President & CEO
Elmer Candy Corp.
Rob Nelson thinks inside the box. And he's proud of it. "Our older boxes of chocolate contained 30 different types of candy," says Nelson, president and ceo of Elmer Candy Corp. in Ponchatoula, La. "Most of them, people would press their fingers in the middle and say, 'I don't like this, I don't like that.' Instead of making 30 blah pieces, we wanted to make five or six outstanding pieces." Chocolate is serious business to Nelson.
Founded in 1855, Elmer Chocolate is one of the oldest candy companies in America. In 1963, Roy Nelson, a Chicago native who married a New Orleans woman, purchased the company from the Elmer family. Two years later, he recruited his son, Allan, a physicist with McDonnell-Douglas, to help run the business. In 1970, faced with aging facilities and a space shortage in downtown New Orleans, the Nelsons moved the company to Ponchatoula, about 45 miles from New Orleans. Rob Nelson, Allan's son, began working at Elmer as a teenager, doing everything from making candy to boxing it and delivering it to retailers.
When the time came to choose a career, however, Nelson wasn't sweet on the candy business. After earning a degree in business from Tulane University, Nelson enrolled in law school at Louisiana State University and planned to practice law for a living. Not long after law school, his father (now deceased) asked him to help run the company, which was then undergoing a period of rapid growth. Nelson, who had participated in a number of the company's sales and marketing initiatives throughout college and law school, joined the company as marketing director and general counsel. He was later named vice president and coo in 1995, and then president and ceo in 2005.
Throughout its history, Elmer, like most regional general line candy companies, manufactured an eclectic range of treats, everything from hard candy to Chee Weez, a crunchy cheese curl. However, changes in the retail environment forced the company began to re-examine its business plan. "In order to remain a viable company, we had to be one of the best at something," says Nelson.
That something is Valentine's Day candy, specifically heart-shaped box chocolates. Elmer vertically integrated its facility, enabling it to design and manufacture its own packaging as well as warehouse its products. Elmer grew from a small, regional company to a leader in seasonal candy throughout North America, selling to all major retailers in the discount, drug, food and club classes of trade. Elmer is now expanding for the fifth time in the past 20 years, making its 385,000 sq.-ft. plant one of the most efficient box chocolate facilities in the world.
Nelson’s love for the candy industry extends beyond his own company. He has served on the NCA Board and Executive Board twice (1996-2000 and 2008-present), is a regular contributor to the NCA PAC, and most recently helped establish the Confectionery Foundation.
He and his wife, Virginia, live in New Orleans with their four children, Regan (21), Sydney (18), Melita (13) and Ran (3).