Valor chocolate factory and museum in Villajoyosa, Spain

Valor chocolate factory in Villajoyosa, Spain.

The goal of our today’s trip is the Valor chocolate factory and museum. It is located in the city of Villajoyosa, near Alicante in Spain. For us, it’s our second encounter with a chocolate producer. Our first adventure was during a visit to the Lindt chocolate factory in Zurich, Switzerland.

The history of chocolate production in the province of Alicante is old and rich in tradition. And although the Villajoyosa factory may not match the size or popularity of products from the famous Swiss Lindt factory, I can honestly say that Spanish chocolate is equally delicious, and its history is no less fascinating.

Chocolate and its beginnings in Europe and Spain

Supposedly, it was the Spaniards who started the chocolate craze, which has now turned into a true obsession. In Poland alone, our average countryman consumes over 5 kilograms of chocolate annually. That’s about 50 bars, and we are by no means leading consumers, quite the opposite.

However, the beginnings of chocolate in Europe were not as spectacular as one might think. After Christopher Columbus’s discovery of the Americas, cocoa beans, like many other spices and plants, made their way to the Spanish court. However, no one paid much attention to them because they didn’t know how to use them.

It wasn’t until the late 17th century that it was discovered that ground cocoa beans, when mixed with sugar, made a quite delicious beverage. Thereafter, things took off, and scientists and entrepreneurs started exploring chocolate.

In the early 18th century, precisely in 1828, a Dutch chemist patented the method of cocoa bean pulverization. Shortly after, his family also acquired other patents related to cocoa processing.

Another significant milestone in the evolution of chocolate madness was the creation of the first solid chocolate bar. This was accomplished by the English entrepreneur Francis Fry in 1847. As an interesting fact, the factory known as J. S. Fry & Sons was located in the heart of our hometown, Bristol, on Nelson Street, where we often enjoy strolling.

Another important invention was the conching process, which makes chocolate silky, smooth, and creamy in taste. This technique was introduced into production by the Lindt company from Switzerland, as you can read in our previous article.

Valor chocolate factory in Villajoyosa and its history

Let’s go back to Spain and the Valor chocolate factory in Villajoyosa, which we visited while travelling along the Costa Blanca coastline. Its history begins in the mid-18th century, when cocoa beans arrived in the town of Villajoyosa, along with the idea of making them into a sweet treat.

At that time, more than 30 families decided to engage in homemade chocolate production. In the Valor chocolate museum, you’ll have the opportunity to see what such a production looked like. Essentially, everything was done in one of the domestic rooms, converted for chocolate making.

All processes were carried out manually by the household members. Initially, the cocoa beans had to be ground into a paste using ordinary stones. Then, the obtained mass was heated and mixed with milk and sugar. Each family did this with slightly different proportions and added various ingredients. So, nuts, flower petals, vanilla, or even pepper found their way into the chocolate.

Over time, it became apparent that the Valeriano Lopez Lloret family was the most successful in chocolate production, and their chocolate became increasingly popular. Thus, the business expanded, and eventually, it was taken over by Valeriano’s eldest son, who introduced changes in line with the 20th century. New technologies and new buildings appeared, better suited to the new requirements than the cramped, domestic room. Instead of manual grinding stones, a special mill powered by animals was used for grinding cocoa.

The domestic production in Villajoyosa transformed into a full-fledged chocolate factory

Domestic pots were replaced by large cauldrons, just as moulds for shaping the finished product were introduced. Over time, draft animals were replaced by steam engines, and later, electric ones. Nearby, additional buildings constructed, including warehouses and garages for the first trucks. The former domestic workshop began to resemble a genuine factory.

A breakthrough occurred when Villajoyosa chocolate made its way to Madrid, where connoisseurs considered it one of the tastiest on the market. Over time, Valor chocolate began conquering other cities and entire provinces. The company employed more and more workers, and its leaders gazed longingly beyond Spain’s borders.

During the same period, other chocolate producers from the region gradually faded away, overwhelmed by strong competition and the battle for customers. Ultimately, only three producers remained in the market, and they continue to operate to this day.

In 1964, a modern factory was established in Villajoyosa, and the company significantly increased its production. New chocolate flavour ranges and various varieties and shapes were introduced. Some designs and flavours created at that time are still considered the essence of Valor chocolate.

In 1967, Valor chocolate factory announced a new strategy, focusing on improving product quality and diversity. It was decided not to replace cocoa butter with vegetable fat, as many other manufacturers did. At the same time, a modern machine for forming chocolate bars was installed in the factory, allowing production to reach 10,000 kilograms of chocolate per day, with the factory operating around the clock.

