PONCHATOULA, La. (WVUE) - For Louisianans, Easter is unimaginable without the Heavenly Hash, Gold Brick Eggs, and Pecan Eggs produced at the Elmer Chocolate factory in Ponchatoula. Nestled in Tangipahoa Parish, famous for its strawberries, the Elmer Chocolate factory has contributed to the region's sweet reputation for decades.

Fox 8 News was granted rare inside access to Elmer Chocolate, a facility that produces up to five million candies a day. Here, time-honored traditional methods and cutting-edge automation technology work in harmony. "This production line is 130 yards from start to finish. This is a very small portion of it, and this one line does the work that six lines used to do," explained Elmer Chocolate CEO Rob Nelson.

Founded in New Orleans in 1855 as a general confectionery manufacturer for the Gulf South region, Elmer's has produced a wide variety of candies for over a century. However, in the 1980s, the company began to focus on boxed chocolates. "For the first 125 years after the company started, it was a company that did a little bit of everything and nothing really well," recalled CEO Nelson.

This shift marked a significant turning point, culminating in Elmer's $45 million investment in automating its Ponchatoula plant in 2016. Since then, machines, robotic arms, and computers have taken over a significant portion of the production process. "Our business is significantly larger since automation, and our employment is up," emphasized CEO Nelson. "Our total payroll is about three times what it used to be. So it's a win-win for everybody."

The factory's workforce has more than doubled from around 165 employees before automation to over 350 today. These employees now monitor advanced systems and even work on candy designs through screens.

However, Elmer's still adheres to traditional methods in one part of its operation. Pointing to a separate room filled with cornstarch and manual tools, CEO Nelson said, "This room is where we make Heavenly Hash." He added, "Heavenly Hash and Gold Brick Eggs are part of Louisiana's Easter tradition, passed down through generations. The taste must remain consistent. If we made them differently, there would be a riot outside the plant. So we still make them the same way. We do this work for about six to eight weeks a year, and the rest of the time, we focus on automation technology."

While the seasonal chocolates are nostalgic favorites, Elmer's core business is boxed chocolates, and they now also produce products for other companies, including competitors.

CEO Nelson says automation has helped Elmer expand its production scale without sacrificing tradition. In Louisiana, where food is culture, this balance may be the secret to Elmer's longevity of 170 years.

History of Elmer Chocolate: Founded in New Orleans in 1855 by August Elmer, it grew into a leading confectionery company in the Southern region. Initially producing a wide variety of candies and chocolates, it gradually specialized in Easter seasonal products and boxed chocolates. Main Products: Heavenly Hash (marshmallow, pecans, and chocolate egg), Gold Brick Eggs (creamy chocolate filling coated in milk chocolate), and Pecan Eggs (sweet paste and pecans) are beloved products that symbolize Easter in Louisiana and have been cherished for a long time. Impact of Automation: Elmer's investment in automation significantly improved production efficiency and created new technology-related jobs, contributing to wage increases for employees. This is considered a successful example of the coexistence of traditional industry and advanced technology. Contribution to the Local Economy: The Elmer Chocolate factory plays a vital role in the local economy of Ponchatoula. Many local residents work at the factory, and its presence is a source of pride for the community. Food Culture and Tradition: Louisiana boasts a unique and rich food culture, and Elmer Chocolate is an important part of this cultural heritage. Sharing Elmer's chocolates, especially during Easter, has become a cherished tradition in Louisiana families.

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