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 One of the foremost names in Spanish chocolate is Chocolates Valor. After 125 years, Valor is still making exquisite chocolates comprised of the perfect combination of taste and texture. The secret, many say, is the fact that Valor splits the cocoa beans on site, avoiding the ready-made paste that is common throughout the industry. While southern Europe isn’t terribly well-known for superior chocolates, Valor is an exception that has proved themselves time and again throughout their storied history.
In 1881, Valor patriarch Don Valeriano López Lloret began making chocolate. His fascination with perfection gave root to what is now Chocolates Valor. His son, Don Vincente López Lloret took over the company in 1890, and expanded it through his knowledge of agriculture. His goal was to create the best chocolates by using the best ingredients, particularly the cocoa and sugar.
By 1916, the company had expanded to selling its confections to neighboring villages and provinces. In order to keep up with demand, Valor moved from a simple grindstone for milling the cocoa to a capstan mill. The capstan mill, a large wheel moved by a team of horses, allowed for the milling of larger quantities in a shorter amount of time. The horses were replaced by a diesel engine in 1930, allowing for even further growth.
Throughout this growth, Chocolates Valor was still almost entirely run by the descendents of Don Valeriano López Lloret. By the mid-1930’s, it became necessary to sometimes hire outside employees on a daily business. The Spanish Civil War (1936-1939), however, greatly limited the growth of Valor as there were quotas on almost all of the ingredients in the chocolate process.
In fact, the family lost control of the factory property in the socialization that followed the Nationalist (Fascist) party’s victory in the Civil War. In 1942, Don Pedro López Mayor formed a partnership with his brother Don Valeriano López. Together, they were able to recover the factory property and renew the Valor company. They were joined in 1950 by Don Valeriano López Lloret, grandson of the original chocolate maker Don Valeriano López Lloret. Their three-part partnership became official in 1953.
The partners set out to aggressively grow the company and return it to its former glory. They hired sales representatives to reach out to businesses throughout the provinces of Alicante, Murcia and Albacete. By the mid-1950’s, a second factory in Torrellano was needed to keep up with the demand. And in 1963, the main factory moved from La Ermita to Les Mediasses, Villajoysa, allowing for experimentation in the range of chocolates offered. The experimentation resulted in the “Soy differente” brand that is still registered today.
Throughout the 1960’s and 1970’s, the company continued to grow and prosper. The factory itself went through several cycles of automation and expansion due to the skyrocketing demand. And in 1973, Valor became a public limited company with the same trade name and the same owners.
The company celebrated its centennial in 1981, and the 1980’s brought even more modernization and expansion. These aggressive projects were completed in three phases, finally coming to fruition in 1988.
The last fifteen years have brought a global expansion in the availability of Valor products. South America and Asia were added to the list of areas where the Valor name is known and loved. In 2002, Valor came to Central and North America through a partnership with Valor USA inc.
 As Valor celebrates its 125th anniversary this year, chocolate lovers the world over can rejoice in its continued prosperity and expertise. The product line has continued to expand throughout the years, adding such items as sugar free chocolates and Signature Chocolates. These additions serve as a delicious complement to all the other products Valor has traditionally offered as well as those yet to come.
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