People go to great lengths to get a taste of Maine lobster, clam chowdah, blueberries, potatoes, and whoopie pies. Even Moxie, one of the most contentious sodas out there, has a dedicated space at the Matthews Museum of Maine Heritage. So where is the love for Needhams, the state’s favorite potato candy?
When driving through Maine, Needhams are as commonplace as a Snickers bar, but their history goes back much further. The centuries-old candy is showcased at nearly every gas station and highway stop in the Pine Tree State, but outside Maine, the term Needham is often a mystery.
Recipes for potato candy have been circulating for eons, with tons of variations throughout the 1900s. However, Maine’s Needham, specifically made with the state’s potatoes, coconut, and dark chocolate, dates back to the late 1800s. The dense candy bar, which has a chewy marzipan-like center similar to Mounds, was created by Maine’s own Seavey’s Sweets in 1872. The recipe made its way to Downeast kitchens, and now, 150 years later, it’s packaged in Saco, Maine, all thanks to the owners of Maine Needham Company, Malaika and Gerard Picard. They call themselves the “premier crafters of Maine’s iconic potato candy.”
The wife and husband duo have been cranking out Needhams since 2019, with the goal of “preserving, revitalizing and expanding the tradition of the Maine Needham.” Today, it’s a mission that extends far beyond state lines. The couple is so dedicated to preserving the Needham legacy that they even organized the first official Maine Needham Festival. Governor Janet Mills signed off on the annual day in 2023.
The Picards of Maine Needham Company.
Needham roots run deep in Maine culture, tied to longstanding family traditions. Notes Malaika: “When you started talking to people about Needhams, they either had no idea, which I thought was a tragedy, or they have these beautiful memories from their childhood. I thought, we have to be diligent to preserve this.”
While Needhams remain a fixture in local stores such as Hannafords, Market Baskets, and Reny’s across Maine, the company has been quietly stretching into New Hampshire, Massachusetts, Pennsylvania, and New York. However, expansion doesn’t mean abandoning authenticity. The Picards mix that nostalgia into every batch, still using the original recipe they purchased from Maine Needham Company’s previous owner and longtime confectioner, Linda Lenberg. While they’ve introduced flavors like maple (made with real Maine syrup), blueberry (adorned in dehydrated Maine berries), and sea salt (from York’s Slack Tide Sea Salt), the potato and coconut foundation remains unchanged.
“These stories need to be told. I love hearing about the tradition and beginnings, people hanging on to that and passing it down from families,” Malaika said. Word of mouth used to be the only marketing tactic back when Needhams were first being whipped up in Maine kitchens, but now the word can be spread a whole lot faster, she explains. “Yes, it’s just candy, but memories and nostalgia, those are important.” In a world of mass-produced candy bars, Maine’s potato candy represents something increasingly rare: a connection to home.
AUTHOR
Neala Broderick is a Brooklyn-based food writer who brings over a decade of restaurant experience to the page. Her work explores the stories behind what we eat and why, covering the highs, lows, and happy hours of dining. When she’s not chasing a story, she’s probably chasing a mean sandwich or making a mess in her own kitchen.
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