Tacoma Candy Firm A Hit In The Movies

TACOMA - Will Hollywood spoil Almond Roca?

Probably not, but the candy's maker is a bit taken aback by its high-profile presence in ``Welcome Home Roxy Carmichael.''

``I was almost embarrassed how prominently Almond Roca was mentioned in the movie,'' said Mark Haley, president of Tacoma candy maker Brown & Haley.

Almond Roca, a crunchy toffee confection dipped in chocolate, rolled in almond bits and wrapped in gold foil, pops up at least five times in the movie as the title character's favorite treat.

Brown & Haley has been making candy since 1913, and Almond Roca is shipped to retailers nationwide and in 63 countries. But while it's well known in the Northwest, a little domestic publicity won't hurt.

``I think if you took a name-recognition survey, you'd find us better known in Hong Kong than in Boston,'' said Nancy Carmichael, Brown & Haley marketing director.

In the movie, Roxy Carmichael leaves the Midwest to seek fame and fortune in Hollywood. The film revolves around her triumphant return to Clyde, Ohio.

Almond Roca, sold in a pink can or wrapper, apparently got the nod as Roxy's candy of choice because her favorite color is pink. Her house, bedroom and much of her wardrobe are pink.

But when a Hollywood product-placement company suggested last year that Brown & Haley pay to have the candy featured in the movie, the company said no.

``I didn't even bother to ask how much they wanted. The usual minimum is $50,000 and that wasn't in our budget,'' Haley said.

But after Haley rejected the first offer, he says the producers came up with a better one: They would feature Almond Roca in exchange for a free supply of the candy.

The bit part apparently paid off. Brumfield says Almond Roca is scheduled to be featured soon in a another film, a made-for-television movie called ``Missing Parents.''