40With 75 years of experience in the production, commercialisation and distribution of bakery goods, rooted in the “heart of Minho” in North Portugal and its traditions, Vieira de Castro gained a unique identity which has become consolidated over the years by the quality of its products and services.
50After successfully opening for business, Confeitaria A. Vieira de Castro experienced a process of consolidation and growing public recognition in the 1950s, which went beyond the boundaries of the municipality. If, on the one hand, the bakery reached further out into the territory, it was, on the other, closer to customers and consumers, becoming a regular presence in the daily lives of families and on special occasions. The company’s fundamental values had been confirmed and, in the 1950s, the company took new paths in its trajectory, bolstering the publicity of the establishment and its products, as well as investing strongly in its productive capacity.
60 As a well-run industrial confectionery and bakery, the Fábrica de Confeitaria e Pastelaria A. Vieira de Castro would push itself to the utmost limit during the 1960s, deftly transforming domestic restrictions and internal difficulties into unique opportunities for change. From abroad came inspiration and new equipment. Together they imposed a more intense productive rhythm and gave incentive and direction to the business, ushering in a new era of progress for the brand. In line with the industrial heritage of this part of Portugal, the factory gained a new lease on life by re-orienting the business. It was also a time when the second generation of this family-run enterprise formally took over the management of the company.
70 In the 1970s, riding on the success of the traditional biscuit line, the Vieira factory took to enthusiastically manufacturing a new type of biscuit, conquering not only a new confectionery sector but also launching three flavours that are to profoundly mark its future. Converting the salon into a shop, the company maintained the sale of fine groceries and incorporated the rapidly manufactured and improved new products in its commercial routes, responding to the rising demand from customers. Even in times of revolution and profound change at national level, the company pursued its efforts to reinforce its productive capacity and efficiency, taking the first steps in its organisational modernisation and commercial expansion.
80 Equipped with a remarkable production capacity, in the 1980s, Vieira set in motion an ensemble of theoretical and technical know-how that pushed it towards a new era of information, quality and rigour. Taking a risk, it expanded its infrastructures and moved increasingly higher consignments, adapting to the most modern national distribution channels. Following also the trends of the time, the company also invested in the manufacture and bold advertising of its hallmark products, associating them to appealing and catchy messages capable of kindling the consumers’ preference.
90 From the beginning of the 1990s, with modern, renovated facilities and an audacious outlook, Vieira gradually overcame the difficulties in distribution in the domestic market, taking its products beyond the borders of Portugal. Marked by a cycle of profound changes in its structure, the company vacated its original premises and embraced new challenges, vital in facing an increasingly globalised world. The company reviewing its management policy and commercial strategy, revamped its image, and invested in an historical brand, while continuing to launch new products and adapting its recipes to the tastes of a diversity of cultures.
00 With almost sixty years of experience and challenges faced and overcome, marked in datable milestones that are the guiding line between the past and present, tradition and innovation, the local and global scale, Vieira entered the new millennium with a determined vision. Now, in the most accelerated of the centuries, we have outlined here another look at the history of this family-run company grounded in renewed foundations that have launched it into the future.
Without ever losing its identity, Vieira redefined its mission, relying on an expanded and reinforced structure, with even higher standards of quality, making it more solid and flexible to respond effectively to the challenges of global markets. More sustainable and competitive, the company intensified its internationalisation strategy, emphasising the dimensions of innovation and differentiation in its organisational culture. Respected for its competence and rewarded for its know-how, the company reinforced the bonds of trust with its partners, recognising their importance as a key factor in the company’s success.