American Licorice Company sweetens spirits during pandemic

American Licorice Company sweetens spirits during pandemic

Since its founding, American Licorice Company has been known for consistent dedication to spreading a little sweetness no matter the time of year – both in the form of candy and community service.

Although most of the company’s events have been put on hold due to the COVID – 19 pandemic, staff are still working on ways to fulfill that commitment.

“With such difficult and uncertain times, American Licorice has been trying to find ways that we can support and give back to our community,” said Nicole Krol, Community Outreach & Sustainability Specialist at American Licorice Company. “It is more important than ever to give back now. With so many people being affected and so many unknowns, we need to all come together and support each other.”

So far, American Licorice Company has donated to United Way of La Porte County, the Bay Area United Way, and the Pax Center. In addition, the company chose to expand its support to United Way’s Worldwide COVID-19 Community Response and Recovery Fund. 

“Throughout the month of April, we are donating $10 to United Way for every online order with American Licorice Company,” Krol said.

Even so, the team at American Licorice felt compelled to do more.

The American Licorice marketing team worked to gather the addresses of local fire departments, hospitals, police departments, and others working hard on the front lines.  The team wrote letters thanking them for their service and for keeping the nation safe during the pandemic.

“With so many of us just staying in, it’s hard to feel like we are doing anything to help. However, little things like writing letters can really brighten someone’s day!” Krol said. “It lets them know how appreciated they are, and you can feel like you are doing something to help.”

Staff at American Licorice also put together Easter baskets filled with goodies, including their famous Sour Punch and Red Vines candies, and delivered them to front line workers.

“These are the people who, every day, are putting themselves in danger. Just by doing their job, they are exposing themselves to this virus. We want them to know how appreciated they are and how much it means to us to have them supporting our community,” Krol said.

American Licorice Company plans to continue to look for unique ways to support its community until things begin returning to normal. They also encourage fellow community members to remain positive, do their part and stay home, and band together during this uncertain time.

“The biggest thing we can do right now is to follow the guidelines being asked of us. We all need to keep ourselves safe and well—we will beat this thing!” Krol said.

To learn more about American Licorice Company, visit