Laura Secord: A Passion for Chocolate

In 1913, Frank P. O’Connor opened a small candy store in Toronto where he sold hand-made chocolates. He named his store after Laura Secord, the Canadian heroine who was a symbol of courage, devotion, and loyalty.

Laura Secord began as a single shop on Yonge Street in Toronto. O’Connor turned the flat above the shop into a kitchen and prepared his own products. Success prompted the company’s expansion across Ontario and Quebec. In the 1930s, an office was opened in Winnipeg and pharmacies began carrying Laura Secord products.

By 1950, there were as many as 96 shops in Ontario and Quebec, and Laura Secord chocolate was a well-established family tradition. Starting in the late 1960s, ownership of Laura Secord changed on several occasions. As of February 2010, Laura Secord is owned by Jean and Jacques Leclerc, two Quebec businessmen. The current owners belong to a family with over a century of experience in the food-processing industry. Together, the two businessmen possess close to 60 years of industry experience.

With over 120 stores across the country, Laura Secord is Canada’s largest and best-known chocolatier. Laura Secord shops sell a very wide variety of premium-quality chocolates, including dark chocolate, white chocolate, flavoured and pure chocolate and chocolate-covered hazelnuts. Also available are ice cream and other treats such as caramel crunch and chocolate fudge. With over 400 products, Laura Secord continues to use its time-honoured recipes and is as dedicated to quality and excellent customer service as ever. Every product comes with an unconditional guarantee of quality.

Our Mission

To delight our customers with high-quality chocolate and ice cream products. We are passionate about our customers, our personnel, and our brand.

Our Vision

The best chocolate and ice cream experience in Canada.

Our Values

1. Customers first
2. Strive for excellence
3. Integrity
4. Team work
5. Responsibility

Laura Secord: A Passion for Chocolate