Ethel M Chocolates Explained

Founded:1981
Founder:Forrest Mars Sr.
Hq Location City:Henderson, Nevada
Num Locations:10
Area Served:Las Vegas, Nevada
Glendale, California
Products:Chocolate
Owner:Mars Inc.

Ethel M Chocolates is an American chocolate manufacturer and retailer, based in Henderson, Nevada.[1] It was founded by Forrest Mars Sr. in 1981, and is named after his mother, Ethel Mars. The company produces preservative-free chocolates using her recipes. It has been owned by Mars Inc. since 1988.

History and products

Ethel M Chocolates was founded by Forrest Mars Sr., who previously oversaw Mars Inc., known for its candy products. Mars retired from the eponymous company in 1973,[2] but soon grew bored.[3] In 1979, he was planning a new candy venture named after his mother, Ethel Gale Mars (nee Kissack). Mars and his mother had moved to the Las Vegas Valley in 1975, and she lived there until her death in April 1980, at the age of 97.[4]

The company's factory began operations in March 1981, in Henderson, Nevada, part of the Las Vegas Valley.[5] [6] [7] Retail stores were established throughout the area, and eventually in other states.[7] The chocolates are made without preservatives, using recipes created by Ethel Mars.[8] Because the chocolates lack preservatives, they have a short shelf-life. As such, the tourist-driven Las Vegas Valley was deemed ideal for quick product sales.[9] Henderson was also chosen because of its lack of pollution, as chocolate is susceptible to odors.[10]

Ethel M quickly became popular for its liqueur-filled chocolates, which accounted for 5 of the 24 varieties offered at the time. The liqueur candies were sold only in Nevada,[11] one of two states allowing large quantities of liquor in candy, the other being Kentucky.[12] [13] [14] This was another factor for establishing the business in Nevada.[15]

Within a few years, retail stores were opened in northern California.[16] Ethel M soon had annual sales of $150 million, generated through 70 stores throughout the western United States. Ethel M was purchased by Mars Inc. in 1988,[2] [17] and Mars himself soon moved to Miami.[18] By 1991, Ethel M had 50 stores across Arizona, California, and Nevada.[19] Further states were excluded, due to the negative effects that long shipping times had on the chocolates.[7] Ethel M had 500 workers as of 2003, and was among the largest manufacturing employers in Henderson. It had 15 retail outlets at that time, 13 of them in Nevada.[20]

In 2005, Mars Inc. debuted a series of chocolate lounges in the Chicago area under the name Ethel's Chocolate Lounge. The concept capitalized on a growing trend of chocolate lounges around the U.S.[21] This was accompanied by the launch of Ethel's Chocolates, a high-end line distinct from the more affordable Ethel M brand. These chocolates, also made in Henderson, were sold online and at Ethel's Chocolate Lounges.[22] The first Nevada-based lounge was opened in 2006, at the Fashion Show Mall on the Las Vegas Strip.[23] [24] The Chicago lounges underperformed during the Great Recession, and were closed in 2009.[25] [26]

In 2017, Ethel M revived two chocolate bar varieties: Mars, which had been discontinued in 2002; and Forever Yours, discontinued in 1979.[27] [28]

Ethel M partnered with the Vegas Golden Knights hockey team in 2017, a deal which included featuring its chocolate at games.[29] Ethel M, in celebration of its 40th anniversary, also sponsored NASCAR driver Kyle Busch and his No. 18 Toyota Camry race car in the 2021 Pennzoil 400 race in Las Vegas,[30] [31] and would do so again for the 2022 event.[32]

As of 2024, Ethel M has nine retail locations throughout the Las Vegas Valley, and one at the Glendale Galleria in Glendale, California. The chocolates are also sold at select businesses around the U.S. and through the company's website.[33]

Factory and cactus garden

The Ethel M Chocolates Factory is located at 2 Cactus Garden Drive in Henderson, and is a popular attraction.[34] A portion of the factory interior is open to the public for free self-guided tours,[35] with windows providing a view of the chocolate-making process.[36] The facility also includes a retail store for the company's products,[37] and a chocolate and wine-tasting room.[38] As of 2011, the factory received 700,000 visitors a year.[39]

