Have you ever wondered what happens when a sweet tooth meets entrepreneurial spirit? It’s like that moment when you accidentally combine chocolate with your peanut butter—something magical occurs. That’s essentially what happened in Tacoma, Washington, over a century ago, when two gentlemen with complementary passions crossed paths at a local church. What followed wasn’t just another business venture; it was the beginning of a confectionery empire that would put Tacoma on the map for something other than rain and lumber.

Walking through Tacoma today, you might catch the enticing aroma of butter, chocolate, and almonds wafting through the air. That’s not your imagination playing tricks on you—that’s the real-deal scent of history being made daily at the Brown & Haley factory. It’s the same aroma that has been teasing the senses of Tacoma residents since the early 1900s.

What started in a converted shoe factory continues to produce sweet treats that have traveled from this modest Pacific Northwest city to fancy gift shops in 65 countries. Not bad for a hometown operation, right?

A Sweet Legacy: The History of Brown & Haley

In 1908, Harry L. Brown, a man with an insatiable passion for candy-making, met J.C. Haley, a business-minded individual, at a church in Tacoma. Their chemistry was undeniable, and by 1912, they had formalized their partnership, laying the groundwork for what would become one of America’s most beloved confectionery companies.

Initially operating under the name Oriole Candy Company in 1914, Brown and Haley quickly established themselves as innovative confectioners. By 1919, they had outgrown their original space and purchased a shoe factory in Tacoma, converting it into a candy-making facility. This wasn’t just any facility—it was the very same location where ROCA is still produced today.

Consider this: in a world where businesses come and go faster than you can say “sugar rush,” this company has been making candy in the exact location for over a century. It’s like finding out your favorite restaurant has been using the same secret recipe since your grandparents went there on their first date. There’s something wonderfully comforting about that kind of consistency.

Almond ROCA: From Tacoma to the World

Following World War I, Brown and Haley realized that innovation would be their ticket to success in the competitive candy industry. In 1923, they struck gold—with a crunchy, log-shaped confection infused with butter and coated with chocolate and diced almonds. A local Tacoma librarian dubbed this delicious creation “Almond ROCA,” and the name stuck faster than the candy could stick to your teeth. It’s like they discovered the confectionery equivalent of electricity—one bite, and people were instantly intrigued.

The introduction of the now-iconic pink tin in 1927 was a pivotal moment, extending the product’s shelf life threefold and enabling worldwide distribution. When American troops introduced Almond ROCA overseas during World War II, the distinctive packaging and unforgettable taste made a lasting impression globally.

By the 1990s, Almond ROCA had become the largest exported gift candy in the United States, reaching 65 countries worldwide. Not too shabby for a candy created in a converted shoe factory in Tacoma, right? It’s like watching a local band suddenly hit the international charts—except this hit has been playing on repeat for nearly a century.

MOUNTAIN Bars: A Northwest Tradition

While Almond ROCA may be the international star of the Brown & Haley lineup, the MOUNTAIN Bar holds a special place in Northwest candy history. First marketed in 1915 as the Mount Tacoma Bar, this confection emerged at a particularly opportune time. With Europe embroiled in World War I, nearby Camp Lewis (now Joint Base Lewis McChord) was filled with soldiers training to serve overseas. These doughboys, blessed with collective sweet teeth, fell hard for the bar, establishing it as a regional favorite faster than you can say “sugar rush.”

The early production of the MOUNTAIN Bar was a hands-on affair that would make modern food safety inspectors break out in hives. Dippers literally used their hands to roll a vanilla fondant center, which they then immersed in tempered chocolate mixed with freshly ground peanuts. The finished product was placed on a wax card and tucked into a blue, hand-folded box adorned with an image of Mount Tacoma.

By 1923, as sales expanded beyond the immediate area, the name was changed to simply “MOUNTAIN Bar” to avoid the regional naming controversy between Tacoma’s Mount Tacoma and Seattle’s preferred Mount Rainier designation. It’s like when your friend changes their name after moving to a new city—same great personality, slightly different packaging.

Innovation and Craftsmanship: Brown & Haley Today

Today’s Brown & Haley operation seamlessly blends century-old traditions with modern innovation. The company still insists on premium ingredients, maintaining the quality standards established by its founders. Behind the scenes, skilled confectioners known as ROCA Masters work their magic, creating the perfect butter-crunch toffee that has delighted generations. It’s like watching master artisans perform—except instead of violins, these craftsmen wield copper kettles and thermometers, and their work results in perfectly executed confections.

While honoring tradition, Brown & Haley continues to innovate. In spring 2020, they introduced ROCA Bites, quickly establishing them as fan favorites. The company’s focus on premium ingredients and sustainability ensures they’re not just preserving the past but building for the future.

Today’s production is a far cry from the hand-dipping days—modern MOUNTAIN Bars, for instance, roll off state-of-the-art equipment at a rate of 592 per minute. That’s enough to get anyone excited just thinking about it! Yet despite the technological advances, every piece still carries the essence of what made Brown & Haley special from the beginning: quality ingredients, careful craftsmanship, and that indefinable something that transforms mere candy into a cherished tradition.

From a chance meeting at a Tacoma church to international candy fame, the Brown & Haley story reads like the sweetest American dream. For over a century, this company has been crafting more than just confections—they’ve been creating memories, traditions, and little moments of joy wrapped in foil and tucked into distinctive packaging. When you unwrap an Almond ROCA or bite into a MOUNTAIN Bar, you’re not just enjoying candy; you’re participating in a living piece of Pacific Northwest history.

As Brown & Haley enters its second century of operation, it stands as a testament to what happens when passion meets purpose, when tradition embraces innovation, and when quality remains non-negotiable. The converted shoe factory in Tacoma continues to pump out sweet creations daily, perfuming the air with the scent of butter and chocolate.

In a world where businesses come and go with dizzying speed, there’s something profoundly comforting about the enduring presence of Brown & Haley in Tacoma’s landscape—like a sweet, reliable friend who’s always there with just the treat you need, exactly when you need it.

 

 

Sources: brown-haley.com, Brown & Haley Google My Business Page
Header Image Source: Brown & Haley Google My Business Page