Words: Cláudia Pinto
Step into a parallel world where memory and tradition blend with the artisanal production of one of Portugal’s most iconic products: the pencil. A humble everyday object whose manufacture carries a unique heritage.
Where the soul of industry meets the heart of culture. This is the essence of the Industrial Tourism initiative in São João da Madeira: a project by the local council that invites visitors to immerse themselves in the heart of the industry. Even if it’s just for a visit to the only pencil factory on the Iberian Peninsula.
In a world where authenticity is increasingly valued, industrial tourism has emerged as an innovative way to travel — a journey through living factories, reinvented museums and memories that still carry the scent of raw materials. In São João da Madeira, the testing ground for this concept in Portugal, tourism is no longer merely contemplative: it becomes a hands-on experience with craftsmanship, with the people who keep it alive and with the places where tradition is reinvented every day. In this land of creativity and innovation, visiting industrial heritage or a working factory means far more than watching production lines — it’s about discovering stories of resilience, talent, and identity.
Viarco, the only working pencil factory on the Iberian Peninsula, is a prime example. By joining the São João da Madeira award-winning industrial tourism programme — winner of the National Tourism Award in 2024 — it opens its doors to the public and invites us to dive into the fascinating world of design, memory and artisanal production, proving that there are industries with soul — and destinations with a future.
A little history
The origins of pencil manufacturing in Portugal date back to 1907, when Figueiredo Faria partnered with his French associate Jules Cacheux to establish a pencil factory, named Faria, Cacheux & Cª (also known as Portugália), in Vila do Conde. The company was a pioneer and achieved success in developing and producing writing instruments in Portugal. However, its activity was heavily affected by the outbreak of the First World War and the Great Depression of 1929–31.
A turning point came in 1931, when Manoel Vieira Araújo — an experienced hat industry entrepreneur and prominent figure in São João da Madeira — decided to diversify the business of Vieira Araújo & Cª, Lda, by acquiring the Portuguese Pencil Factory. In 1936, the Viarco brand was registered and has accompanied several generations of Portuguese to this day.
The early years focused on research and development — formulations, equipment, and production methods that enhanced product quality and broadened the range on offer. By 1941, with the market well established and all necessary knowledge in place, the company moved from Vila do Conde to its current premises in São João da Madeira, taking with it all the machinery and many workers who chose to start a new chapter alongside it.
The following years saw a series of technological advancements, leading to the production of wax crayons and a wide range of technical pencils used in various professions. As noted on the brand’s website: “Since 2007, Viarco has successively released innovative materials onto the global market, the fruit of many collaborations, experiments and friendship”.
Viarco remains the only pencil factory in Portugal and is probably one of the most versatile in the world.
Today visitors can experience the factory through São João da Madeira’s Industrial Tourism programme. Where the soul of industry meets the heart of culture.
