The History of The Valor Chocolates Company



From Wikipedia, the free encyclopedia


Chocolates Valor SA


Anonymous society 






Villajoyosa ,  Alicante 

key people

Pedro Lopez Mayor, President

Pedro Lopez Mayor, CEO 


240 + Ivi 



[ Edit data in Wikidata ] 


Chocolates Valor SA is a company dedicated to the manufacture of chocolates based in Villajoyosa , Alicante , Valencia , Spain .  Sells four ranges of products: tablets of chocolate, hot chocolate, sweets and pastries.


Index  [ocultar]

 1 History

 2 Features

 3 References

 4 See also

 5 External links


History [ edit ]


In 1881 , in Villajoyosa , Alicante , Valeriano López Lloret, known as Lord Value, it becomes Xocolater.  This is a craftsman who rented his services to the Valencian families required it to perform in their own homes ounces, pounds and hot chocolate.

Later it was decided to make chocolate at home and later settled in the Ermita de San Antonio, a small village four kilometers of Villajoyosa .  Valeriano's son, Vicente Lopez Soler, will take over the company. 

Since 1916 they begin to evolve the processes in the manufacture and distribution of chocolate.  The pedra (stone) Xocolater own milling is replaced by a winch mill powered by horses and later, they will be relieved by a diesel engine. 

In 1935, Valor is motorized and incorporates its first motor vehicle for distribution activities: a van Chevrolet capable of carrying about 1,500 kilos.

When in 1935 the electricity reaches the Hermitage, Valor is already a small family factory that employs several workers people.  This is where the development of value in the business and commercial sector, a development that is hampered by the Spanish Civil War begins.

In 1939 it retakes its activity, although the means are scarce and insufficient raw materials.  This period is followed by two decades of economic crisis: The 40s and 50s, characterized by a policy of economic autarky and state interventionism, suppose for Value and the other chocolate factories dependence quotas and quotas of raw materials and the submission and control of the police station supplies .

A mid-50s, when the economic crisis seemed to be coming to an end, Value tries to recover the lost time, gradually improving its facilities and production elements, to the extent of their economic possibilities, which at that time were very modest.

The company attempts to break the deadlock not only by improving processes but also through the figure of the Representatives in almost all towns of the province and surroundings.

In the 60s , Value gives a turn to its activity and begins to draw the lines of what the future will Chocolates Valor.  Development plans and stabilization revert positively in the industrial sector and tourism and thus the chocolate industry and the chocolate occupy a new position in the market for consumer goods.

In 1964 , a new plant is built in the Game of Mediases in Villajoyosa.  The plot is much higher, around 6,000m², which allows you to not only increase production but also modernize facilities and equipment, improve quality and make more complete range of chocolates.

This claim of improvement and renovation continues throughout the years, and in 1968, the house Value carries out one of its projects more ambitious renovation and expansion, which manages to place the production capacity of the company at 10,000 kilos.

In the late 60s, Value gives the last turn to its activity and adopted as company policy promoting quality.  In 1968 it launched the 100% pure chocolate.  This is a new way of conceiving the production of chocolate by rejecting the use of vegetable fats.

In the mid-70 a total restructuring and expansion of the manufacturing plant, which would allow doubling the production capacity is necessary.

The end surface of the current floor is covered 22.000m².

The first chocolate factory that Value created in Spain saw the light in the year 1984 .  This was the germ of the first franchise, which would be set in the year 1993 .

From then until now they have come to 30 the total number of franchises scattered throughout the geography four franchised.  Cities like Valencia , Barcelona , Madrid , Vigo or Alicante have become part of an expansion strategy that maintains growth forecasts.

Features [ edit ]

Although sells all kinds of chocolate products in the Spanish market is noted for sugar - free products and the hot chocolate.  On the other hand, the company exports its products to about 50 countries.  40 % of its exports are to the United States, 25% to Latin America,  another 25% in Asia and the remaining 15% is sold in other countries.  it also has a franchise Chocolatiers which already has 39 establishments. 


 References [ edit ]


1.  ↑ Saltar a: to b Fernando Barciela (3 May 2013). "Chocolate is spelled with ñ» .  The country. 

2.  ↑ Saltar a: a b c "History and tradition" .  Web of Chocolates Valor.  Retrieved on July 8, 2015. 

3.  ↑ Saltar a: a b c d "value like Chocolate increasingly abroad" .  The country.  January 18, 2012. 


See also [ edit ]

Chocolate Museum Valor

External links [ edit ]

Chocolates Valor official website

Official web site Chocolaterias Value

Categories :  Food companies in Spain


Companies in the province of Alicante


History and tradition


Chocolatiers since 1881


More than 130 years devoted to developing the best chocolate.  Read the story of Chocolates Valor, from our beginnings to the present, all important moments that have made us grow, improve and evolve into here.



Don Valeriano Lopez Lloret takes up the profession of chocolate maker and starts the activity that will later give rise to the present day company.



Don Vicente Lopez Soler, son of Done Valeriano Lopez Lloret, takes charge of this small family industry and carries on with his agriculture activity.



The capstan mill, which is a large wheel, moved by a team of horses replaces the simple grindstone. Sales extend to other villages and provinces.





A diesel motor replaces the team of horses on the capstan mill. Sales are no longer made directly to families and begin to be channelled through shops and businesses.  A horse-drawn carriage is replaced by a Chevrolet van, with license plate A-4470. This vehicle, which was the first used by Valor Chocolates, could take a load of 1,500 kilograms.



Electricity arrives at La Ermita and at Valor Chocolates. The small factory provides work for family members and occasionally employs another worker on a daily basis.



At this time Chocolate factories are subjected to quotas of raw materials, cocoa and sugar. The Supply Commitee channels and controls sales.  Valor is prevented from developing further due to the limited size of its quotas.



