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Ethel M Chocolates is an American chocolate manufacturer and retailer, based in Henderson, Nevada. 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, but soon grew bored. 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.

The company's factory began operations in March 1981, in Henderson, Nevada, part of the Las Vegas Valley. Retail stores were established throughout the area, and eventually in other states. The chocolates are made without preservatives, using recipes created by Ethel Mars. 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. Henderson was also chosen because of its lack of pollution, as chocolate is susceptible to odors.

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, one of two states allowing large quantities of liquor in candy, the other being Kentucky. This was another factor for establishing the business in Nevada.

Within a few years, retail stores were opened in northern California. 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, and Mars himself soon moved to Miami. By 1991, Ethel M had 50 stores across Arizona, California, and Nevada. Further states were excluded, due to the negative effects that long shipping times had on the chocolates. 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.

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. 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. The first Nevada-based lounge was opened in 2006, at the Fashion Show Mall on the Las Vegas Strip. The Chicago lounges underperformed during the Great Recession, and were closed in 2009.

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

Ethel M partnered with the Vegas Golden Knights hockey team in 2017, a deal which included featuring its chocolate at games. 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, and would do so again for the 2022 event.

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.

Factory and cactus garden

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

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

Adjacent to the factory is Ethel M's 3-acre (1.2 ha) Botanical Cactus Garden, also open for free self-guided tours. It includes more than 300 cactus and desert plant species. The garden opened in September 1981, and averaged 300 to 400 visitors per day during its early years. Since 1994, the cactus garden has been decorated at the end of each year with holiday lights to celebrate Christmas. Early on, the display included approximately 50,000 lights. This later grew to 500,000, with the display taking two months to complete. Since 2015, the cactus garden has also been lit up for Valentine's Day with the "Lights of Love" display.

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. In 2011, a 4.4-acre (1.8 ha) solar panel garden was built to help power the chocolate factory. As of 2016, the factory and cactus garden receive approximately 1 million visitors each year.

