Jordi Ferrer: from the century-old pastry shop in Olot to the coves of the Costa Brava
Jordi Ferrer is the fourth generation to run Pastelería Ferrer, a landmark establishment located in Olot's Plaza Mora, founded in 1907. With over a hundred years of history, the bakery has evolved under his direction, notable for the creation of Ferrer Chocolate, a dedicated space. This four-story building, opened in 2015, is striking for its façade, which emulates a chocolate bar, and for its interior, where tradition and innovation are combined in every corner.
Jordi, trained at prestigious schools such as the Chocolate Academy and EPGB, has mastered the art of blending his family heritage with modern techniques, offering quality products that are a pleasure for both the palate and the eye.
At femturisme.cat, we had the opportunity to speak with Jordi to learn about his personal vision of Catalonia, his favorite spots, and the traditions he holds most dear.
Chocolatier and heir to a century-old pastry shop, Jordi Ferrer tells us about the places that connect him to his childhood and Catalan culture.
What is your favorite spot in Catalonia?
Any cove on the Costa Brava in winter, when all you hear is the sound of the waves and little else. It's a moment of absolute peace, where nature reveals itself in its purest form.
Is there any place in Catalonia that brings back childhood memories?
Almadrava Beach, in Roses. Time hasn't passed much by; it's changed little since I was a child. Walking along it takes me straight back to those summers of my childhood.
Almadrava Beach, located in Roses, is a beach of fine sand and calm waters, ideal for families. Its preserved atmosphere allows many, like Jordi, to rediscover memories of bygone days.
What Catalan experience or tradition do you think everyone should experience at least once?
The Olot Tura Festival, watching or dancing sardanas, seeing castles being built... everything related to the country's popular culture. Enjoy our roots and traditions.
The Fiestas del Tura are Olot's main festivals, held in September in honor of the city's patron saint, the Virgin of Tura. During these days, the streets are filled with music, traditional dances such as sardanas, displays of human towers, and other manifestations of Catalan popular culture. If you've never been, we highly recommend it!
If you had to recommend just one thing to someone visiting Catalonia for the first time, what would it be?
The food. Immerse yourself in the culinary culture of each region in our country. Each region has its own specialties that tell stories and traditions.
What corner of Catalonia have you still wanted to discover?
The Boí Valley. I've never been there, and I'd love to enjoy the valley's Romanesque architecture in winter. And if it's snowed, I'd be able to see all the landscapes covered in white. It must be a magical experience.
The Boí Valley, located in the Pyrenees, is famous for its collection of Romanesque churches, declared a UNESCO World Heritage Site. In winter, the snow adds a special charm to this already impressive landscape.
What is your advice for young people who want to be pastry chefs?
It's important to preserve all the pastry traditions and you can have a great time, since every moment of the year allows you to do different things. Of course, it also requires sacrifice, perseverance, and above all, fun. Passion is key in this trade.
This conversation with Jordi Ferrer allowed us to delve into his personal vision of Catalonia, from his favorite spots to the traditions he cherishes most. His career as a chocolatier and pastry chef reflects a profound respect for tradition combined with a constant desire to innovate and surprise.
If you haven't had the chance to try their creations yet, we recommend a visit to their bakery in Olot. You're sure to be immersed in a world of flavors and textures that will captivate you.
You will find Jordi at his bakery, Ferrer Chocolate, located at Plaza Mora, number 6 in Olot.