The company’s development continued to accelerate, and Valor chocolate factory was already available throughout Spain and much of Europe. The demand was so enormous that the factory needed expansion once again. After restructuring and expanding, the factory’s area increased to 22,000 square meters. A new cocoa bean processing department was introduced, allowing the company to stop buying partially processed products.

Valor chocolate factory in Villajoyosa in the 21st century continued its evolving, including the birth of sugar-free chocolate

The 21st century marks another breakthrough for the Valor chocolate factory. After many years of research, they succeeded in creating chocolate without the addition of sugar while maintaining its traditional taste. This is a significant step and a wholly new market. Additionally, Valor established a branch in the United States, and chocolate from their factories there reaches many countries in South America, Japan, and Eastern Europe.

Currently, Valor chocolate factory is one of the most highly regarded chocolate brands in Europe, and its sugar-free product line remains an unmatched benchmark for other manufacturers.

Visiting the Valor chocolate factory and museum in Villajoyosa is a delightful experience for chocolate enthusiasts and here’s what you can expect during your visit

Visiting the Valor chocolate factory can be a fascinating change of pace from the beautiful beaches of the Costa Blanca. Not only will you gain a wealth of new and interesting knowledge, but you’ll also get a break from the scorching Spanish sun. The tour is not lengthy, and the visit takes about an hour. Importantly, the entrance to the museum and factory is entirely free.

The museum at the factory has been open since 1998 and tells the story of chocolate in this part of Spain. You’ll find information about how local families used to make a living by producing chocolate manually in their homes. You’ll also learn the remarkable story of the Valeriano Lopez family, the founders of Valor.

However, the first exhibit you’ll encounter tells the story of the origin of chocolate and the methods used to process it. You’ll learn about cocoa trees and how cocoa beans are harvested. There’s also information about cocoa transport, storage, and the different types of cocoa.

After going through the museum, you’ll enter rooms that look exactly like the homes did when Valeriano Lopez Lloret began his chocolate adventure. Handcrafting chocolate was not a simple task and required the tremendous effort of the entire family.

Upon leaving the museum, a guide will take you to the factory, where you can observe the production line from a special glassed-in terrace. The view is very intriguing, although unfortunately, photography is not allowed, so you’ll have to take my word for it.

Before concluding your tour of the Valor factory, you’ll visit the company’s store, where you can purchase any of the chocolates produced on-site. There are some great product sets available, featuring various popular flavours. It can be a lovely souvenir and a unique gift for loved ones, especially since the prices are quite reasonable.

Of course, you can taste individual chocolate flavours in the store before making a purchase. I highly recommend trying the sugar-free chocolate line; they are surprisingly delicious, and it would be difficult for me to distinguish them from regular chocolate.

We thoroughly enjoyed our journey into the world of Spanish chocolate. The pleasure of strolling through the air-conditioned and wonderfully fragrant premises was a highlight. Even though one could nitpick about shortcomings in the organization of the factory tour or the relatively basic museum, remember that this pleasure is entirely free.

If you’re a chocolate enthusiast and have had your fill of beaches, sand, or sun, you must visit the Valor chocolate factory in Villajoyosa.

Valor chocolate factory in Villajoyosa – information and trivia

• Factory tours take place in the morning hours at 10:00, 11:00, 12:00, and 13:00, as well as in the afternoon at 16:00, 17:00, 18:00, and 19:00. As you can easily guess, each tour lasts for just under an hour.
• Entrance to the museum and factory is free.
• You can visit the Valor chocolate factory in Villajoyosa through organized tours from various locations along the Costa Blanca coast.
• Although the tour is free of charge, you do need to have a ticket. The easiest way is to register your visit through the website.
• If you don’t register your visit online, there is an automated machine at the factory entrance where you can obtain a ticket. However, please note that the touring group cannot exceed 50 people, so the ticket you get from the machine may assign you to one of the later groups.
• Address of the Valor factory and museum: Chocolates Valor, S.A. Pianista Gonzalo Soriano, 13 · 03570 Villajoyosa · Alicante. Chocolate production at the site of the current factory began in 1881.
• The founder of Valor was Valeriano López Lloret.
• The company has undergone several significant transformations that have influenced its position among chocolate producers.
• Thanks to its innovation and commitment to product quality, Valor is one of the more prominent chocolate manufacturers in Spain.
• The company gained popularity with its product line aimed at adults. Its advertising campaign under the slogan “Pleasure for Adults” has become legendary. The company’s position is so significant that in 2006, on the occasion of its 125th anniversary, the factory was visited by the Prince and Princess of Asturias.
• Currently, Valor has many factories, and its products are distributed to 45 countries worldwide.
• Valor offers not only a sugar-free product line but also gluten-free options and chocolate devoid of fat.

Polish version