Chocolate samples during the Valor factory visit
One of the reasons to visit our campgrounds, beyond the proximity to the Costa Blanca and the scenic richness of the Marina Baja, with the Sierra de Aitana as the main attraction, is the wide range of nearby cultural and gastronomic attractions. One of them is the visit to the Chocolates Valor factory, which is located in the neighboring town of Villajoyosa.
Chocolate lovers have in this Valor factory in Villajoyosa the perfect excuse to satisfy all their sweet and cocoa cravings. At Camping Armanello, we always recommend our guests and campers to go beyond sun and beach tourism during their stay on the Costa Blanca, so immersing themselves in the chocolate culture of this company is one of our most repeated suggestions.
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History of Chocolates Valor
The visit to Chocolates Valor will help you understand how Villajoyosa has been interconnected with cocoa for more than a century. This Alicante town has a long historical relationship with fishing routes and voyages to America, which allowed the arrival of cocoa, salted fish, almonds, and exotic products.
The first chocolatier in Villajoyosa opens the first chocolate factory in 1810. Its name was “La Perfección”. During the first half of the 19th century, other factories appeared until, decades later, the Valor company was inaugurated. The journey of this family began in 1881, with the founder Valeriano López Lloret.
His son, Vicente López Soler, continued with the family business and was the first to establish a commercial route for Chocolates Valor between Villajoyosa and Madrid. In the first decades of the 20th century, progress continued, including improvements in the factory and distribution, the arrival of electricity, and the expansion of employment to people outside the family.
A recognized brand throughout Spain
The passage of decades, along with the ceaseless activity of this company, has allowed Chocolates Valor to become a highly recognizable brand throughout Spain. Starting in the 1960s, Valor adopted quality as one of its hallmarks. So much so that in 1967 it launched Pure Chocolate.
All these steps aim to continue with modernization, which also leads to renewal in the management team, expansion of facilities, and the introduction of new products for sale.
Already in the 20th century, those in charge maintain their firm commitment to innovation. This is evident through the launch of sugar-free chocolate, or the modernization of the logo, packaging, and messages sent to their customers.
Chocolates Valor has been growing steadily for over 140 years. Currently, its products are marketed in 45 countries around the world, including distant locations such as Australia, Japan, Argentina, Canada, and the United States. And the origin of all this is in Villajoyosa, just 20 minutes from our Camping Armanello facilities.
How to visit the Chocolates Valor factory
The chocolate factory in Villajoyosa is located on Avinguda Pianista Gonzalo Soriano, in the same town. To get there, you need to get a ticket at the entrance. Admission is free. The visits have a maximum capacity of 25 people and include two settings, the factory itself and the House Museum.
Visit to Chocolates Valor: House Museum
In the museum, you first enter an exhibition room that showcases the history of cacao, the fruit from which chocolate is obtained. Here, it is explained how this product is produced, when it was discovered, and what treatment it receives until it becomes chocolate.
Further on, you enter an audiovisual room where an explanation about the Valor company and its trajectory begins. The Valor Chocolate Museum was inaugurated in 1998. 10 years later, the Valencian Government recognized it as the Valencian Chocolate Museum.
Valor Chocolate Factory
The factory visit is conducted through a glass window from an elevated area. During the tour, guides explain step by step how all the products that come out of the Valor Chocolate factory are made. For hygiene reasons, visitors cannot access the work floor, but it is very hypnotic to see the employees and machines in full operation.
This tour is particularly surprising due to the intense chocolate smell that permeates everything. Visitors must wear protective uniforms. The visit concludes with a product tasting area and the opportunity to purchase Valor chocolates before leaving the premises.
A visit to the Valor factory will add that sweet touch to your stay at Camping Armanello. The presence of this century-old company in Villajoyosa is another example that the Marina Baja is much more than an endless array of beaches for sunbathing and enjoying the Mediterranean.
