Forrest Mars Sr

Ethel M Celebrates 30 Years of Sweet Success

Thirty sweet years have passed since Forrest Mars Sr. started Ethel M Chocolates to honor his mother, Ethel Mars, and the tradition of making quality chocolate that he learned from her.

Ethel M is part of the larger Mars Incorporated, but focuses on small batches of gourmet chocolate made without any preservatives.

In one day, there may be 20 different products made at the company's lone production facility, located at 2 Cactus Garden Way in Henderson (near Sunset Road and Mountain Vista Street).

It is also the larger corporation's "experimental kitchen," according to Jennifer Gudgel, Ethel M's Director of Gourmet Chocolate.

At the same time, the company specializes in making traditional chocolate "how you remembered it," as Gudgel described, and stays away from pushing the extreme culinary envelope, such as including savory flavors like bacon or lemongrass.

Also, Ethel M prides itself in being a full "beans to bar" chocolate maker that starts with cocoa beans that are carefully combined in-house to create different blends, marrying the unique flavor characteristics of beans from different regions of the world.

In addition to the company's special chocolates, the public can enjoy the unique self-guided factory tour and the three-acre Botanical Cactus Garden right outside.

Both family-friendly attractions are offered to locals and tourists alike at no cost, and are available seven days a week.

The company estimates that these sights attract over 700,000 visitors per year.

To celebrate its 30th Anniversary, the company will be introducing a 30th Anniversary Commemorative Collection this summer. This special offering features 32 chocolates from the company's first product catalog, many made from Ethel Mars' own recipes, and packaged in a keepsake tin.

Also, in honor of its anniversary, the City of Henderson selected Ethel M as the honorary grand marshal for its 2011 Henderson Heritage Parade held in April.

Back in 1981 when the company was founded, Mars settled in Henderson when he supposedly "retired" from Mars Incorporated, his family's legendary candy business.

One also has to wonder how serious he was about retiring, though, because he built his home as an apartment above the factory. His former apartment now serves as the corporate offices.

Another part of the company "mystique" is how Mars chose to locate his new production facility in Henderson.

AccessVegas.com Las Vegas News » Ethel M Chocolates Celebrates 30 ...

2011 marks the 30th Anniversary of one of Southern Nevada’s sweetest attractions and most beloved chocolatiers, Ethel M Chocolates. Founded in 1981 by Forrest Mars Sr. of the legendary MARS family, the Henderson chocolate company continues to uphold the traditions of quality and care set forth by their founders more than three decades ago. To celebrate this milestone, Ethel M Chocolates will launch a 30th Anniversary Commemorative Collection this summer, featuring 32 original pieces , all perfectly packaged in a commemorative, Las Vegas-themed keepsake tin.

Ethel M Chocolates was established by Forrest Mars Sr. to pay tribute to his mother, Ethel Mars, and the chocolate tradition she began in 1911 in her Tacoma, Washington kitchen. Today, the Henderson chocolatier continues that tradition by making chocolates just like Ethel Mars did – without preservatives and by using some of her original recipes.

"From our quality ingredients to the methods we use to prepare our chocolates, we strive to keep the heritage of Ethel Mars alive," said Jennifer Gudgel, Director of Gourmet Chocolates for Ethel M Chocolates.

From humble beginnings, the desert sweet spot has witnessed Henderson grow up around them and now operates eight retail locations across the Las Vegas Valley.

"When production first started at Ethel M, we were a factory in the middle of the desert," Gudgel added. "Today, we are in the middle of a vibrant community where people work, live and play. We’ve seen the community mature around us and embrace our chocolates. We feel honored that Ethel M Chocolates has become engrained in the fabric and heritage of our Henderson community and beyond."

Today, the preservative free chocolate line has matured into a house-hold name for Nevadans and a ‘must-see, must-taste’ brand for thousands of tourists each year. Creating a variety of milk, dark and white chocolates along with timeless brittles and nut clusters, Ethel M has become the quintessential Las Vegas souvenir and the perfect addition to any social gathering. The factory, which offers guests a self-guided tour and a detailed look at the chocolate making process, attracts an estimated 700,000 visitors per year. Chocolate lovers are invited to sample signature pieces and peruse the well-stocked retail shop at the conclusion of the tour.

Outside the chocolate shop doors, visitors can roam through the three-acre Botanical Cactus Garden featuring more than 300 species of plants. Half of the plants in the garden are cacti and succulents largely native to the American Southwest, and the rest are desert trees and shrubs from the Southwestern United States, Australia and South America. All of the plants were chosen both for the beauty of their floral displays and their ability to adapt to the climate of Southern Nevada. For the past 17 years, each November the Cactus Gardens are transformed into a winter wonderland and have become a holiday tradition for Southern Nevada and Las Vegas tourists alike.

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