Seroogy’s Chocolates celebrates 125 years!

DE PERE, WI – (WGBW & WISS) – The store location has changed a couple of times since the business started in 1899, but Seroogy’s Chocolates is still going strong at its De Pere and Ashwaubenon stores. As a matter of fact, this weekend they are celebrating 125 years of supplying sweet treats to the the Greater Green Bay Area and all of Wisconsin.

Seroogy’s Chocolates history

Joe, Jim and Sol Seroogy began making fine chocolate candies in De Pere, Wisconsin, in 1899. In 2024, their progeny, brothers Joe and Jim have owned and operated the business since 1980.

“I’m proud to say that a box of our assorted candy, today, looks the same as it did in 1899,” said Joe Seroogy.

The biggest challenge Seroogy’s Chocolates has faced as been modernization without affecting the quality of the candy.

“Every thing we ever made from year one was always hand-dipped,” Seroogy said. “The demand was growing that we had to turn out more, but we were not about to industrialize the production. We wanted to have the same candies that we had since 1899, and just be able to make more of them. And that’s been the biggest challenge for us.”

Seroogy credit’s the product his great grandfather created and the people who have worked with them for the company’s success.

“We always saw the potential. We always knew it was a good product. It was developed intelligently. And our staff has always been wonderful–the people that work with us. And we had confidence in the product,” Seroogy said.

In 125 years they have had many celebrity customers, including Former First Lady, Laura Bush, who purchased chocolate dipped apricots, and, of course, Joe’s cousin, Tony Shalhoub.

To celebrate the 125th anniversary each location of Seroogy’s will have free tastings, special sales, prizes and activities for the kids from Noon to 3 PM Saturday.

Seroogy’s has locations at 784 Willard Dr. in Ashwaubenon and at 144 N. Wisconsin Street in De Pere.