This Tuesday concludes “the Alfajor Week”, event that is carried out between May 1 and 7 of each year. It is a tradition that gains followers year after year and for which fans of this Argentinian candy They have one more reason to buy it and give it to their loved ones.
It is a festival that has been taking place throughout Argentina for less than a decade. It was in 2017 when a group of kiosks I decided to carry out a special celebration for one of Argentines’ favorite classics. Starting from this initiative, every year The alfajor is commemorated for seven days.
In that framework, Mendoza It stands out in the country for its imprint, its creativity and the variety it presents for alfajor fans. The province has several outstanding alfajores and businessmen in the sector highlight that tourists are increasingly looking to take their box of alfajores as much as the wines.
Furthermore, the Argentine Chamber of Alfajor performs every year Alfajor Festival. In 2024 it will be celebrated between May 17 and 19 in the city of Resistencia, Chaco. At that event, alfajoreros and entrepreneurs will meet and choose, once again, the best alfajores in different categories.
The history of the alfajor
The origin of caramel cookie dates back to the Middle East, its name is a testament to that since it comes from Arabic “Al-Has”, whose meaning is “the filling.” This sweet was a base of almond paste, walnuts and honey and was introduced to Spain when the Arabs conquered the Iberian Peninsula in the 8th century.
After the conquest, this sweet arrived to our lands in colonial times. Later, the recipe that the Spanish used was adapted to the local ingredients available in the region and that led to dulce de leche would become the star of the occasion.
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The alfajor is one of the most sought after sweets by Argentines and tourists. According to a survey published by the Union of Kioskers of the Argentine Republic (UKRA) in 2022, the Guaymalln is the most chosen by Argentinesfollowed by the Jorge and the Tofi.
Mendoza, “Land of the sun, good wine and great alfajores”
The province of Mendoza has stood out in successive national and international competitions. Entre Dos, Portal del Viento, Chocolezza, among other local companies, have stood out in these competitions and have earned the respect of the entire country.
Chocolezza, one of the outstanding companies among the Mendoza alfajores.
In that framework, the post I visited some of these companies and collected testimonies about how this alfajor boom is experienced in Mendoza and what consumers and tourists are looking for most.
Julin Sánchez, head of public relations at Chocolezza, and Rodrigo Sitta, owner of Portal del Vientorecounted some coincidences in this context and the importance of the advancement of the alfajorera industry in Mendoza.
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Chocolezza has stores on Las Heras Street and points of sale on Arstides, in the Terminal del Sol and the Airport, but the star is the place on Coronel Daz Street in Ciudad. In this location, they are open from 8 a.m. to 9 p.m. every day of the week and guided tours are offered at 11 a.m. and 6 p.m., in addition to visits for tourist groups.
The place has a cafe with views of the factory, where visitors can observe how these delicacies are made with “authentic chocolate”, the company highlights. “Tourists enjoy the visit, they see the quality of the work and they take the alfajores,” the company detailed.
The Top 3 best-selling alfajores in Chocolezza: classic, dulce de leche al rhum and 80% cocoa.
For its part, Portal del Viento has its factory on Pan-American Route 2861, from Vistalba, Lujn de Cuyo. In addition, it has stores in vital places of the city such as Patricias Mendocinas Street, in front of Plaza Independencia, and on Las Heras Street, between Miter and Chile.
Rodrigo Sitta, founder of the company, said that “When tourists come to Mendoza they ask about chocolate, dulce de leche, alfajores”. The company also works from Monday to Sunday, from 9 a.m. to 9 p.m. and stands out for its diversity. Portal del Viento has 36 flavors, among which wine, liquor and classic fruit flavors stand out.
The Portal del Viento location on Calle Las Heras.
As for the best sellers, in Chocolezza highlights the 80% cocoa alfajor, one with Dulce de Leche al Rhum and the classic black with dulce de leche. From Wind Portal They also highlight the prence of the “classic”, while they underline the success of the malbec alfajor and those of Amarula and Baileys.
The prices at Chocolezza are $12,800 for 6 alfajores and $25,600 for 12. They also highlight a box that has a proposal where the best sellers are found, “people really like that proposal, the variety is attractive.”
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In addition, the frozen alfajor has a good reception from the public. “We have ten flavors, chocolate coverage and artisanal ice cream,” Julin stressed. Furthermore, he detailed that The dulce de leche al rhum alfajor received the gold medal for best chocolate aroma in La Rural in 2023. While, in 2022, the traditional alfajor received the gold medal for best cookie in La Plata.
Wind Portal It is not far behind and also received distinctions at the national level. This company received distinctions for the original alfajor and the richest alfajor. In 2023, the blueberry alfajor won in the “best fruit alfajor” category at the La Falda National Alfajor Festival.
As for prices, Portal del Viento has half a dozen for $8,000 and a dozen for $15,000. As part of the alfajor week, this company offered a promotion of 3 boxes for the price of 2 on its website. While they detailed that they have locations in Rosario and on the Crdoba-Rosario route, and they add a location during the summer season in Las Grutas, Ro Negro.
The liquor-flavored alfajores, a highlight of Portal del Viento.
The economic situation in the country has had an impact on sales, both companies say. “The recession affects, like in any other area,” Julin highlighted. For his part, Rodrigo warned that “before we exported, but now Argentina is expensive and, for example, compared to Chile it is no longer convenient for them to take them. Before they even saw it as an investment.”
Finally, both highlighted the importance of Mendoza at the national level. The province’s artisanal alfajores garner praise in each competition and tourists know that Mendoza is no longer just about wine, it is also top-level alfajores.
“Between Two we raised the bar and we all improved, formerly Crdoba was the alfajorera city par excellence, today Mendoza fights for that position“said Rodrigo Sitta from Portal del Viento.
