Easter in New Orleans isn't complete without an Elmer chocolate egg in your basket.

Why it matters: The longtime Louisiana company still anchors Easter traditions across the Gulf Coast, even after last year's sale.

The big picture: Elmer's started in New Orleans more than 170 years ago.

• It was the country's oldest family-owned chocolate company before last year's sale to the Hoffmann Family of Companies, a Chicago-based equity firm.
• Rob and Michael Nelson, the third-generation family owners, retained partial ownership and remain involved in the company's leadership, Hoffmann said at the time of the sale.
• The purchase was a "pure expansion and growth play" for the firm and didn't include job cuts, Hoffmann's co-CEO told The Times-Picayune.

Zoom in: Elmer's primary business is making boxed chocolates for Valentine's Day, CEO Rob Nelson previously told us.

• But its Easter candy has a loyal Gulf Coast following that snaps up the eggs every spring.
• Heavenly Hash Eggs are the bestseller, he says, closely followed by Gold Brick Eggs then Pecan Eggs.

Catch up quick: Elmer's was founded in 1855 as the Miller Candy Co., according to 64 Parishes.

• The company changed its name to the Miller-Elmer Candy Company and invented CheeWees about a dozen years before Cheetos were introduced.
• The cheese curl business was spun off and is now made by Elmer's Fine Foods.
• The Nelson family bought Elmer Chocolate in the 1960s and later moved manufacturing to Ponchatoula.

What's inside the eggs

If you tell someone to "touch grass" in Virginia, Delaware or Hawaii this week, they might think you're talking about candy.

Why it matters: DoorDash analyzed which Easter basket treats over-index by state — and Haribo Sour Easter Grass uniquely dominates in those three.

The big picture: Reese's is the national MVP, with Peanut Butter Bunnies uniquely popular across the country.

📺 WWL's and WGNO's parent companies are merging. Employees at the TV stations are bracing for changes and possible layoffs. (The Times-Picayune🔒)

• Catch up on the mega-merger between Nexstar and Tegna.

📜 UNO is dropping or consolidating several degree programs as part of its transition to LSU New Orleans. (Press release)

🚘 Hyundai teased its first pickup truck concept, saying it will be built in the U.S. using steel from its newly announced Louisiana plant. (Axios)

🐾 Immigrants arrested during the federal crackdown in New Orleans left behind their pets. Rescue groups are scrambling to find them homes. (New York Times gift link)

🍼 Manning Family Children's Hospital broke ground recently on a new NICU that will nearly double its capacity for caring for critically ill newborns. (Renderings)

• Louisiana has the second-highest preterm birth rate in the country.

President Trump says he recently spoke with Gov. Jeff Landry about crime rates in New Orleans during Mardi Gras.

What he said: "Jeff Landry just called me. He said it's the safest Mardi Gras in 58 years, because of us," Trump said Tuesday in the Oval Office.

• The comments came as he discussed National Guard deployments and immigration enforcement in several cities.
• He added that the federal government may need to "force ourselves" upon cities during major events like the World Cup and America 250 to help with crime.

Zoom in: This isn't the first time the president has taken credit for improving crime rates in New Orleans.

• He met with Mayor Helena Moreno in January and later used that conversation to justify deploying soldiers to help law enforcement.
• Moreno has credited multiyear efforts by NOPD and said she supports the National Guard's help to "assist" at major events.
• An NOPD statement yesterday said the department was "proud of the collaborative effort" at Mardi Gras.

What's next: The National Guard was set to leave New Orleans at the end of February, but the federal deployment was extended another six months.

NOPD's full statement

April Fools' jokes we thought were clever yesterday:

• Perino's crawfish plants
• French Truck's red beans coffee
• Fleurty Girl's switch to K&B purple
• Siberia's rebrand to an internet cafe called Cyberia
• Stein's expansion at Tulane
• Breaux Mart's annual Brah Mart joke
• Deep Fried Advertising's rebranding
• Raising Cane's Sauce Coke
• Krispy Kreme's pickle doughnuts
• Liquid IV's collab with Grillo's Pickles
• JPSO's feline division

😬 Jokes that worried us:

• Banh Mi Boys said it was closing its Metairie location. The management tells us it was a prank. Phew.
• Krewe of Freret said it was retiring its hat throw.

👋 Carlie here. I'm celebrating my third anniversary this week at Axios and wanted to take a moment to thank you for another action-packed year.

• Thanks for reading this newsletter and responding with your tips, advice, jokes and questions. I love hearing from you. (And I still owe some of y'all replies — sorry! Working on it.)

Zoom in: This past year, I've tortured my tastebuds with Popeyes' pickle menu, practically lived at City Hall, dressed up like a vampire and partied at the Super Bowl.

• I dug into the NOLA acronym, broke down the mayoral indictment and even built some questionable snowmen.
• This is the best job, and I'm so thankful to each of you for reading.

What's next: If you want to support this work, consider becoming an Axios New Orleans member. Contributions start at $25/year.