The Voice - Student Newspaper

Cerreta's Candy company still strong in Glendale

There is a candy-coated lining to the current state of the economy, forcing homeowners to foreclose and businesses to permanently lock their doors.

But even in these cautious times, the owners of Cerreta's Candy Company in downtown Glendale say chocolate is an inexpensive luxury.

"They may not be selling the cars or jewelry or the higher end items, but anybody can afford chocolate," said Vice President Joe Cerreta. "It's even better than it has been in centuries past."

Cerreta's has been a family operation since its establishment in the 1930s in Ohio. The second generation moved the factory to Arizona in 1968.

Joe operates the factory with the help of his three brothers, Jerry, Jim and Joner, who are all third generation Cerreta's.

"I've worked here my entire life and I've loved every single day of it," said Joner, retail sales manager.

Both Joe and Joner agreed that the general yearly sales are down while the sales during their biggest holidays - Christmas, Valentine's Day and Easter - are up.

"Even though times are tough, our business is doing very well, just simply not as well as in better times," Joner said.

The majority of the sales come from their wholesale market and the companies they make candy for.

"Half of everything we do doesn't have our name on it," Joe said.

Due to disclosure agreements, Joe was unable to release the names of the companies they make candy for.

"It would be pretty tough if word got out that we made candy for another candy company but we do it everyday. It's the keepsake of our business," Joe said.

Cerreta's has an advantage over most candy companies because they own the building, property and equipment.

"In that regard, we do get a head start of the competition," Joe said.

He added that because of Cerreta's high standards for their product, they pay 54 cents a pound for sugar whereas the world market is only 3 cents a pound.

Although wholesale is the most profitable for Cerreta's, Joe said the retail aspect is the most exciting for him and his brothers because they work directly with customers.

They sell a variety of candy in the store front of the factory, ranging from their popular French mint truffles to chocolate-covered popcorn balls.

"The nature of our business is to make people happy," Joe said. "We love to see happy people."

They also offer 30-minute guided tours of the factory so customers can see how the candy is prepared.

"It's what we do. It's a way of life for us as opposed to just basically a job," Joe said.

Joe said the future of the Cerreta's is secure because of the many benefits that chocolate offers.

"It's unbelievable the amount of good just three and a half pounds of chocolate a day can do," Joe said. "That's the heart smart truth."

The cocoa powder in chocolate release endorphins in the brain and, like most berries, contains high quantities of antioxidants.

"The darker the chocolate, the more cocoa powder that's in it," Joe said. "It's the cocoa powder that's magic."

Joe said the forth generation, who are currently in college, are growing more confident every day.

"We all still have a passion for what we do and that means more than anything else," he said.