Brick & Stone Episode 5 | Almond Roca Factory
Brick and Stone: Celebrating Tacoma's Architectural Legacy
Episode 5: Almond Roca Factory
From humble beginnings to a timeless classic! Who can forget those iconic pink tins? They've been the symbol of sharing sweetness for generations.
From Tacoma to every corner of the globe, their decadent confections have won hearts worldwide. It's the candy that brings people together. Its humble factory holds such a special place in our hearts, reminding us of the joy in sharing moments and making memories. Tacoma's very own ALMOND ROCA® tells the sweet story of turning almonds into gold.
To tell the Almond Roca story, we must travel back in time 100 years, when confectioner Harry Brown innovatively concocted a butter-crunch toffee log, encrusted in milk chocolate and sprinkled with chopped almonds. Pleased with his candy creation, Brown handed out samples to Tacoma residents. A Tacoma Public Library librarian by the name of Jacqueline Noel tried it and suggested it be named Almond Roca due to its somewhat rock-like crunch. Fittingly enough, many of the almonds at the time were being imported from Spain - “roca” being a Spanish word for “rock”, the candy was dubbed Almond Roca.
Brown having owned a candy store, met Jonathan Haley at church. Haley at the time was a sales representative for the Schilling Spice Company. The pair decided to join forces and began their business ventures together in 1912, creating Oriole Candy Company, the predecessor to Brown & Haley, in 1914.
Haley oversaw sales and marketing, while Brown assumed responsibility for product development. The log-shaped, bite-sized treats allowed for individual wrapping giving the candy its iconic gold foil wrapping which would later become its signature look. In the beginning, Almond Roca was shipped in traditional cardboard candy boxes or sometimes decorative wooden boxes adorned with photos of the Northwest. The company pivoted in 1927 to begin shipping in sealed airtight tins to ensure the candy’s freshness, marketing with the slogan “The Candy That Travels”. The tins were to be opened with an accompanying key that when turned, pulled back a thin strip of sealing material, revealing the gold nuggets. Paired with the tagline “Candy so good we lock it up tight”, Brown & Haley were able to create a unique candy experience that set them apart from other confectioners at the time.
In the beginning, during World War I, Brown & Haley’s confections became wildly popular among local soldiers stationed at Camp Lewis (what is now called Joint Base Lewis-McChord) which wasn’t far from the company’s Tacoma factory. Later, during World War II, Almond Roca was shipped to American soldiers overseas and eventually Korea. The candy's chocolate coating and airtight tins made for a treat that could last an extended shelf life. During this tumultuous time, sugar was strictly rationed. What could have posed a serious threat, turned into something incredibly sweet. The United States War Department selected Almond Roca as one of the American products that would be available in the United States canteens around the world, ensuring the company with a sufficient supply of sugar to maintain production. This led to widespread overseas exposure for Brown & Haley and thus, Almond Roca’s international love affair began. From soldiers to celebrities, everyone wanted to get their hands on this sought-after sweet.
By 2016 a whopping 40% of all confections being made by Almond Roca were exported, making Brown & Haley the highest-volume confectionary exporter in the entire United States! Today, Brown & Haley’s Almond Roca factory still stands strong, with its iconic neon sign, in the same spot it started all those years ago. In fact, the original sign was just recently replaced with an exact replica made by the same sign company that made the original! Almond Roca decided to hold the monumental reveal of the new sign on their 100th anniversary celebration on October 10, 2023, which was also deemed Almond Roca Day by the City of Tacoma!
So next time you nibble on that irresistible bite, remember that almond Roca is more than a candy; it's a sweet slice of Tacoma history, bringing happiness in the form of chocolate to those around the globe!
Today, Brown & Haley’s Almond Roca factory still stands strong with its iconic neon sign in the same spot it started all those years ago. In fact, the original sign was just recently replaced with an exact replica made by the same sign company that made the original! Almond Roca decided to hold the monumental reveal of the new sign on their 100th anniversary celebration on October 10, 2023, which was also deemed Almond Roca Day by the City of Tacoma!
