Rocky Mtn Chocolate, a Canadian favourite for nearly four decades, has launched an entirely new concept aimed at elevating the country’s chocolate experience. The new brand, Chocolate Board of Canada, opened its first location earlier this month in Banff, Alberta, marking a bold expansion for the family-owned company.
Located at 202 Banff Avenue in the historic Caribou Corner building, the flagship store occupies one of the most prominent retail corners in the mountain town. This same building once housed the first Hudson’s Bay Company store in Banff, which opened in 1935 and later relocated in 1947. For the Kerzner family, the symbolic location underscores the ambition behind their latest venture.
According to Ashton Kerzner, Chief Operating Officer of Rocky Mtn Chocolate Canada, the decision to introduce Chocolate Board of Canada stemmed from a desire to create something distinct from their well-known Rocky brand.
“We wanted to do something different in the chocolate space,” says Ashton. “Our history goes back to 1988 when my father Brian purchased the rights to operate in Canada, but we wanted to develop a brand completely separate from Rocky, something that speaks to our Canadian identity.”
The new brand embraces a more refined, chocolate-focused approach, moving away from the playful and sometimes quirky image associated with Rocky Mtn Chocolate. While caramel apples have long been a Rocky signature, Chocolate Board of Canada eliminates them entirely, concentrating instead on artisan chocolate creations.
The Name: Authority and Authenticity
The name, Chocolate Board of Canada, was not chosen lightly. “We hired several branding agencies, and when this name came up, Brian loved it right away,” recalls Tammi Kerzner, co-founder of Rocky Mtn Chocolate Canada. “With almost 40 years in the chocolate business, you learn everything about flavour, texture, and customer preferences. That expertise makes us an authority on chocolate, and that’s exactly what the name conveys.”
Tammi adds that the brand reflects distinctly Canadian tastes. “Every country has different profiles when it comes to chocolate. We wanted to stay true to Canadian flavours and create something that resonates with local consumers.”
A Statement Location and a Bold Design
The first Chocolate Board of Canada store makes a strong impression in Banff. Ashton explains that the team wanted a location that would turn heads. “It’s probably one of the best, if not the best, retail corner in Banff,” he says. “We wanted to make a statement with our new brand and create an experience unlike anything we’ve done before.”
To achieve that, the Kerzners hired a Vancouver-based design firm to craft a completely new visual identity. “The store looks nothing like a Rocky shop,” Ashton notes. “We designed everything from the ground up —finishes, colours, materials, so when you walk in, you immediately sense this is something different. It’s an elevated, immersive experience.”
The bold aesthetic choice extends to the packaging, where vibrant orange plays a starring role. “When orange was introduced, everyone hated it, except me,” laughs Brian Kerzner, the company’s co-founder. “Now, when you see people walking down Banff Avenue with bright orange bags, it makes a statement. It’s very different from the traditional, stoic image of chocolate retail.”
Inside the Store: A Canadian Experience in Every Detail
Beyond design, the Banff location reflects a deep commitment to Canadian craftsmanship. “Everything is Canadian,” says Tammi. “The aprons our staff wear are handmade in Canada, hand-riveted with leather accents. Our ice cream is made from Canadian dairy in small batches. Every detail is intentional.”
Chocolate production remains highly artisanal. “Every single chocolate is hand-dipped and hand-decorated,” explains Brian. “We have three tempering machines in the store so customers can watch our team create products in real time. Even items like fudge and caramel popcorn are made on-site.”
This emphasis on quality and transparency aligns with the brand’s ambition to offer a premium chocolate experience. “We wanted customers to feel like they’re stepping into an environment where every element is curated and authentic,” Ashton adds.
An Elevated Product Line
The product offering at Chocolate Board of Canada sets it apart from its sister brand. “Rocky’s personality is fun, quirky, and a little misshapen,” says Tammi. “This new line is more sophisticated. Ashton worked closely with our head chocolatier to develop unique flavour profiles that reflect Canadian preferences. It’s about giving customers something fresh, bold, and elevated.”
Gift assortments have been a major focus, with sleek packaging and premium finishes designed to appeal to travelers and gift-givers alike. “We even created a Canadian Collection gift box that highlights local flavours,” Brian says. “Every box has a soft-touch finish, custom stickers, and details that elevate the overall experience.”
Future Expansion: Airports and A-List Destinations
Although the concept is still in its infancy, early response suggests strong growth potential. “We didn’t expect it to take off this quickly,” admits Tammi. “The reception in Banff has been incredible, and it’s only been a few of weeks.”
The company has already identified its next location: Toronto Pearson International Airport. “We have a kiosk at the airport that’s scheduled for a complete redesign,” Ashton reveals. “It will become the second Chocolate Board of Canada store, likely by the end of this year.”
Beyond that, the team envisions rolling out the concept in other high-traffic, prestige environments. “We see this brand in major airports, premium urban streets like Robson in Vancouver, and A-list shopping centres,” says Ashton. “It’s not going to replicate the Rocky model in small towns. This is about select, statement locations.”
Balancing Two Brands
With 47 Rocky Mtn Chocolate locations across Canada, the Kerzners have no plans to abandon their original brand. “Rocky will continue to thrive,” says Brian. “It has its own personality that is fun, approachable, and a little playful. Chocolate Board is something else entirely. It’s elegant, authoritative, and geared toward customers looking for a more elevated experience.”
This dual-brand strategy allows the company to cater to different consumer segments while leveraging decades of expertise. “Our goal isn’t to replace Rocky but to complement it,” Ashton emphasizes. “There’s room for both.”
A Canadian Brand with Global Ambitions?
When asked whether Chocolate Board of Canada could eventually go international, Brian remains focused on the immediate future. “Right now, we’re concentrating on making this concept as strong as possible in Canada,” he says. “We’ve built a brand in six months that’s resonating faster than we imagined. That’s exciting.”
For the Kerzners, the launch of Chocolate Board of Canada is more than a business move; it’s a statement about identity. “We wanted something that reflects who we are: Canadian, authentic, and passionate about chocolate,” says Tammi. “This brand does exactly that.”
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