Our Family Story

At Brown & Haley, we are the proud maker of some of America’s most beloved confections.

For over 100 years, we’ve been crafting decadent treats in our Tacoma factory that have stood the test of time, with flavors to suit any taste and occasion. From classic Almond ROCA to our treasured Mountain Bars, our products have become part of family traditions world-wide. 

Not only have our popular Almond ROCA gift tins delighted the world since 1923, but it became the largest exported gift candy in the United States in the 1990's. Today, ROCA is exported to 65 countries worldwide. A new fan favorite, ROCA Bites, was introduced in the spring of 2020, and we continue to innovate new products with a focus on premium ingredients and sustainability.

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  • Harry L. Brown (who had a love for making candy) and J. C. Haley (who had a love for business) meet at church in Tacoma, Washington in 1908 and founded their business partnership in 1912.

    1912

    Harry L. Brown (who had a love for making candy) and J. C. Haley (who had a love for business) meet at church in Tacoma, Washington in 1908 and founded their business partnership in 1912.

  • Brown & Haley incorporated in 1914 under the name Oriole Candy Company.

    1914

    Harry L. Brown and J. C. (Jonathan Clifford) Haley incorporate their business partnership under the name Oriole Candy Company.

  • Mountain® Bars advertisement.

    1915

    Brown and Haley begin marketing the Mount Tacoma Bar (the name was later changed to MOUNTAIN Bar).

    A favorite with the troops at nearby Camp Lewis (now named Joint Base Lewis McCord).

    Read More MOUNTAIN Bar History.

  • Brown & Haley factory 1919.

    1919

    Brown and Haley purchases a shoe factory in Tacoma and converts it into their new manufacturing plant where ROCA is still produced today.

  • Almond Roca is packaged in the now famous pink tin.

    1927

    Almond ROCA is placed in the now famous pink tin, extending its shelf-life, making the product export ready.

    The first sale was to Canada in 1927, and then to the Philippines in 1929.

  • Almond Roca® is known as the candy that travels.

    1930 - 1950

    Almond ROCA becomes known as the “Candy that Travels”. During World War II, Brown & Haley supplies the United States soldiers with Almond ROCA, spurring its popularity overseas.

  • Almond Roca® famous pink tin 1950.

    1950 - 1960

    Almond ROCA develops a broad following among adventurers and world travelers. Sir Edmund Hillary even carried Almond ROCA on an ascent of Mt. Everest. Not surprisingly, it didn’t last until summit!

  • Almond Roca is exported to Japan in 1962.

    1960

    Brown & Haley exports Almond ROCA to Japan where the fine confection wrapped in gold foil becomes recognized as an exceptional treat.

  • The Peanut Butter Mountain® Bar.

    1972

    Brown & Haley continues to innovate new products, and the Peanut Butter MOUNTAIN Bar is born.

  • Brown & Haley produces 400,000 lbs of Roca® daily in the early 1980’s.

    1980 - 1985

    Brown & Haley narrows their product line and focuses on productivity, increasing production to 40,000 lbs of ROCA daily, and exports 20% of their total production.

  • Brown & Haley® exports Almond Roca® to Cina in 1988.

    1988

    Brown & Haley exports Almond ROCA to China. In a culture that places an emphasis on family and gift giving, the famous pink tin filled with ROCA has phenomenal success in the Chinese market.

  • Almond Roca® production.

    1990 - 2000

    Almond ROCA is sold in sixty-three countries and is ranked as the largest exported gift candy in the United States. The company produces up to 800,000 pieces of candy daily.

  • Mocha Roca

    2002

    Mocha ROCA is introduced.

  • The new Roca waterfall packaging design.

    2012

    Brown & Haley celebrates 100 years of business. The ROCA packaging and company logo are given a fresh look. Brown and Haley produces 2.1 million pieces of ROCA daily. 40% of sales come from abroad. Dark ROCA makes it’s debut.

  • Brown & Haley factory.

    2017

    Brown & Haley places 41 in the Candy Industry’s top 60 of candy manufacturers and distributors in the United States.

  • Three Million Roca® are produced daily.

    2018

    Brown & Haley increases production with the installation of a new production line, increasing their production capacity to 3 million ROCA produced each day.

  • ROCA® Bites.

    2020

    Brown & Haley introduces ROCA BITES made with 100% sustainably sourced cacao.

Almond ROCA History

The Post War Years

  • A partially unwrapped almond-flavored candy bar with chopped almonds inside, placed on a pink surface.

    Post: World War One

    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.

  • Vintage Pink cylindrical tin container labeled Almond Roca candy with a black and gold emblem on the lid, placed on a black background.

    A Famous Tin is Born

    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.

  • A collection of vintage Almond Roca products, including a box of Almond Roca, a whole almond Roca bar, two BITS snack bars, and a smaller box, arranged on a pink background.

    Brown and Haley 1950 - 1960

    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.

  • Decorative white cardboard box with black text reading 'Brown & Haley makes 'em daily (except Sunday)' and floral designs on the sides.

    Advertising Evolved

    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)”.

  • Vintage MOUNTAIN Bar package, orange and beige packaged peanut butter with the brand name Brown & Haley.

    The Modern Era

    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.

  • Roca Mocha Buttercrunch log with chopped nuts, coffee beans, and a wrapped chocolate bar labeled 'Mocha Roca'.

    Mocha Roca Buttercrunch

    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.

  • Assorted Roca chocolate products including Almond Roca Stand-up Box, Macadamia Gift Box, Cashew Canister, Mocha Roca Stand-up Box, and Dark Roca Canister, Keepsake Tin including Space Need, ferry, Moutain Rainier.

    100 Years of Brown and Haley

    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.