Northern Nevada’s version of Willy Wonka’s Chocolate Factory is right here in Reno, and it recently won the Best Nevada Grown product in the 2024 Best in Business Awards hosted by the NNBW.
Twenty-four years ago, third-generation farmer Joe Dutra started Kimmie Candy, and it is now distributed in major stores such as World Market, Hobby Lobby, Cracker Barrel, Whole Foods, and Sprouts across the United States (it’s also sold in stores in Mexico and Canada). In 2003, Kimmie Candy’s ChocoRocks won the "Product of the Year" award at the Candy Grammys; in 2019 Joe Dutra was inducted into the Junior Achievement of Northern Nevada Hall of Fame. The Kimmie Candy team credits its success on Dutra’s commitment to innovation and quality.
Dutra originally started the business in Sacramento but moved to Reno in 2008 to create more jobs. It started distributing its candy worldwide in 2009, proudly putting the “Made in America” label on all its products and growing the business from seven employees to 47 (six or seven employees work for the Good Day Chocolate line in Reno).
“We have employees who’ve been here since we moved production to Reno in 2008, including our candy maker who came from Korea and has been with us for over 20 years. I’d say the average tenure is about eight to 10 years. We try to make it a great place to work by supporting our team, offering stability, and being part of the community,” Dutra says.
Although Dutra started out as a tomato, rice, sugar beet and seed farmer from Sacramento, in 2000 he bought a container of candy-coated chocolate-covered sunflower kernels and ended up working on trying to sell it.
“There were 40,000 pounds of candy-coated, chocolate-covered sunflower kernels stuck in the Oakland port collecting demurrage. A broker for the candy manufacturer contacted us and said we could buy them at a discounted price. I had a friend at the time who was looking for work, and he said he could sell them,” Dutra says. The venture became the genesis of Kimmie Candy Co.
At the time, Dutra had a 20-foot trailer in the back of the ranch where his kids and some of their friends packed candies into jars and bottles, which they sold in the local market and then it took off from there.
“One of our big breaks came when Nordstrom’s was looking for a product for their Christmas program. We went to Walmart, bought Anchor Hocking jars, made labels, and Nordstrom’s took it into all their stores. That was a huge step forward. From there, we started doing bagged candy and presenting to stores like Raley’s, who picked it up for all their Sacramento locations,” Dutra says.
In 2005, Dutra brought all its manufacturing back to the United States, opening its Reno factory a few years later. “Being ‘Made in America’ gave us more opportunities, and in 2017 we represented Nevada at the first-ever Made in America Day at the White House,” Dutra adds.
Kimmie Candy products also include kosher, gluten-free, peanut-free, organic, non-GMO, and fair trade options, allowing more people to enjoy the Reno-made sweet treats.
“I thought being peanut-free would allow us to sell to schools without worrying about children’s allergies. Gluten-free came about because my brother has celiac disease, and I wanted him to be able to eat our products. Non-GMO came from my seed business, where all the seeds we sell internationally are non-GMO.
“These standards have helped us create healthier, allergy-friendly products. If I had to do it again, I might approach some things differently, but in the end, I think this was the best way to make products that are safer for everyone,” Dutra says.
He admits that personally, his favorite Kimmie Candy product is the Sunbursts. “[It’s] the very first product we made. We keep improving them every year. Now they’re a little skinnier and have more of the sunflower seed taste. I think it’s the best product we make,” he says.
Currently, Kimmie Candy is working on covering walnuts with strawberry-flavored yogurt (a healthy new product) and developing a whey-based puff center covered with protein chocolate and a candy shell.
“It’s very high in protein and tasty,” Dutra says.
“Another product we’re excited about is garbanzo beans covered in dark chocolate, which are smart-snack compliant for schools. We’re focusing on products that fit into schools and institutions while also meeting consumer demand for healthier snacks.”
Kimmie Candy is focused on growing the business by expanding its distribution, getting into bigger retailers, making better-for-you candies, using more sustainable packaging, and addressing public needs.
“Our goal is to create a company that aligns with the future of food in the United States,” Dutra says.
When asked why Dutra thinks Kimmie Candy won the Best Nevada Grown business designation, he replies, “I think it’s because we’re one of the sweetest companies in Nevada — pun intended! Kimmie Candy has earned a lot of accolades in our community. We support many charities and take good care of our employees. At the end of the day, we truly are one of the sweetest companies in the state.”