Sarah Goulding really enjoys telling people what she does for a living. As director of The Chocolate
Museum, she shares how this role combines two of her greatest passions: The heritage of her hometown and, of
course, the confectionary delights she’s surrounded by day to day.
“People ask me if I keep chocolate in my pockets all the time,” she laughs. With two such distinct yet
combined loves, there is definitely something sweet in the atmosphere.
Devoted to the splendour of chocolate, the museum presents the history of Ganong Bros. Limited. The brothers,
James and Gilbert, established the popular brand in St. Stephen, N.B., during the late 19th century. Today,
they remain the oldest family-owned candy-making company in Canada.
Opening in June 1999, the museum is housed in the original Ganong candy factory. Visitors wishing to sample
the delectable hand-dipped chocolate treats — as Goulding joked that she is constantly asked about — may do
so at the shop next door. Guests showing up around Easter will undoubtedly be amazed when searching for the
perfect chocolate gift.
Upon stepping back inside the old factory, however, one can expect to discover a decadent world full of
hands-on exhibits, interactive computer displays that demonstrate how chocolate and candy are made, as well
as vast collections of chocolate boxes and antique candy-making equipment.
With the sweet treat being such an important part of the town’s heritage, St. Stephen was officially
registered as Canada’s Chocolate Town a year after the museum opened (two alternative locations in Quebec
quickly followed).
Having grown up in the region all her life, Goulding says the chocolatier’s commitment to family, the local
town and to Canada have helped ensure its success throughout the years.
“They really know their market and have shown a strong dedication,” Goulding says about the Ganong company.
“Chocolate is a treat. It’s rare and exotic. It’s not something you have all the time. It’s a rich
treat.”
In fact, up until recently, all past company presidents were Ganongs, and it is still heavily operated by
family. “This is yet another aspect people love,” she says, referring to older, but humorous video clips that
portray the family’s stories in business. One such funny moment on tape is when past presidents admit to
eating up to three pounds of chocolate a day, Goulding recalls.
Another favourite aspect of the tour is the origins of an item many of us now associate with Valentine’s Day:
The heart-shaped chocolate box, which Ganong was the first to manufacture in the 1930s. Goulding explains how
ladies who would receive them back then would keep the boxes to store their lace gloves.
With such a detailed, triumphant profile, there is something for everyone to take from the museum’s
experience — whether you are a self-professed sweet tooth or not.
Along with the St. Stephen Chocolate Festival, an event that has run annually for more than 25 years, the
museum has gone a long way in shedding light on the community’s valuable and entertaining history.
To Goulding, these aspects of her work and home life are a winning combination. “Can’t go wrong with fun and
chocolate,” she smiles. •
Photos courtesy George Fischer Photography
