Innovation is not always about technology. Our respect for the human dimension and a mission focused on democratizing access to culture, combining it with the economy in clear mutual benefit, allow us to give primacy to people and History, two of the main pillars of our organization.

In the 1970s, the world began the process of depleting natural resources, surpassing the capacity of ecosystems to regenerate. Promoting the move away from the linear economy is not just a matter of environmental sustainability for O Valor do Tempo Group; it is also a matter of economic and social sustainability.

Comur is a clear example of this. Founded in 1942, it followed the height of the Portuguese Canning Industry during World War II and went into decline decades later, like hundreds of other factories in the sector in Portugal, falling into the trap of undifferentiation and a low-price policy. In 2015, by joining the O Valor do Tempo Group, it became a revitalized brand, with a simple and no secrets strategy, of valuing canned preserves that tell the History of Portugal and go beyond the limits of our national territory, making its history economically viable, when the end seemed destined. It was thus possible to secure the work of more than 100 women from a small local community, Murtosa, whose families depended on their income.

It was also this new model of social economy that took us back to our origins, in Serra da Estrela Mountain. The Bordaleira da Serra da Estrela sheep, the main dairy sheep breed in Portugal, produce milk of exceptional quality from which the wisdom of the mountain people has created an unparalleled cheese. The current low number of Bordaleiras sheep is a consequence of the abandonment of the profession due to lack of support, the inertia of the sector and the undervaluation of the productive potential of this sheep breed. We wanted to promote an evolution based on the circular economy: In 2015, the creation of the concept Casa Portuguesa do Pastel de Bacalhau promoted the incorporation of Serra da Estrela PDO Cheese into the Codfish Cake, absorbing today a considerable part of all cheese production in its stores, assuring the remuneration of those who make possible the continuity of a cheese with 1300 years of history and with Protected Designation of Origin.

In 2021, The Value of Time Group reinforced its line of action to support the shepherds of Serra da Estrela Mountain with the annual total purchase of wool from the universe of 20,000 sheep of the Bordaleira breed, valuing it so that it was no longer a burden, result of the inevitable cost of shearing, becoming an additional source of income for shepherds, due to the valorization of wool.

The development of an ecologically efficient product based on a perpetual cycle is guaranteed through a continuous process of absorbing raw material hitherto little explored, promoting a reorganized economic model, coordinating production and consumption systems, in favor of valuing the local economy and sustainability.