They have deseasonalized nougat consumption. A small revolution that began with a commitment: that all Torrons Vicens shops remain open all year round. A possibility that the bars of this sweet, always associated with Christmas, are present in the daily life of people and especially in the eyes of tourists who come to Spain. The dates seem to match Ángel Velasco (Barcelona, 45 years old). In 2000, his father Ángel Velasco, who died last year, bought the company that had been producing nougat in Agramunt (Lleida) since 1775 and was at that time in ruins with eight references on the market. .
In one year they earned half a million euros and employed eight people. They now generate a turnover of 85 million euros, they manage 66 of their own stores in different countries, with Mexico being the second country in terms of business volume after Spain, they sell 300 flavors, 600 references, 5 million kilos, and they have a staff of 400 professionals , at Christmas time there are 600. He is happy. “We managed to run two campaigns with Nougat, one from January to September and one from October to December. It was important that people who came to Spain, instead of the Mexican hat and castanets they bought here, took with them this product, which is like ham, as a souvenir and to teach us something about our gastronomy.”
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He talks about it in the 600 square meter store on Paseo del Prado in Madrid, one of the company's flagships, which opened at the end of 2019. He could hardly imagine what was in store for them with the pandemic. “It was tough times, but it helped us modernize the space we had and improve things.”
Also worth highlighting is the innovative nature of the company, which led to experimenting with flavors. For example, this year, like everyone else, they have released a dozen flavors, two of the most surprising are the Chupa Chups flavor and the Ham flavor. The latter, he assures, worked hand in hand with ham producer Enrique Tomás for eight years. “It cost us a lot because it was risky because of the criticism we could get, but fortunately it has been widely accepted,” explains Velasco. And to those who wonder whether this creativity can be considered nougat, we answer that the combination of almonds and ham can be classified as nougat. In this sense, he refers to the existing regulation regarding the almond content, “and this is always adhered to.”
Despite all these surprising flavors, the best seller is still the unburnable soft nougat, the traditional almond nougat, followed by the toasted egg yolk nougat. He explains that during this time they have never had to withdraw a flavor from the market due to lack of acceptance. “We have a large workshop and can therefore produce batches of 5,000 tablets and adapt production to sales.” Another achievement he would like to highlight is that he sits in a room on the first floor of the busy Madrid store, where he plans to open a museum with the history of nougat, modeled and imaged on the museum that opened in The aim of the new store on Las Ramblas in Barcelona is to revitalize the sector and attract a younger clientele with these new flavors to win.
“We have democratized the consumption of nougat by making it artisanally, just like in a pastry shop, but in large quantities.” We have brought artisanal nougat to large stores at an affordable price. It could be our panettone, one of the products that, like ham, identifies with our gastronomy,” he emphasizes. The fact that we are a family business also contributes to this: “We are not subject to an investment fund that forces us to do anything.” We increase sales by opening stores, penetrating markets in which we are not so strong, and through Exports.” He adds that they don't follow a strategic plan, “everything is easier, when we see a place that interests us, we try to keep it.” That's where he is right now, with a new field of activity that he persecuted in Madrid.
The decade-long collaboration with chef Albert Adrià, owner of the Enigma restaurant in Barcelona, has also been a success, he adds. “It has given rise to innovation and creativity, among other values in line with our family, such as respect for the product and tradition.” As a result of this union, the Vicens by Albert Adrià line was born, with preparations such as pistachios in four hands from Brother of Ferran Adrià and José Andrés, piña colada, mojito, nori seaweed, kikos, beer or bread, oil and chocolate. He assures that they work side by side, always a year in advance, doing tests, testing, rehearsing. “Albert even takes part in designing the boxes because, he always says, it is a point of pride for him to be part of them.” Christmas tables. , and we hope that this relationship will last for many years to come.” Because one thing is clear: innovation knows no boundaries and never ends. “Is Apple running out of creativity? No, just like us, we want to surprise our customers every season.”
Ángel Velasco, last Wednesday at the Turrons Vicens store in Madrid. Moeh Atitar
The origin of the raw material is important. More and more consumers are demanding traceability of products, “they want to know where what they buy comes from.” They buy two and a half tons of national almonds every year, which they buy in the shell and peel in the workshop. “Ours is from here, where 85% of the production of this type of nut comes from California. This is what sets us apart, and only a few nougat producers of our size can say that.” There are also 200 hectares of almond trees in Agramunt. “We control the entire production process, we have always been clear about that.” He also states categorically that the company will remain in the hands of the Velasco family. “I wish my children would continue to run the company because it would be terrible if the company was sold. I'm having a lot of fun.” He says goodbye, thinking proudly about how the store, which until a few years ago sold swords and armor from Toledo, is full of tourists, although there are also national customers looking this sweet souvenir in the form of a rectangular tablet. “Our nougat crosses all boundaries.”
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