As of 2016, the factory produces approximately 8 million pieces of chocolate annually.[40] Various fillings are also produced on-site, including peanut butter, caramel,[39] and various fruit-based creams.[16] It is the sole production facility for Ethel M products.[41] From 1996 to 2003, the factory also produced seasonal candies for other brands owned by Mars Inc., including Dove, Milky Way, and Snickers.[42] In addition, it has served as a test kitchen for new Mars candies.[41] Mars himself had an apartment above the factory, where he lived during the 1980s while overseeing the company.[43] [44] The apartment was later converted into office and work space.[40]

Adjacent to the factory is Ethel M's 3acres Botanical Cactus Garden, also open for free self-guided tours.[45] [46] It includes more than 300 cactus and desert plant species.[40] The garden opened in September 1981, and averaged 300 to 400 visitors per day during its early years.[47] Since 1994, the cactus garden has been decorated at the end of each year with holiday lights to celebrate Christmas.[48] [49] [50] Early on, the display included approximately 50,000 lights.[48] [51] This later grew to 500,000, with the display taking two months to complete.[52] [53] [54] Since 2015, the cactus garden has also been lit up for Valentine's Day with the "Lights of Love" display.[55] [56]

In the mid-1990s, Ethel M added an on-site water treatment facility for the factory's dirty dishwater, which is re-used for landscaping. The treatment facility was incorporated into the cactus tour.[57] [58] In 2011, a 4.4acres solar panel garden was built to help power the chocolate factory.[59] [60] As of 2016, the factory and cactus garden receive approximately 1 million visitors each year.[40]

