Valor Chocolates

The aroma of roasted cocoa permeates every corner of this chocolate factory and welcomes you to one of Spain’s oldest chocolate companies. This aroma, which comes from roasting the cacao beans, is one of the things that sets this company apart, since very few companies in the world do this—it’s what’s known as “bean-to-bar,” meaning that this factory controls the entire production process.

In 1998, Chocolates Valor took another step forward in promoting and researching its product and created the Chocolate Museum. In 2008, after ten years of operation, the museum was recognized by the Valencian Regional Government as the Valencian Chocolate Museum, and in 2016 it received the international “CICOP” award for the preservation of industrial heritage. It is located in what was once the small family-run factory, next to the current modern facilities, and has gradually expanded its space to offer visitors new experiences.

This museum houses one of the finest collections of chocolate-making machinery from different eras, dating from the time when cacao was ground with stone mills to the present day. It also offers insight into the chocolate-making process and how it has evolved since Valeriano López began his journey in the chocolate industry in 1881. It also traces the growth of the Valor brand, the changes in its product packaging, and the company’s various brands… In short, it’s an exhibition where you’ll find everything that defines this internationally renowned firm, which has grown under the guidance of five generations of master chocolatiers who have led it.

In addition, cacao—as the main ingredient in chocolate—has its own section in this museum and is the focus of its latest expansion. In this modern exhibition hall, we discover the origins of cacao, its cultivation, and the mythology surrounding it. Here, Chocolates Valor offers us a unique sensory experience that words simply cannot describe.

The experience is rounded out with a tour of the modern Chocolates Valor factory, followed by a tasting in the store. Each year, nearly 100,000 people visit this museum, which has become one of the key drivers in promoting La Vila Joiosa.

VISIT THE WEBSITE