June 26, 2007
Villajoyosa
Then to the Valor Chocolate Factory in Villajoyosa. The largest producer of chocolate in Spain, Valor uses very sensual and almost soft core,“adult” oriented pitches to sell the chocolate. We saw Nederland Cacao powder in the storage area and chocolate beans from Ghana. The audience, mostly families, giggled in appreciation at the delicious chocolate and also the funny video promotion.
In contrast to Comes, everything at Valor is very mechanized. People barely touch the chocolate. The company was started in 1881 by D. Valerian Lopez Lloret. Valor was his nickname. In the area 30 families made chocolate traveling all around the countryside selling chocolate. The museum opened in 1998.
