The history of our “farm” begins in 1870, in the same spot where now stands, one of the narrow streets of the walled city of Barcelona, street “d’en Xuclà”, the day on which the Ms. Rafaela Coma, the first owner of the establishment, decided to open a dairy, when it ceased to be considered only as a “food for the sick,” and the city, which completed shooting down of the walls, opened the plain surrounded it and thus to modernity. That military citadel, which had till then guarded, becomes a public park, a symbol of the times.
In Barcelona the emerging industrial, commercial and bourgeois in the end of the nineteenth century, many people come from all over Catalunya to find a new opportunity to work, to make a fortune. One of those thousands fleeing from depleted field, will be Marc Viader Bas, son of “Can Marc” a modest “masia” in the small village of Cardedeu, which in 1895 he reached to the dairy of Ms. Coma. Marc, the main character of our story, knows the products sold in the dairy farmer, he is young, restless and stubborn. He wanted to learn and grow, and although he never went to school sought, self-taught and with the help of a relative, who taught him to read and gave him sufficient education.
Already in 1904 took charge of the business on a rental basis, and in 1910 becomes of his property, registering it with the name “GRANJA M. VIADER – CARDEDEU “. He is doing well and it’s time to get married, so he does with the Matilde Roger Canals also from Cardedeu, with whom he had seven children: Josep, Joan, Mercè, Marc, James, Miquel and Francesc.
But Marc Viader not just a shopkeeper. He thinks that the success of the business must be in the quality of their products and diversification. It is a born innovator, and against the custom of having the cows in the rear of the property, where they create major health problems, so he decided to bring the milk and eggs from Cardedeu field and among other places.
He is convinced that raw milk that carries on itinerant horse cart to different strategic locations in the city, or bulk dispensing his wife at the counter of the “farm” with brass measures (“els petricons” ) is a product that has to improve both in the way of conservation and distribution.
Instead of a stable, he built a workshop, which prepares, every day the whipped cream and served lunches, in cabbage leaves, butter, “Mató” cheese (cottage cheese), Catalan pudding, the Pedralbes “Mató” cheese or rice pudding, to name some of the products, but suspects that there will be many others to discover and invent.
This Granja in Xuclà Street becomes the center of all activity, the counter of its products and his research laboratory, but all this work hasn’t done it alone, but with his wife, and as usual in the time, as the children are old enough to work are integrated into the business and his plan, allowing it to grow and diversify.
His son Joan will be for forty years the manager of Letona, which until the decade of the 70 will be linked to the family.
But Marc has yet another dream: Build in Cardedeu, a model farm, which meets all the technological advances, both in farming and in agriculture.
Travel all over Europe with their children, and which they are present in many international fairs and congresses of agriculture, where he learns the most modern methods and techniques, which then he applied in his establishment of Cardedeu, with the time becomes an agricultural facility reference throughout the State. So much so that he presents different international competitions in France, Italy and England winning the first prize.
Also, on these trips, find new products being introduced, or that serve as inspiration for others. So using the infrastructure of Letona, manufactures yogurt, condensed milk, Kefir, Alfona (fortified milk), and its flagship product: the Cacaolat (presented in 1931, and that his son Joan Viader, with the help of a Hungarian chemist, get the prized formula).
In 1931 his oldest son gets married with Dolor Berges Cuellar, and they will together work for the “granja Viader”. During this time, in which Marc Viader coincide with a small group of businesspeople from Vallès that sensed the possibility of industrializing derivatives and foodstuffs. Not surprisingly, gather together in the “Fonda Europa” the Portabella Granollers, Viader, Daurella among others big brands … and manage Danone products, Letona, Cacaolat, …, or planned the first installations of Coca-Cola, etc..
In Barcelona opened new branches of the “Farm Viader” given that his other children: Marc, in Plaça Sant Josep Oriol, Paco in the street Cardona, Miquel in Urgell street, etc.. Agricultural farm Cardedeu will take care his son Jaume.
Civil war breaks out and all family businesses are socialized by the CNT. They are very difficult times. All children are called forward. Grandparents Marc and Matilda, spent the war years in Cardedeu with all his grandchildren. Meanwhile, to Dolors Berges, was allowed to stay alone in an apartment, next to the dairy operated Xuclà street.
After the war the family returned to recover their property. The after-war is even harder and will then Miquel Viader takes an important role and becomes quickly an effective public relations manager, was undoubtedly the driving force behind the company’s business in those years of ruthless dictatorship and centralization .
Marc’s sons were getting married and therefore, leaving the Xuclà housing. Josep and Dolors are the ones who stay in it and run the business, both dairy wholesale bakeries and dairies in Barcelona and surrounding areas, as well as retail at the “farm” where all the locals have been passed from generation to generation family breakfast or snack, to celebrate holidays such as San Jose, Easter, “Sant Jordi”, San Pontius, San Pancrazio, Santa Rita, and St. Lucia, …
Matilde Roger Canals dies in 1946, and her husband, Marc Viader, Bas in 1954. In 1958 the oldest daughter from Josep and Dolors, Mercè Viader Berges, got married with Jaume Prat Casademunt also from Cardedeu, and he incorporate to the business of his in-laws, the youngest son, Josep Viader Berges, studied Agricultural Engineering; and has work in Letona company few years, and then becomes independent family business.
n 1958 married the eldest daughter of Josep and Dolors, Mercè Viader Berges, with Jaume Prat Casademunt also from Cardedeu, and incorporated the business of his in-laws, the youngest son, Josep Viader Berges, studying Agricultural Engineering; works in Letona few years, and then becomes independent from family business.
Mercè Viader y Jaume Casademunt have three children: Mercè, Jaume and Josep Casademunt.
In 1979 the farm from Xuclà passed into the hands of Mercè.
Josep and Dolors die in 1990 and in 1997 the Farm Viader, becomes Sociedad Limitada and shareholders are Mercè Viader and 3 children
They continue the business with the same spirit that they have communicated their parents and grandparents, but with new ideas and projects that will diversify the settlement offer.
Today management is in the hands of Mercè Casademunt Viader and his son Marc, who has also joined the family business, representing the fifth generation of the family Viader.
Currently the milk and eggs are coming from Cardedeu, in the workshop, one of the few who still remain in the city of Barcelona, fresh cheeses are made, like “mató” and a lot of products, many of which with the same recipe of her great-grandparents Marc and Matilda, others who have been innovating and incorporating over time.
If you approach our “farm” you can you sit at the same tables marble in which “Mossén” Verdaguer Belt and Pablo Picasso, took a “Xicra” chocolate.
Also you can buy at our counter all the products we make to others in a wide selection of cheeses and cold meats, cakes, honey, olive oil, canned …
Hope to see you soon!