The sweetest thing: Malley’s Chocolates celebrates tradition of Sweetest Day

It’s not a huge surprise that Sweetest Day was a big deal for Mike Malley when he was growing up. After all, he is one of Bill and Adele Malley’s six children who grew up watching their parents build the Malley’s Chocolates empire in Brookpark.

“Growing up, Sweetest Day was something my family actively participated in,” Malley recalls. “One year, my dad had us and some neighborhood friends pile into his station wagon, and we went to help pack candies at another local shop.”

Malley says that as a youngster, Sweetest Day was about altruism, building community, and showing kindness. And, well, sharing candy.

“[The other shop] had volunteered their space, and it was just one of those moments that showed how much the local confectioners came together to do good for the community,” recalls Malley, who today is president and CEO of the company. “It’s that kind of spirit that keeps Sweetest Day so meaningful.”

Malley’s Chocolate Covered StrawberriesMalley’s Chocolate Covered StrawberriesAlthough it is often believed that Sweetest Day was invented by candy and greeting card companies to boost business, Malley says the origins are far more altruistic.

“It actually began with a focus on altruism and bringing joy to others,” he explains. In fact, the holiday began in Cleveland by advertising executive Herbert Birch Kingston, who wanted to spread kindness with candy.

“It all started in 1922 when Kingston, wanting to bring some happiness to those who were often forgotten, distributed bags of candy to orphans and others in need,” explains Malley. “What began as a simple act of kindness grew into a tradition, especially around the Great Lakes region and in surrounding cities like Buffalo and Detroit.”

Today, Sweetest Day may still hold more of a “lovers’ holiday” image in the heads of many, but Malley still sees the sweet October holiday as a way to spread the love.

“Over the years, it’s evolved, expanding beyond orphanages to include nursing homes, veterans, and many others in need of a little sweetness.”

Malley’s president and CEO Mike MalleyMalley’s president and CEO Mike MalleyBut don’t get Malley wrong—staff at Malley’s Chocolates’ 18 locations are busy gearing up for Sweetest Day this Saturday, Oct. 19, so their customers can spread kindness and share their love with limited edition seasonal Sweetest Day confections—namely, the confectioner’s chocolate covered strawberries and chocolate covered grapes.

The strawberries and grapes have long been a Malley’s tradition for both Valentine’s Day and Sweetest Day, Malley says, with the strawberries debuting in 1986. The chocolate grapes may sound like an odd combination, but he says they were an instant hit when they were introduced in 2005.

“My brother Dan, who was president at the time, and our vice president of marketing came up with the idea of covering grapes in chocolate,” he recalls. “We knew chocolate and fruit were a winning combination, and after the success of our chocolate-covered strawberries in the late '80s, we saw an opportunity to introduce something new. Grapes became part of that tradition in 2005, and they've been a customer favorite ever since.”

The strawberries and the grapes will arrive at all 18 stores this Friday, Oct. 18 at noon. The strawberries come in a giftable 12.25-ounce box, and the grapes come in a decorative 16-ounce box. Both varieties sell for $29 a package.

“We pick only the largest, sweetest berries and grapes to cover in our real milk chocolate for just a few special occasions throughout the year,” teases Malley.

Customers can call their favorite location for pre-orders, which must be picked up between Friday, Oct. 18 at noon and Saturday, Oct. 19 before closing time.

Karin Connelly Rice
Karin Connelly Rice

About the Author: Karin Connelly Rice

Karin Connelly Rice enjoys telling people's stories, whether it's a promising startup or a life's passion. Over the past 20 years she has reported on the local business community for publications such as Inside Business and Cleveland Magazine. She was editor of the Rocky River/Lakewood edition of In the Neighborhood and was a reporter and photographer for the Amherst News-Times. At Fresh Water she enjoys telling the stories of Clevelanders who are shaping and embracing the business and research climate in Cleveland.