See also

External links

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Notes and References

  1. News: Terry . Robert J. . The Stanley Cup Final has created divided chocolate loyalties at Mars . October 1, 2024 . Washington Business Journal . May 30, 2018 . Ethel M Chocolates, meanwhile, started partnering with the Las Vegas Golden Knights. That Mars subsidiary is headquartered in Henderson, Nevada..
  2. News: Saporito . Bill . Uncovering Mars' Unknown Empire . October 2, 2024 . money.cnn.com . September 26, 1988.
  3. News: Mars Joins Galaxy of Famous Entrepreneurs . October 2, 2024 . Washington Post . March 19, 1984.
  4. News: Ethel G. Mars obituary . Ventura County Star-Free Press . April 20, 1980 . October 2, 2024 . Newspapers.com . subscription.
  5. News: Ethel M Chocolates Opens New Airport Shoppe . Henderson Home News . February 2, 1982 . October 1, 2024 . 5.
  6. News: On Tour . Las Vegas Review-Journal . April 8, 1981 . September 30, 2024 . subscription.
  7. News: Morrison . Jane Ann . The mysterious candy man . Reno Gazette-Journal . October 20, 1986 . October 2, 2024 . Newspapers.com . subscription.
  8. Book: Brenner, Joël Glenn . The Emperors of Chocolate: Inside the Secret World of Hershey and Mars . 1999 . Random House . 978-0-679-42190-0 . October 2, 2024 . 324.
  9. News: Rotary Club News . Henderson Home News . August 13, 1981 . September 30, 2024 . 31.
  10. News: Stafford . Mary . New Candy Factory to Locate Here . Henderson Home News . July 26, 1979 . September 30, 2024 . 1.
  11. News: Macy . Robert . Candy bar czar finds the ultimate 'ummm' for Vegas . Daily Times-Advocate . Associated Press . March 2, 1983 . October 1, 2024 . Newspapers.com . subscription.
  12. News: Candy tycoon strives for ultimate in chocolates . The Lima News . October 29, 1981 . October 1, 2024 . Newspapers.com . subscription.
  13. News: King of candy seeks sweet immortality . Detroit Free Press . March 13, 1984 . October 1, 2024 . Newspapers.com . subscription.
  14. News: Forrest Mars Sr., founder of Nevada candy business and M&Ms, dies at 95 . September 30, 2024 . Las Vegas Sun . July 2, 1999.
  15. News: Candy and Cactus Get Along Fine Together . Fort Worth Star-Telegram . November 16, 1986 . October 1, 2024 . Newspapers.com . subscription.
  16. News: It's impossible to pass Ethel M . Berkeley Gazette . December 21, 1983 . October 1, 2024 . Newspapers.com . subscription.
  17. Book: Allen, Lawrence . Chocolate Fortunes . 2010.
  18. News: Smith . Hubble . Mars, king of candies, dies at 95 . Las Vegas Review-Journal . July 3, 1999 . https://web.archive.org/web/19991103061514/http://www.lvrj.com/lvrj_home/1999/Jul-03-Sat-1999/news/11493900.html . November 3, 1999.
  19. News: Brooks . Nancy Rivera . After 70 Years, Success Is Sweet to See's Candies . September 30, 2024 . Los Angeles Times . May 10, 1991.
  20. News: Success is sweet for candy chief . Las Vegas Business Press . December 17, 2004 . September 30, 2024 . subscription.
  21. News: 'Chocolate lounges' beginning to take hold . September 30, 2024 . NBC News . Associated Press . February 13, 2006.
  22. News: Chocolate Craze: Ethel's Chocolates caters to those who crave a taste of luxury on the palate . Las Vegas Review-Journal . June 17, 2006 . https://web.archive.org/web/20060628013241/http://www.reviewjournal.com/lvrj_home/2006/Jun-17-Sat-2006/news/7985120.html . June 28, 2006.
  23. News: Robison . Jennifer . Chocolate Bliss: Ethel M opens sweet lounge at Fashion Show mall . Las Vegas Review-Journal . September 27, 2006 . http://web.archive.org/web/20061128022500/http://www.reviewjournal.com/lvrj_home/2006/Sep-27-Wed-2006/business/9887687.html . November 28, 2006.
  24. News: Robison . Jennifer . Ethel's lounges give hometown brand upscale flavor . Las Vegas Review-Journal . March 1, 2007 . https://web.archive.org/web/20070304204401/http://www.reviewjournal.com/lvrj_home/2007/Mar-01-Thu-2007/news/12860788.html . March 4, 2007.
  25. Web site: Streit . Meghan . Mars closing local Ethel's Chocolate stores . Crain's . October 2, 2024 . April 6, 2009.
  26. Web site: Ethel's Chocolate closes five stores . Snack and Bakery . September 30, 2024 . May 6, 2009.
  27. Web site: Kramer . Jillian . The Original Mars Bar Is Back . Food & Wine . October 2, 2024 . September 27, 2017.
  28. News: Knapp Rinella . Heidi . Ethel M Chocolates revives Mars Bar, Forever Yours candy bars . October 2, 2024 . Las Vegas Review-Journal . October 4, 2017.
  29. News: Business Briefs: Store openings, expansions, sponsorships . October 2, 2024 . Las Vegas Business Press . December 18, 2017.
