Seroogy’s Chocolates celebrates a legacy of giving back through community initiatives

For more than 125 years Seroogy’s Chocolates has been crafting confections rooted in tradition.

As a fourth-generation, family-owned business, its impact reaches well beyond the candy case, built on a long-standing commitment to community, generosity and giving back.

Through a mix of ongoing programs and seasonal initiatives, Seroogy’s continues to show how simple moments, like sharing chocolate, can create meaningful impact across Wisconsin and beyond.

The A-May-zing Bag

Throughout May, Seroogy’s is inviting customers to help support local families with its A-May-zing Bag.

Available for $12 online and in stores, each bag features a curated assortment of Seroogy’s favorites — and gives back in a tangible way.

For every bag sold, Seroogy’s will donate $2 worth of homemade chocolates to Paul’s Pantry, a Green Bay-based nonprofit food pantry serving individuals and families in need.

“Giving back has always been part of who we are as a family and as a business,” said Martha Seroogy, president of Seroogy’s. “The A-May-zing Bag is an easy, thoughtful way for our customers to make someone feel appreciated while also supporting neighbors in need.”

“Let’s Meltaway Cancer” Bar

Seroogy’s signature 1.75-ounce Chocolate Meltaway Bar is also available in special “Let’s Meltaway Cancer” packaging, with 50% of proceeds supporting cancer-related organizations.

First introduced in 2024, the initiative has raised over $32,000 to support a range of cancer-focused nonprofits. Each quarter, Seroogy’s partners with a different organization, extending its impact throughout the year.

The 2026 beneficiaries include:

Q1: Midwest Athletes Against Childhood Cancer (MACC) Fund (Total Raised: $3,529)

Q2: St. Jude Children’s Research Hospital

Q3: Children’s Cancer Family Foundation

Q4: Vince Lombardi Cancer Foundation

“Cancer touches so many families, including our customers and employees,” said Seroogy. “This is one way we can rally our community around something simple like buying a chocolate bar and turn it into something that supports hope, research and care for those who need it most.”

Seroogy’s fundraising program

Since launching in the 1970s, Seroogy’s fundraising program has grown into a powerful tool for schools, churches and nonprofits looking to raise meaningful funds.

In the past five years alone, the program has helped organizations raise more than $7 million through chocolate and coffee sales.

Memorial Day Parade tradition

Community, remembrance and tradition come together during the De Pere Kiwanis Club Memorial Day Parade on May 25.

Now in its 27th year of participation, Seroogy’s will once again join the parade and distribute 30,000 mini Meltaway bars, continuing a tradition of sharing something sweet while honoring those who served.

A central part of that tradition is recognizing Gold Star Mothers—women who have lost children in military service.

For more than 20 years, Gold Star Mother Vi Smithwick rode in Seroogy’s convertible during the parade, becoming a powerful symbol of remembrance. While she will not participate in person this year, Seroogy’s will honor her legacy and continue its tribute to all Gold Star Mothers and military families.

“Vi represents the strength and sacrifice of so many families,” said Seroogy. “It’s incredibly important to us that we continue to recognize and honor Gold Star Mothers and keep their stories front and center.”

Fire on the Fox Tournament sponsorship

Seroogy’s community involvement also extends to local youth programs through its sponsorship of the Fire on the Fox Tournament, hosted by the De Pere Girls Softball Association.

Held at Optimist Park over two weekends, May 29–31 and June 5–7, the tournament brings together teams and families from across the region for competition, connection and community spirit.

By supporting events like Fire on the Fox, Seroogy’s continues its investment in opportunities for young athletes and local families.

A sweet legacy of giving

From supporting local food pantries and advancing cancer research to honoring military families and investing in youth programs, Seroogy’s Chocolates continues to demonstrate that giving back can be woven into everyday life.

“As a family business, we’ve always believed success is about the impact you have on others,” said Seroogy. “Giving back isn’t an initiative for us; it’s part of who we are.”