The book that describes the history of Avianense was launched in the auditorium of the Chocolates Museum, a cultural and interactive space that tells the story of the brand and the universe of the chocolates as emblematic for several generations as Christmas fantasies, chocolate umbrellas, or the Imperador bonbons.
The presentation of the literary work, by Mota Leite, was made by António Maranhão Peixoto, who began by alluding to the prologue that “praises the unmistakable taste of chocolate and identifies the oldest Portuguese chocolate factory that has been active for more than 100 years”.
“In a precious historical context, we are transported to the New World of Discovery and the mutations caused, namely by the richness of cocoa and its introduction in European gastronomy, this delicacy from the gods that gives energy, vitality, wisdom and pleasure to humans”, he said.
In another chapter, “In a lucid and pertinent lesson, we’ve learned about the stages of this delight’s manufacture and entered the corridor of the origin of the primitive factory. This is January 1914 and from this we identify the agents of this endeavor, the vicissitudes and challenges, the constant promotion of modernity, both in facilities and equipment, as well as in the ability of its human resources, without forgetting the advertising investment. So far the author has handled and studied, intensively and patiently thousands of documents, as well as living with former workers who witnessed the modus operandi and the experiences in the factory located in Rua do Gontim, Princesa do Lima”.
‘Avianense’’s New Era, 2005
“It is Luciano Maciel da Costa – the new owner and manager – who operates the arduous and bold rebirth of Avianense. Not next to the Lethes and in the shadow of the Santa Luzia mountain range, but here, here in the prosperous land of the municipality of Barcelos. He believed, betted, fought and built a new plan in the excellent coordinates of this model factory. We have no doubt that in the testimony to posterity, fighting the dynamics of forgetting without limits, we will have: Avianense before and after Durrães”.
Towards the end of the session, António Maranhão Peixoto also highlighted the chapter “Products and Graphic Memory” and summarized it: “it is a superb, authentic, high-quality work of art that largely transcends the investment of the possible”.
“It is a simple piece, a book of planetary dimension; not only for its content, but for the way it was elaborated. Its bilingual dimension binds its Portuguese nature and inexorably projects it around the world”.
The book was also presented at the 37th Barcelos Book Fair (37ª Feira do Livro de Barcelos).
The ‘Avianense ’is the oldest Portuguese chocolate factory that has been in business for the last 100 years and started production in 1914.
