Traditional Padaria - Pastelaria

Massa Fresca was born from a deep admiration of our CEO Rui Dores, that considers his father an example in the art of making bread. His enthusiasm for the art of creating traditional products began when he was still a child, while he absorbed the many teachings transmitted by his father, which are still with him today through his entire life's journey. Rui´s commitment and dedication have always been part of his daily life, watching night after night his father working hard to put together the ingredients that would provide the best bread to the Portuguese. Two of his greatest delights in this art come from grinding Alentejo wheat in millstones and baking bread in wood-burning ovens, where the freshly baked smell was unmistakable. It was with this motto that Rui Dores created Massa Fresca in 1998. The company is based in Malveira, the typical “Saloia” area, where the famous and characteristic "Pão de Mafra" was born, this product has a difference from other breads because it is very light and has a high percentage of water. Through technological evolution and consumption trends, the company, which has been in the market for more than two decades producing fresh dough, decides to invest in the production of deep-frozen bread. It is through this change that the process of repositioning the brand in the market arises. The company Traditional was created in 2014 with the aim of maintaining tradition and taking its products and the smell of warm bread to more and more consumers, thus making the commitment to have the most advanced deep-frozen technology. It is in this balance between Quality and Tradition, that we mark our presence in the market and maintain contact with our customers and partners.