buttercrunch. Word spread quickly about this foil-wrapped luxury confection, and when American troops introduced Almond ROCA overseas during World War II, the distinctive pink tin and gold foil wrapping made a lasting impression.

The 1950’s and 1960’s were a period of growth throughout America, and the Northwest was no exception. Brown & Haley continued to grow, supplying a full range of confections to retailers across the country, with an emphasis on the West Coast.

Advertising in this period evolved from posters and placards to magazines and television. The company began to spread its marketing wings with a mix of elegant and cheeky campaigns. The most memorable slogan of all, though, dates to the early days. “Brown & Haley makes ‘em daily (‘cept Sunday)”.

Beginning in the late 1970’s, the chocolate marketplace changed dramatically. Local retailers became regional and then national. Network television led to national television advertising and national brands. The days of a company salesman calling on every store and providing 40 different chocolate items were ending.

Once again, Brown & Haley responded by focusing its energy on the Almond ROCA and MOUNTAIN Brands. Throughout the 1980’s investments were made to increase production capacity. At the same time, the company was gradually narrowing its product line.

In an exclusive arrangement with Starbucks in 2002, Mocha ROCA was introduced. The company’s R & D team had experimented with different ROCA flavors, but until then, only company employees were able to enjoy these treats. This new era of flavors for the ROCA brand let customers choose how to enjoy America’s Finest Confection.

In 2012, Brown & Haley’s centennial year, marked a renaissance for the ROCA brand: all-natural ingredients, new pink packaging, a new logo and two new flavors, Dark Chocolate ROCA and Peppermint ROCA. Award-winning Dark ROCA Buttercrunch features cocoa powder and rich dark chocolate. Dark Chocolate Peppermint ROCA is a delightful blend of holiday flavors. Fans around the world have good reason to look forward to the next hundred years.

In 1915, the Mount Tacoma Bar was first marketed by Brown & Haley. The timing was fortunate. With the emergence of war in Europe, nearby Camp Lewis (now Joint Base Lewis McCord) swelled with doughboys training to fight over seas.

The soldiers had a collective sweet tooth, and Brown & Haley happily supplied them with everything from taffy chews to the new Mount Tacoma Bar.

To make the bar, Dippers rolled a fondant vanilla center using their hands. The Dipper then immersed the fondant in a puddle of tempered chocolate mixed with freshly ground peanuts. After the bar was finished, it was deposited on a wax card and put in a blue, hand-folded box that had a picture of Mount Tacoma (now Mt. Rainier) on it.

By 1923 the name of the bar had changed to just plain “Mountain” due to the fact that sales were spreading beyond Tacoma, and the name “Mount Tacoma” conflicted with the name used in Seattle - Mount Rainier.

With a shortage of sugar during World War ll, Brown & Haley focused on producing and manufacturing its leading brands, Almond ROCA and Mountain.

Shortly thereafter, the company renamed Cherry Bounce (one of its other candy bars) to Cherry MOUNTAIN Bar.

The Peanut Butter MOUNTAIN Bar was introduced many years later in 1972. 

MOUNTAIN Bars are no longer made by hand - state of the art equipment turns out 592 per minute.