They are breads of four generations. Valero Forn Tradicional was founded in 1957 with the opening of a small bakery in the Can Puiggener neighborhood of Sabadell, by Pedro Valero, the grandfather of Esteve Corsellas, current CEO of Valero Grup. Over the years, the business grew supported by the passion of this family business for making bread, pastries and cakes using traditional methods, but with a clear commitment to technology.
After 65 years, the acquisition of two factories of 1,000 m2 and 4,000 m2 and constant changes in response to market needs, the company stands on two legs: Antic Tradicional, which manufactures and distributes frozen dough to the main commercial areas in Spain (they are leaders in peasant bread), and Panificadora Valero, a specialist in traditional bakery and pastry, which is made in its own workshop, with stone sole ovens.
They declare themselves lovers of good bread. They were the first in Sabadell to opt for Sant Julià bread, made with flour from the city's Parc Agrari. “We continue to control the entire traditional production process, with sourdough, fermentation time and rest. We obtain a quality product, made by professional bakers, which we sell in our 25 stores in Vallès (Sabadell, Sant Quirze, Matadepera, Terrassa...)”, Corsellas details.
There are 340 people working in the entire group, and Corsellas' goal is to grow sustainably. “In the next few years we want to reach 40 stores. For the time being, by working with part of the fresh product, we will open the market in the metropolitan area and bet on places with tastings to give the customer a plus”, he announces. The investment in machinery is constant. In the last two years, the firm has acquired a new line of ovens to make sole bread for two million euros. The manager does not rule out growing outside the demarcation.
Inflation is now the main obstacle Valero Grup is facing. The increase in the price of raw materials has been "exorbitant", admits Corsellas, and has forced the company to raise the price of its final products. “We have tried not to make the rise big, because if not, we are going to lose customers. Even so, the situation is worrying because flour is twice as expensive and the electricity bill has multiplied by four”, he laments.
Valero Grup plans to increase its turnover in 2022 and close the year with 24 million euros, but the margin will decrease. In 2021 it was 19 million. “We must continue to grow to avoid inflation, because it is here to stay. Either we gain more volume, or we fall behind”, he concludes.
