The Spanish word "valor" in translation has several meanings, but some of them represent value, courage and bravery. Those are the words that can precisely describe the thinking of a Spanish chocolate maker whose story began in 1881.
It all started in the town of Villajoyosa, located in the province of Alicante in the Spanish Autonomous Province of Valencia (Comunidad Valenciana) when Valentino López Lloret, nicknamed Seῆor Valor by the locals, founded a company called Chocolates Valor SA. Initially, Valentino worked directly with families whose palates craved sweets, and who took from him a few grams or even a few pounds of chocolate. After his son, Vicente López Soler, inherited the company, the evolution of chocolate production began in the late 19th century, and in 1916 manual stone grinding was replaced by a horse-powered mechanical mill winch, soon to be taken over by a diesel engine. With advances in production, sales spread to other cities and provinces, and distribution directly to families ceased. The products are now distributed exclusively to shops, and the first distribution truck was purchased by Valor in 1935, which replaced the horse-drawn carriage, and could carry up to 1,500 kilograms of chocolate.

The event that launched Valor chocolate among the elite of first-class delicacies took place in 2005, when after a detailed, three-year research, Valor gluten-free chocolate was introduced to the market. a natural sweetener and sugar substitute derived from the Stevia rebaudiana plant, thus drastically increasing the demand for this sugar-free sweet treat in a short period of time. Only a few years later, Valor chocolates became globally recognized, and in 2011 they won one of the most prestigious European Candy Kettle Awards for special contribution to research and development, innovation in product quality and production technology, exceptional marketing and sales strategy, and for a unique contribution to the development of the confectionery industry.