Growing up in the Bay Area, See’s Candies was always around: a box wrapped in red-and-gold paper nestled under the Christmas tree, an assortment of truffles unveiled at the end of a dinner party, a butterscotch lollipop just because. At a certain point, it disappeared from my family’s house. We discovered new artisanal chocolates from small producers. Some looked like vividly colored jewels, others were filled with exciting flavors like passion fruit or jasmine tea. Single-origin chocolates began to appear. They grew darker and darker, more and more bitter. When I started working at a different newspaper a few years ago, I was amazed to find a thriving culture of See’s Candies. Every winter, the production manager would bring in more than a dozen pounds of See’s for the office to share, unleashing a festively competitive spirit as we tried to snag each box’s lone Bordeaux, the See’s best-seller filled with brown sugar buttercream and coated in chocolate sprinkles. It made me wonder, how has See’s remained so beloved in the Bay Area when chocolate trends have moved in the opposite direction? And how is it continuing to expand when retail is suffering like never before? Related Stories Biz &… Read full this story
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