40 aniversary


“On this day, 40 years ago, the adventure of our lives begun. Our mother Bienvenida together with our father Tomás decided to start up with great effort a little bakery at the 35 Baltasar Tristany street.”

It was difficult at the beginning, but their enthusiasm made up for all the difficulties that could happen. The main one: they only had one oven, in which they were able to bake 12 dozens of madeleines per batch.

Sells were limited to the surroundings at that time, both in the shop and through the distribution that José Luis started, followed soon after by Tomás. It was an achievement if they managed to sell all the sweets elaborated by the end of the day.

While the older brothers were setting up what today is a national distribution network, Mari Sol helped their parents with the daily tasks at the shop and little Paqui would join them after school. The essence of every familiar business.

“At first our father wanted to call the company ‘Madalenas Bienvenida’, like our mother, since it was her the one that had the idea of the project and encouraged the rest of the family. But at the end she did not accept the proposed name and suggested the family name instead, calling it ‘Madalenas Lozano’; name that lingered through three generations.

Therefore, in 1980 occurred the real turning point of the family project: the transfer to the facilities we are in now. We started by using just a fourth part of it, but we had the feeling that soon we would need the whole space”.

“Today not only the whole facilities are in use, but we had to get it expanded in order to meet the gradual increase of the demand, in spite of the recent crisis, thanks to our commitment to high quality products and the leap to the national and international distribution”.

“As a result of all the effort put by both our parents and us, as well as all the employees (some of them started as teenagers and now they are parents), Lozano is today a reference in the provincial confectionery”.

“For all that, looking back and after these 40 years, we want to acknowledge our team for all the effort and endeavor shown daily, as well as the city of Elche and the locals, that embraced us since the first day.

We hope we can return to this city all that it gave us and we expect that in around 40 years will be others, our sons and daughters, who write another letter to thank all the received. It will be a signal that they have not forgotten their roots”.

ProductosLozano SL has been a beneficiary of the European Regional Development Fundwhose objective is to promote research, technological development andinnovation, and thanks to which it has been carried out the project of 4.3IMPLEMENTATION OF MANAGEMENT SYSTEMS AND METHODOLOGIES to support the creationand consolidation of Innovative Companies. For this, Lozano has had the supportof the InnoCámaras 2019 Program of the Chamber of Commerce of Alicante andProvincial Council of Alicante.