After the Civil War recovers the property of the factory, given during the socializing process within industry. With the intention of giving new life to the company, Don Pedro Lopez Mayor, takes charge and forms a partnership with his brother, Don Valeriano Lopez.




Don Valeriano Lopez Lloret, a cousin of the founders and grandson of the first chocolate maker joins the company.  In 1953, the three partners set up a general partnership with deeds of incorporation called "Valeriano and Pedro Lopez SRC."



The company tries to make up for lost time and decides to improve and enlarge its plant the best it can given the modest budget available. It also expands its market by recruiting sales representatives throughout almost all the villages in the provinces of Alicante, Murcia and Albacete.

Shortly afterwards, a factory is rented in Torrellano in order to satisfy the demand of the growing market.





A new factory is built in Les Mediasses, Villajoyosa on a 6,000 square meter plot of land. In 1964, all the machinery in the La Ermita factory is transferred to the new factory and more new machinery is purchased, which not only allows the company to increase production but also to improve and extend its range of chocolates. Valor launches on the market very original chocolate products, as the "rombo" or the range "Soy diferente", a brand name that continues to be registered still today.



Two important factors for the future of Valor take place.  Firstly, the first automatic moulding and demoulding equipment is installed. This forms part of an ambitious project of renovation, moderization and enlargement of the factory, whose production capacity is now situated at 10,000 kilograms per 8-hour day.

Secondly, Valor decides to follow a strategy based on quality and launches on the market the best chocolate it is capable of producing. It is called Pure Chocolate in order to highlight its rejection of the use of vegetable fats as a substitute for cocoa butter. The consumers' acceptance of this pure chocolate surpassed even the most optimistic expectations of the company and it became the key product of the company.





Valor becomes a public limited company with the same trade name as the owners. The common factors throughout have always been an unusual human and personal element, an extraordinary capacity for work, complete dedication to the company and particular attention to quality.



Continuous extensions to the facctory were being carried out year after year, at the same time as new machinery was being installed which improved and increased production. However, its commercial expansion at this time was huge and the demand created by volume of sales was increasing constantly. This situation called for the complete restructuring and enlargement of the plant which would allow the production capacity to be doubled. A second automatic moulding and demoulding equipment is installed.


The management team is enlarged and a network is set up with representatives in all Spanish provinces, revealing the Company's commitment to the nascent process of Mass Distribution that was starting to transform the Spanish food sector, with the entry of European hypermarket-type chains.





The Company celebrates its centenary at the El Montiboli Hotel in Villejoyosa, with emotional tributes to Mr. Pedro Lopez Mayor and the manager Mr. Antonio Galiana.



In 1983, this need for the complete restructuring of Valor Chocolates led to the creation of an ambitious project for the modernization and expansion of all its facilities.

The project was divided into three phases, the first of which was completed in September 1987 with an investment of over 300 million pesetas (over 1.8 million euros).

This year marked the opening of the first Valor Chocolate Shop, the embryo of the first chocolate shop franchise in Spain, in Villajoyosa. A dream come true: the creation of a "chocolate temple", completey different to normal catering outlets, to present and promote our wide range of chocolates, transmitting our philosophy to end consumers.



The second stage of renovation was carried out between 1988 and 1990, with over 400 million pesetas invested (over 12 million euros). This new plant was opened on November 16, 1990. Valor fulfilled its dream of setting up the most modern chocolate factory in Spain.





Valor starts selling chocolates and begins exporting to some South American and Asian countries, including Argentina, Venezuela and Japan.



Finally, on September 29, 1995, a new extension was added to the area already built, the plant occupies a total surface area of 22,000 square meters.

This extension included the buildings for treating the cocoa beans (Valor continues to split the cocoa beans on its premises instead of buying the ready-made paste) and the installation of packaging the finished product. The extension also included work to the area set aside for offices.

The extension was fundamentally a response to the increase in demand for chocolate.




Valor embarks on a historic communication campaign, based on a concept intrinsic to the brand - "pleasure". It started by modernizing and improving the logo and all wrapping. These changes were presented in the television show "Pure Placer" (Pure Pleasure). This was followed by a series of spots with the slogan "Placer Adulto" (Adult Pleasure). This was another way in which the company differentiated its products in a sector historically linked to children.

Soon this advertising concept was followed by large companies from both the chocolate sector and other food sectors.

The Sugar Free range of chocolate was launched after three years of in-depth research, resulting in a "bouquet" identical to the taste obtained with traditional formulae.



Celebration of the 500th Anniversary of the Discovery of Cocoa. This year, and to mark its 500th Annivesary, Valor informed its users about such a milestone event, namely the discovery of Cocoa. In collaboration with the organizers of the Quetzal-BBVA route, a series of events were organized to commemorate this important event.

Valor embarks on an exciting adventure with the start-up of the commercial subsidiary Valor USA Inc., which will distribute the product in the Central and North American markets.



Expansion of the line of handmade chocolates to cater to the growing demand from the 30 chocolate shops and Valor's firm commitment to Signature Chocolates, its new top range of chocolates.

It also increases the production capacity of Sugar Free chocolates to cover growing demand in this market.



During this year and because of the 125 Anniversary, commemorative acts emphasizing the visit of HRH the Princes of Asturias to the Chocolates Valor facilities in Villajoyosa, the new Autor chocolates plant inauguration, the broadcast of the radio program "Herrera en la Onda" of the Onda Cero and the chocolate art gallery.


This page was last modified on 24 November 2015 at 21:01.

Text is available under the Creative Commons Attribution Share Alike 3.0   ;  could be applicable addenda.  Read them the terms of use for more information.

Wikipedia® is a registered trademark of the Wikimedia Foundation, Inc. , a non-profit organization.