History

Founded in October 1952, Confeitaria da Ajuda S.A. is a family traditional company.

Confeitaria da Ajuda was established in Alvalade by four former partners (António Cabrita Madeira, Armindo de Almeida Coelho, Guilherme Clemente Neves e Joaquim Vitaliano Baptista) of J. Rodrigues dos Santos, a firm that owned Confeitaria Império. The latter was best known as Confeitaria da Ajuda, due to the famous quarter in Lisbon where it was sited.

The new partners established Confeitaria da Ajuda, taking with them most of the equipment and counting on the expertise of confectioners and other collaborators from the old company. Thus, the products maintained the same characteristics and high quality standards acknowledged by the Lisbon population long ago.

In 1954, a new partner, Guilherme Pires, joined the company. Since 1989, three families together own the company (Madeira, Coelho, and Pires).

  

In the late 80's, the younger members of the families started to hold positions within the company, pursuing the business. Professionalizing the company’s management and keeping the leadership in national confectionary industry were the main goals.

Its traditional high quality products, and the concern of always serving clients in the best way, made Confeitaria da Ajuda a prestigious and recognized company all over the country, both in the mainland and the Portuguese islands, thus leading the company to sustained growth.

Since 1992, Confeitaria da Ajuda imports and distributes high quality products from abroad, meant for the most demanding clients. The company has been committed in the import of the St. Dalfour (France), Velarte e Lapasion (Spain) products.

In 2000, the company started the implementation of the Alimentary Security Management System, based on the H.A.C.P.P. system (Hazard Analysis and Critical Control Points), which guarantees the high quality standards already performed and demanded by the company.

Logotype Evolution

50's	80's	today