La Ibérica reopens its historic headquarters in Arequipa and prepares a museum

The ‘White City’ welcomes us with a beautiful climate, a sun that illuminates the morning, which inspires us to continue exploring its landscapes. As we enter, the name of a popular brand stands out, one that is known throughout the country: The Iberian.

Provecho traveled to Arequipa, home of this chocolate company, for the reopening of its most emblematic store, the one located on the corner of Jerusalem and San José streets.

The historic store, located at 136 Jerusalem Street, now has an extension that goes from 60 to 120 square meters, with renovated environments in which we can see a larger, finer and more elegant version that highlights the importance of the building within of the history of the brand since it was the first factory installed and it houses great family memories, according to Claudia Vidaurrázaga, marketing manager and granddaughter of the founders of La Ibérica.

A traditionally modern ‘lovemark’

Vidaurrázaga tells us how proud she is to represent one of the biggest brands in Peru and how it is returning to its roots today.

“The first step to return to our roots without losing is this store that you see, but in the short term we will return to making artisanal chocolates here and we will give the city a museum with several of the machines that the company used during its history to to receive the people of Arequipa, national and foreign tourists,” says Vidaurrázaga.

During 2023, La Ibérica launched a total of 21 new products, among which stand out: pistachio chocolate pearls, caramelized hazelnuts, cashew and chocolatier (pisco chocolates), the latter winning the Brussels award, in Belgium.

Provecho tried the aforementioned, his favorites being the pistachio chocolate pearls for their curious flavor and the crunch of the caramelized hazelnuts.

La Ibérica’s new adventure begins today, making the history of chocolate in Peru tangible, always updating, but without losing its roots and listening to customer suggestions.