Edward Dee

Class of 2024

Edward Dee was known for his generosity, sense of humor, and dedication to his employees, whom he considered part of his extended family.

Born in London, England, on October 2, 1924, to Raya and Emanuel, Eddie grew up with a younger brother. He also had a brother and sister from his father’s second marriage, following his parents’ divorce. He was profoundly influenced by his parents, who exhibited a strong work ethic and deep-rooted values. They taught him the importance of perseverance, resilience, and integrity, lessons that guided him throughout his life and career.

Eddie attended Westminster School in London from 1937 to 1940, but as World War II intensified, he was sent to live with a distant relative in Jackson, MS, where he completed high school and then attended Millsaps College.

His early dreams included following in his family’s footsteps in the candymaking business and eventually establishing his own candy company in the U.S.

He continued his education at the University of Miami and later at Emmanuel College, University of Cambridge, where he earned a bachelor’s degree in engineering. After completing his studies, Eddie served in the Royal Air Force, where he trained in radar, the newest secret weapon.

In 1946, Eddie married Anita, who he met at the ADC Theatre in Cambridge, where he had co-written and produced a theatrical revue. They were married in London on September 10, 1946, and went on to have three sons: Jonathan, Michael, and Joel.

His career in the candy industry began in 1947 at Ce De Candy Co. near Tel Aviv, during the formation of the state of Israel. After managing the factory amidst the unrest, he moved back to London in 1949, where he briefly worked for Tintex, his father’s dye business.

Shortly after the birth of his first child, Eddie moved his family to Elizabeth, NJ, where he helped establish Swizzels USA in Hoboken, NJ. This was a new branch of Swizzels Matlow, a candy company his father partially owned with his brother and the two Matlow brothers.

In 1949, Eddie founded Ce De Candy, which became known for its iconic brand, Smarties candy rolls. One of the most memorable milestones in his career was the expansion of Ce De into Canada in 1963, solidifying its presence in North America and ensuring the legacy of the brand for future generations.

Eddie’s entrepreneurial spirit, coupled with his dedication to quality and innovation, helped him navigate the challenges of the candy industry. He faced numerous obstacles, including convincing his business partners to invest in new machines, eventually buying them out to expand the business.

His ability to adapt, such as switching to dextrose during the Cuban Missile Crisis to maintain product affordability, exemplified his innovative mindset.

Throughout his life, Eddie was deeply connected to his family, passing down the business to his sons and working alongside his grandchildren, who manage the business today. His daily walks through the factory and personal involvement in the lives of his employees reflected his hands-on leadership style.

Eddie passed away on November 18, 2019, leaving behind a legacy of innovation, perseverance, and a beloved candy brand.