About Chocolates Valor

Master Chocolatier Since 1881



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.

Click here to visit Chocolates Valor's 125th Annivesary website.