See also

• See's Candies

Notes

1. Not to be confused with his father's second wife, Ethel V. Mars (nee Healy).

References

1. Terry, Robert J. (May 30, 2018). "The Stanley Cup Final has created divided chocolate loyalties at Mars". Washington Business Journal. Retrieved October 1, 2024. Ethel M Chocolates, meanwhile, started partnering with the Las Vegas Golden Knights. That Mars subsidiary is headquartered in Henderson, Nevada.
2. ^ Saporito, Bill (September 26, 1988). "Uncovering Mars' Unknown Empire". money.cnn.com. Retrieved October 2, 2024.
3. "Mars Joins Galaxy of Famous Entrepreneurs". Washington Post. March 19, 1984. Retrieved October 2, 2024.
4. ^ Stafford, Mary (July 26, 1979). "New Candy Factory to Locate Here". Henderson Home News. p. 1. Retrieved September 30, 2024.
5. ^ Karuga, James (July 16, 2022). "Nevada's Largest Botanical Cactus Garden Is Right Outside The Vegas Strip". TheTravel. Archived from the original on July 21, 2022. Retrieved July 21, 2022.
6. Clayman, Andrew (March 8, 2021). "Mars Inc., est. 1911". Made-in-Chicago Museum. Retrieved October 2, 2024.
7. "Ethel G. Mars obituary". Ventura County Star-Free Press. April 20, 1980. Retrieved October 2, 2024 – via Newspapers.com.
8. "Ethel M Chocolates Opens New Airport Shoppe". Henderson Home News. February 2, 1982. p. 5. Retrieved October 1, 2024.
9. "On Tour". Las Vegas Review-Journal. April 8, 1981. Retrieved September 30, 2024.
10. ^ Morrison, Jane Ann (October 20, 1986). "The mysterious candy man". Reno Gazette-Journal. Retrieved October 2, 2024 – via Newspapers.com.
11. ^ Lyle, Michael (July 4, 2011). "Ethel M Chocolates is celebrating its 30th anniversary". Las Vegas Review-Journal. Retrieved September 30, 2024.
12. ^ Dostal, Erin (September 19, 2011). "Chocolate heaven thanks to Ethel M". Las Vegas Sun. Retrieved September 30, 2024.
13. ^ Brenner, Joël Glenn (1999). The Emperors of Chocolate: Inside the Secret World of Hershey and Mars. Random House. p. 324. ISBN 978-0-679-42190-0. Retrieved October 2, 2024.
14. "Rotary Club News". Henderson Home News. August 13, 1981. p. 31. Retrieved September 30, 2024.
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19. "Candy and Cactus Get Along Fine Together". Fort Worth Star-Telegram. November 16, 1986. Retrieved October 1, 2024 – via Newspapers.com.
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27. "'Chocolate lounges' beginning to take hold". NBC News. Associated Press. February 13, 2006. Retrieved September 30, 2024.
28. Robison, Jennifer (September 27, 2006). "Chocolate Bliss: Ethel M opens sweet lounge at Fashion Show mall". Las Vegas Review-Journal. Archived from the original on November 28, 2006.
29. Robison, Jennifer (March 1, 2007). "Ethel's lounges give hometown brand upscale flavor". Las Vegas Review-Journal. Archived from the original on March 4, 2007.
30. Streit, Meghan (April 6, 2009). "Mars closing local Ethel's Chocolate stores". Crain's. Retrieved October 2, 2024.
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33. Knapp Rinella, Heidi (October 4, 2017). "Ethel M Chocolates revives Mars Bar, Forever Yours candy bars". Las Vegas Review-Journal. Retrieved October 2, 2024.
34. "Business Briefs: Store openings, expansions, sponsorships". Las Vegas Business Press. December 18, 2017. Retrieved October 2, 2024.
35. "Kyle Busch shares memories of Ethel M Chocolates". KSNV. Associated Press. March 6, 2021. Retrieved October 2, 2024.
36. Kantowski, Ron (March 2, 2021). "Kyle Busch's sweet new paint job for Pennzoil 400". Las Vegas Review-Journal. Retrieved October 2, 2024.
37. "Ethel M Chocolates returns as main sponsor for Kyle Busch at Las Vegas NASCAR race". KSNV. March 1, 2022. Retrieved October 2, 2024.
38. "Store Locations". Ethel M Chocolates. Retrieved October 2, 2024.
39. Miyasato, Kiko (September 9, 2024). "Ethel M Chocolates Factory & Cactus Garden offers a sweet escape in the Las Vegas Valley". Las Vegas Magazine. Retrieved October 2, 2024.
40. White, Ken (March 6, 1998). "Short and Sweet: Ethel M's 20-minute tour draws chocolate lovers to Henderson". Las Vegas Review-Journal. Retrieved September 30, 2024.
41. ^ Shine, Conor (September 8, 2011). "After 30 years, Ethel M celebrates its sweet sameness". Las Vegas Sun. Retrieved September 30, 2024.
42. Przybys, John (February 14, 2001). "Making chocolate candy special is a calling for chefs at Ethel M factory". Las Vegas Review-Journal. Archived from the original on January 8, 2002.
43. "Ethel M opens new airport stores". Henderson Home News. December 22, 1994. p. B10. Retrieved September 30, 2024.
44. Burt, Natalie (February 11, 2020). "Chocolate factory a staple in Henderson family's life". Las Vegas Review-Journal. Retrieved September 30, 2024.
45. ^ Lilly, Caitlin (June 8, 2016). "Ethel M Chocolates in Henderson celebrating 35th anniversary". Las Vegas Review-Journal. Retrieved September 30, 2024.
46. "Legend of billionaire candy king recounted". Las Vegas Sun. July 6, 1999. Retrieved September 30, 2024.
47. "Visit Our Botanical Cactus Garden". Ethel M. Retrieved October 2, 2024.
48. Dickensheets, Scott (July 24, 1986). "Cactus garden attracts hundreds of visitors a day". Henderson Home News. pp. 1, 12. Retrieved October 2, 2024.
49. ^ "Cactus garden is winter wonderland". Henderson Home News. December 5, 1995. p. 1. Retrieved October 2, 2024.
50. "Ethel M plans celebration to open holiday light display". Las Vegas Review-Journal. November 10, 2002. Retrieved September 30, 2024.
51. Kulin, Dan (November 22, 2002). "Cactus Garden's holiday trimmings a desert delight". Las Vegas Sun. Retrieved September 30, 2024.
52. Collier, Lynn (December 16, 1998). "Ethel M lights up garden with 50,000-light display". Las Vegas Review-Journal. Retrieved September 30, 2024.
53. Ahmed, Aida (November 13, 2011). "Chocolate factory's cactus garden lights a beacon for holiday cheer". Las Vegas Sun. Retrieved October 2, 2024.
54. "Stringing lights on a cactus garden is labor of love". Las Vegas Review-Journal. November 7, 2017. Retrieved October 2, 2024.
55. Katsilometes, John (November 7, 2018). "Over 5,000 attend Ethel M's Cactus Garden lighting ceremony in Las Vegas Valley". Las Vegas Review-Journal. Retrieved October 2, 2024.
56. "Ethel M Chocolates lights up for love". Las Vegas Review-Journal. February 14, 2017. Retrieved October 2, 2024.
57. Lilly, Caitlin (January 19, 2024). "Ethel M to light up Cactus Garden for Valentine's Day". Las Vegas Review-Journal. Retrieved October 2, 2024.
58. Streeter, Kathy (November 15, 1994). "Ethel M plans water treatment". Henderson Home News. pp. 1, 14. Retrieved October 2, 2024.
59. "Candy company's water project deserves kudos". Henderson Home News. November 17, 1994. p. 4. Retrieved October 2, 2024.
60. Shine, Conor (February 23, 2012). "Solar garden now powering Ethel M's chocolate factory in Henderson". VegasInc. Retrieved September 30, 2024.
61. Lyle, Michael (March 6, 2012). "Ethel M Chocolates opens a solar garden". Las Vegas Review-Journal. Retrieved September 30, 2024.

External links

• Official website

v t e Mars Inc.
Mars family	Franklin Clarence Mars Ethel V. Mars Forrest Mars Sr. Forrest Mars Jr. John Franklyn Mars Jacqueline Mars Stephen M. Badger
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• Mars, Incorporated
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