The magic happens in a room with a giant tub that looks like Play-Doh, in a 810,000-square-foot factory, in a small city named after Paul Revere.
The New England Candy Company, better known as Necco, produces 100,000 pounds of Sweethearts — those colorful conversation hearts you got from everyone in your third-grade class on Valentine’s Day — each day for nearly the entire year, even though they’re only sold for several weeks in January and February. They’ve been around for decades — 150 years, to be exact — but Geoff Bloom, the creative director at Necco, is tasked with finding ways to keep them fresh. (“On Fleek” is one of the phrases you’ll find on the hearts this year.)
Valentine’s Day, a one-day holiday to you but a six-week one to Necco, is the company’s biggest moneymaker; about 2 billion Sweethearts are eaten each year. But none of that would be possible without Bloom’s careful touch.