The Valor Chocolate Museum is housed in the old building that was once the family factory. It opened its doors to the public in 1998 and displays one of the finest collections of machinery used in the chocolate industry. It’s a unique space that attracts countless chocolate lovers to Villajoyosa (known as La Vila Joiosa in Valencian, its co-official name.) An intense scent of cocoa fills the air of this Mediterranean town, which is also famous for the colourful façades of its houses and its seafaring spirit.
This is where the story of the Valor family of chocolatiers began in 1881 and the factory is still here today, producing different types and flavours of one of the best-loved chocolates in Spain and around the world. Visitors are drawn here to discover the history of this Alicante dynasty and the manufacturing processes used to make the chocolate. After exploring the various spaces in the museum, you’ll be ready to enjoy a tasting session of this sweet and nutritious ambrosia.
Chocolates Valor in Villajoyosa — a long history
The origins of chocolate-making in Villajoyosa can be traced back to the 17th century and are linked to the town’s maritime tradition and its trade routes with America. Salted foods, almonds, and exotic products such as cocoa pods were brought back from the New World. The first chocolatier was recorded in 1810 and years later the first cocoa factory appeared: “La Perfección”. Several other chocolate businesses followed until there were 29 in 1937.
The Valor company began its history in Villajoyosa in 1962 although the family had previously made chocolate in other areas of the region. Valor has achieved the greatest renown of all the brands in Villajoyosa, but other emblematic brands are also based in the town such as Clavileño and Chocolates Pérez who still use artesanal techniques. Villajoyosa is a pioneering centre for the export of this sweet treat and organises tours around its chocolate factories for tourists to enjoy.
Every year, in August, a hugely popular event known as “La Xocolatísima” is held in the town. It involves an extensive programme of activities that includes guided tours of the different factories and, of course, the Valor Chocolate Museum, where you can learn all about the healing and beneficial properties of chocolate. A huge chocolatada (hot-chocolate party) is held in the historical centre with cookery and confectionery courses, and there are even film screenings too.
Valor Chocolate Museum: a delight for the senses
The Valor Chocolate Museum opened in 1998 and was recognised by the Valencian Community as the Valencian Museum of Chocolate in 2008. Its website poses the following question: would you like to experience making the finest Valor chocolate? If the answer to this tempting question is yes, an enriching journey awaits you as you discover the secrets behind the wide range of flavours and textures of this traditional chocolate.
The museum is located in the centre, in Av. Pianista Gonzalo Soriano, 13, and during your visit you’ll learn about the origins of the cocoa used by the company and the evolution of its manufacturing processes. The space has an extensive collection of tools and machinery used by the chocolate industry in different time periods.
On your journey through the museum’s rooms, you’ll discover the family’s history, the different phases of the Chocolate Valor company from its creation in 1881 and how it progressed under five generations of master chocolatiers. A visit to the museum will take you through the 500-year history of this delicious treat, starting in the age when cocoa was ground by stone up until the present day. Information panels explain the origins of cocoa, its different varieties, how it reached Spain and the utensils used to enjoy it over the centuries.
Fascinating facts from a visit to the Villajoyosa Chocolate Museum
Visitors to the Valor Museum in Villajoyosa are greeted by the bewitching scent of chocolate and you can admire several cacao plants in a small greenhouse by the entrance. During the visit, which is free, your guide will explain the stories behind the photos on display and the different types of machinery and objects.
One image is of Valeriano López Lloret, “Mr Valor”, the company founder. He originally sold his chocolates (which were made by the family at their home bakery in La Ermita) from door to door as he travelled by horseback around the provinces of Cuenca, Toledo and Albacete. At the end of the 19th century his son Vicente López Soler took over the company and introduced a series of improvements. A mechanical mill replaced the grindstone and a horse and cart was used for deliveries. Their area of activity expanded to the Madrid region. and their products were known as “Uncle Valor’s chocolates” although the brand focused on bars of chocolate after the Spanish Civil War.
In 1962 the company purchased 8,000 m2 of land in Villajoyosa and began a phase of expansion, applying new production processes to achieve high quality chocolate at a fair price. Then it began to launch new lines such as the rhombus or the “Soy diferente” (“I’m Different”) range which is still a registered brand and embodies the distinctive spirit of Valor.
The company become the first producer of 500 g bars in the market and included Mediterranean almonds in this new size. Today it remains one of the few chocolatiers in the world to control the full chocolate production process from the cocoa bean all the way to the final product.
The Valor family company stands out for its ability to innovate and move with the times. There are numerous fascinating stories and key moments that define the company’s evolution; one of the most recent was the period between 2000 and 2005 when the logo and wrapping was modernised and there was a significant change in its communications strategy with a new focus on the concept of “pleasure”. The first advert to reflect this change was “Puro placer” (“Pure Pleasure”) which was followed by a series of adverts under the slogan “Placer adulto” (“Adult Pleasure”) to disassociate chocolate from the traditional children’s sector.
Watch the process at the Valor Chocolate Valor Factory
The museum visit wouldn’t be complete without a trip to the factory where Valor chocolate is still made. It’s the largest in Villajoyosa and employs over 300 people. Visitors reach the factory along an upper corridor and from here you can observe the manufacturing and packaging processes from behind glass. A multi-use room screens an explanatory video that describes each step in the process.
Room temperatures in the production machinery area are around 40ºC and the air is filled with an intense scent of chocolate. This area is fully automated and only requires a small team. You can also watch the quality control and tasting areas from behind the glass. A corridor leads to another zone that is used for packaging and here the temperature is around 17-18ºC. This is where the workers assemble the boxes and pack them with bars of chocolate. The tour ends in the shop — after sampling different pieces of chocolate, it’s time to decide which products you want to take home with you.
Chocolaterías Valor in Alicante: a total pleasure
There are a large number of Valor chocolate shops in Alicante province and you’ll find important branches in Altea, Benidorm, Villajoyosa, El Campello and Torrevieja. There is one in Alicante city too, of course, and residents can enjoy Valor specialities in its famous café on the Esplanada d’Espanya. It serves breakfasts, ice creams, home-made slushies and own brand gourmet chocolates.
In 2018 a new space opened on the beachfront promenade by San Juan beach. This store covers approximately 80 m2 and also has a terrace. Like other Chocolaterías Valor, the café has an area set aside for a shop and here you can purchase the brand’s standard products plus exclusive items such as Chocoperlas, fig chocolates or limited edition nougat. The store also has a ‘Summer Menu’ in tribute to its beachfront location that includes various cold options for the hottest summer months.
