You probably know Jeffrey Dean Morgan as the guy who swings a barbed-wire bat on The Walking Dead or the heart-wrenching Denny Duquette from Grey’s Anatomy. He plays tough, often dark characters. But in the quiet, leafy town of Rhinebeck, New York, he’s just one of the guys who kept the local candy shop from disappearing.
It’s called Samuel’s Sweet Shop.
And honestly, the story of how a Hollywood "bad boy" and Paul Rudd ended up owning a boutique sugar haven is way more wholesome than anything you’ll see on AMC.
The Day the Candy Almost Died
Rhinebeck is one of those postcard-perfect Hudson Valley towns. It’s got that old-school Americana vibe that feels like it hasn't changed since the 90s. For over two decades, the heart of that vibe was a man named Ira Gutner.
Ira opened Samuel’s in 1994. He was the first person Jeffrey Dean Morgan met when he moved to town.
Ira wasn't just a shop owner; he was the town’s unofficial mayor of gossip and sugar. He’d tell you what was happening on the next block while handing you a cup of coffee. He was a staple. But in April 2014, Ira passed away suddenly.
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The town was devastated.
Beyond the grief, there was a very real fear that Samuel’s would just... vanish. Storefronts in small towns are fickle. One day it's a beloved candy shop, the next it’s a bank or a soulless chain pharmacy.
A Pack of Famous Friends
Jeffrey Dean Morgan was filming Texas Rising when he got the call from his wife, Hilarie Burton. She was in tears. The shop was going to be sold, and the employees—including John Traver, who had worked there since he was 15—were looking at an uncertain future.
Morgan didn't want to see a piece of his home die.
He got on the phone with Paul Rudd and his wife, Julie Rudd. They were all regulars. They all loved Ira. Along with their friend Andy Ostroy, the group had a "why not us?" moment over dinner.
They didn't buy it to make a killing in the saltwater taffy market. They bought it to keep the lights on and keep John Traver in a job. They made John a partner, and to this day, he's the one actually running the show while the movie stars do the "cool owner" stuff like handing out candy on The Tonight Show.
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What It’s Actually Like Inside Samuel's Sweet Shop
If you walk into 42 East Market Street today, don’t expect a Hollywood museum. It’s tight. It’s colorful. It smells like roasted coffee and heavy chocolate.
It feels like a real local haunt, mostly because it still is.
They have these "Samplers" curated by the owners, which are basically a window into their souls via sugar. Jeffrey’s Favorites Sampler is a bit of a trip. It includes:
- Dark Chocolate Bark (with cherries and sea salt).
- Strawberry Gummi Teeth (very on-brand for Negan).
- Milk Chocolate-Covered Swedish Fish.
- A Rice Crispy Cake with his face on it.
He apparently keeps those Swedish fish in the fridge at home to make them extra chewy. It’s a specific vibe.
Then you have the Paul Rudd side of things. Paul is obsessed with Clodhoppers—those clusters of graham crackers and peanut butter dipped in chocolate. He famously told people they’re so good they "make him angry."
Why This Matters Beyond the Celebrity Factor
In a world where every celebrity has a tequila brand or a skincare line, a Jeffrey Dean Morgan candy store feels remarkably grounded. It’s a business, sure, but it’s a preservation project.
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They’ve kept the tradition of hiring local high school kids. They’ve kept the vibe Ira built. They didn't "Hollywood-ify" it.
The shop has actually thrived under their ownership, partly because fans travel from all over the world to see the place where Negan buys his fudge. But at 8:00 AM on a Tuesday, it’s still just a place where locals grab a "Partners" coffee and a muffin before work.
Visiting Rhinebeck: The Essentials
If you're planning a trip to see the Jeffrey Dean Morgan candy store in person, here is the lowdown:
- Location: 42 E. Market Street, Rhinebeck, NY.
- The Best Way to Get There: Take the Amtrak to Rhinecliff. It’s a short, scenic ride from NYC, and the station is only about two miles from the shop.
- What to Buy: Honestly, get the Samuel’s Bar. It’s their signature. If you’re lucky, you might find a "winning ticket" inside for a candy subscription.
- Celebrity Sightings: They happen. Jeffrey and Hilarie live on a farm nearby (Mischief Farm). Paul is around often. But remember—be cool. They’re neighbors here, not just headliners.
The store is open seven days a week, usually starting early at 7:30 AM for the coffee crowd and staying open until 8:00 PM or later on weekends.
Actionable Steps for Your Visit
If you want the full experience, don't just dash in and out for a photo.
- Check the Merch: They recently leaned into their own history with cool tees and hoodies. It helps support the shop’s longevity.
- Order a Coffee: People forget this is a cafe too. The coffee is legitimately some of the best in the Hudson Valley.
- Walk the Town: Rhinebeck is incredibly walkable. Visit the Beekman Arms across the street—it's the oldest inn in America.
- Ship It: If you can't make the trip, they have a robust online store. You can literally have "Jeffrey’s Favorites" mailed to your house.
Saving a small-town staple is probably one of the most "human" things a group of A-listers has done in recent memory. It’s not about the profit margins; it’s about the fact that a town needs its candy store.
And Rhinebeck still has hers.