An Interview with Litto Gomez and Ines Lorenzo-Gomez
Owners, La Flor Dominicana
From the Print Edition:
Laurence Fishburne, Jan/Feb 00
(continued from page 12)
CA: What have you done to keep the brand consistent?
Lorenzo-Gomez: On top of our list of important things is the cigar's consistency. That nothing changes. We try to make it better. And as we start using our own tobacco, you will see an improvement there. Other than that, I'm not sure we are great marketers. We only have four sales reps. We still have work to do on the selling side, which we don't do now.
Gomez: There are a lot of areas in this country where we haven't even tried selling cigars. We still have a long way to go. The only advertising that we do is our ad in Cigar Aficionado. We go to all the Big Smokes because that is our opportunity to see the cigar smokers. They come to you and they say that they smoke your cigar and we get a feeling directly from the cigar smoker. They may tell you, "Hey, keep doing a great job"or they may tell you, "Hey, you made a mistake on this," or whatever. But you get the real feeling from the cigar smokers. You give cigars away and that is a great opportunity for you to show your product to the people.
CA: Have you learned from people in Cuba about tobacco and cigars? Do you see in the future, once the embargo is lifted, that Cuban tobacco will be an important ingredient for your cigar?
Gomez: For our cigars and for the cigars of everybody else that is willing to experiment. I think it would be tremendous. I always learn from the people in Cuba. They do great things with tobacco and they do a lot of things different than what we do in the Dominican Republic. So, it is fantastic to learn new things about processing tobacco. I can't wait until the moment that we can get ahold of those great Cuban wrappers or filler that are well grown, well cured and well processed. There are wonderful things that we can do with Dominican tobacco. But Cuban tobacco is just great. It is unbelievable.
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