Villajoyosa - Spain

Located at the northern end of the Costa Blanca, around 26 kilometres from the city of Alicante, Villajoyosa is a delightful and historic town.  It stretches the length of a wide, sandy beach, with coloured fishing houses running along the seafront against a backdrop of mountains.  Villajoyosa has a rich cultural heritage. Its history as a town dates back to the 6th century.  It has been settled by the Greeks, Phoenicians, the Romans and of course the Moors, when it actually fell into decline.  The town as it is known today was founded in 1293 by an Admiral who served in the Kingdom of Aragon’s navy. Its name Villajoyosa literally means Joyful town.

Throughout the centuries Villajoyosa has been an important trading destination with olive oil, cereals and wine as well as shipbuilding, amongst others.  What it is probably most famous for however is its chocolate.  During the 19th century the town started to develop a chocolate-making industry.  Because of its trade connections, it started importing cocoa from Ecuador and Venezuela and the industry grew and grew.  The chocolate brand, ‘Valor’, which can be found in most shops and supermarkets throughout Spain, comes from Villajoyosa.

The Second Generation of Valor Chocolate Makers

The main reason for my going to Villajoyosa was indeed to visit its famous chocolate factory.  I really wanted to discover that famous factory but most importantly taste its products. 

A sample of some of the Valor Chocolates available to the Public

As one would expect, the Valor factory has a rich history and one of the sections of the building has been allocated to host the impressive chocolat-making machinery and tools from past centuries.  The museum is well appointed and the guided visit most interesting.

A Section of the Museum and the Machinery from the Past

Various Stages of Chocolate-Making - From the Bean to the Final Raw Product 

Cocoa Plants Growing in a Hot House at the Valor Chocolate Factory

We then proceeded to the chocolate-making area of the enterprise but no photos were allowed in that section.  The visit ended with a stop at the shop where all the Valor products were on sale.  The biggest issue at that point was what to choose and how much to buy as everything was so tempting. 

Individual Chocolate Display  Cabinet

The Exit of the Valor Chocolate factory

In addition to its chocolate factory, Villajoyosa offers lots of amenities and facilities; shops, bars and restaurants in abundance, a lively fish market and bustling local market, where you can pick up fresh local produce, home-made local souvenirs and crafts.

Villajoyosa really comes to life for the Moors and Christians festival in the last week of July - a re-enactment of the defeat of the Algerian Pirate Zala Arráez who came to ransack the town in 1538.  For seven days, the entire town dresses up as Moorish pirates or Christian defenders to re-enact the defense of the town.  Spectacular fireworks and lots of delicious food and drinks are available for everyone.