  30. News: Kyle Busch shares memories of Ethel M Chocolates . October 2, 2024 . KSNV . Associated Press . March 6, 2021.
  31. News: Kantowski . Ron . Kyle Busch's sweet new paint job for Pennzoil 400 . October 2, 2024 . Las Vegas Review-Journal . March 2, 2021.
  32. News: Ethel M Chocolates returns as main sponsor for Kyle Busch at Las Vegas NASCAR race . October 2, 2024 . KSNV . March 1, 2022.
  33. Web site: Store Locations . Ethel M Chocolates . October 2, 2024.
  34. News: Miyasato . Kiko . Ethel M Chocolates Factory & Cactus Garden offers a sweet escape in the Las Vegas Valley . October 2, 2024 . Las Vegas Magazine . September 9, 2024.
  35. News: White . Ken . Short and Sweet: Ethel M's 20-minute tour draws chocolate lovers to Henderson . Las Vegas Review-Journal . March 6, 1998 . September 30, 2024 . subscription.
  36. News: Przybys . John . Making chocolate candy special is a calling for chefs at Ethel M factory . Las Vegas Review-Journal . February 14, 2001 . https://web.archive.org/web/20020108044407/http://www.lvrj.com/lvrj_home/2001/Feb-14-Wed-2001/living/15413057.html . January 8, 2002.
  37. News: Ethel M opens new airport stores . Henderson Home News . December 22, 1994 . September 30, 2024 . B10.
  38. News: Burt . Natalie . Chocolate factory a staple in Henderson family's life . September 30, 2024 . Las Vegas Review-Journal . February 11, 2020.
  39. News: Lyle . Michael . Ethel M Chocolates is celebrating its 30th anniversary . September 30, 2024 . Las Vegas Review-Journal . July 4, 2011.
  40. News: Lilly . Caitlin . Ethel M Chocolates in Henderson celebrating 35th anniversary . September 30, 2024 . Las Vegas Review-Journal . June 8, 2016.
  41. News: Shine . Conor . After 30 years, Ethel M celebrates its sweet sameness . September 30, 2024 . Las Vegas Sun . September 8, 2011.
  42. News: Jones . Chris . Ethel M to shed workers in Henderson . Las Vegas Review-Journal . June 17, 2003 . https://web.archive.org/web/20041130120553/http://www.reviewjournal.com/lvrj_home/2003/Jun-17-Tue-2003/business/21543253.html . November 30, 2004.
  43. News: Legend of billionaire candy king recounted . September 30, 2024 . Las Vegas Sun . July 6, 1999.
  44. News: Dostal . Erin . Chocolate heaven thanks to Ethel M . September 30, 2024 . Las Vegas Sun . September 19, 2011.
  45. Web site: Visit Our Botanical Cactus Garden . Ethel M . October 2, 2024.
  46. Web site: Karuga . James . 2022-07-16 . Nevada's Largest Botanical Cactus Garden Is Right Outside The Vegas Strip . 2022-07-21 . TheTravel . en-US . July 21, 2022 . https://web.archive.org/web/20220721201923/https://www.thetravel.com/visit-the-largest-botanical-cactus-garden-in-nevada/ . live .
  47. Web site: Dickensheets . Scott . Cactus garden attracts hundreds of visitors a day . Henderson Home News . July 24, 1986 . October 2, 2024 . 1, 12.
  48. News: Cactus garden is winter wonderland . Henderson Home News . December 5, 1995 . October 2, 2024 . 1.
  49. News: Ethel M plans celebration to open holiday light display . Las Vegas Review-Journal . November 10, 2002 . September 30, 2024 . subscription.
  50. News: Kulin . Dan . Cactus Garden's holiday trimmings a desert delight . September 30, 2024 . Las Vegas Sun . November 22, 2002.
  51. News: Collier . Lynn . Ethel M lights up garden with 50,000-light display . Las Vegas Review-Journal . December 16, 1998 . September 30, 2024 . subscription.
  52. News: Ahmed . Aida . Chocolate factory's cactus garden lights a beacon for holiday cheer . October 2, 2024 . Las Vegas Sun . November 13, 2011.
  53. News: Stringing lights on a cactus garden is labor of love . October 2, 2024 . Las Vegas Review-Journal . November 7, 2017.
  54. News: Katsilometes . John . Over 5,000 attend Ethel M's Cactus Garden lighting ceremony in Las Vegas Valley . October 2, 2024 . Las Vegas Review-Journal . November 7, 2018.
  55. News: Ethel M Chocolates lights up for love . October 2, 2024 . Las Vegas Review-Journal . February 14, 2017.
  56. News: Lilly . Caitlin . Ethel M to light up Cactus Garden for Valentine's Day . October 2, 2024 . Las Vegas Review-Journal . January 19, 2024.
  57. News: Streeter . Kathy . Ethel M plans water treatment . Henderson Home News . November 15, 1994 . October 2, 2024 . 1, 14.
  58. News: Candy company's water project deserves kudos . Henderson Home News . November 17, 1994 . October 2, 2024 . 4.
  59. News: Shine . Conor . Solar garden now powering Ethel M's chocolate factory in Henderson . September 30, 2024 . VegasInc . February 23, 2012.
  60. News: Lyle . Michael . Ethel M Chocolates opens a solar garden . September 30, 2024 . Las Vegas Review-Journal . March 6, 2012.

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