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An Interview with Litto Gomez and Ines Lorenzo-Gomez
Owners, La Flor Dominicana
Gordon Mott
From the Print Edition:
Laurence Fishburne, Jan/Feb 00
(continued from page 11)
CA: Have you been able to hold your pricing structure this year?
Lorenzo-Gomez: We never raised prices. From day one we have kept the price the same.
CA: Have you been able to hold that level? You haven't had to drop prices?
Gomez: No. We never change them up or down. Because we have been growing and producing more cigars every year, even though the cost has increased a little bit for us, as we make more cigars we still keep the same price level. The company is healthy and so it hasn't hurt us, because we have been growing, but we have never changed the prices.
Lorenzo-Gomez: As a matter of fact, our pricing structure is something that has given us customer loyalty. They have never felt that we wanted to raise the price to make more money because we had fewer cigars to sell. That is something that we said at the beginning. But the first time that Litto went to buy wrapper he said, "I want the best," and from there on we had to continue buying that wrapper. We could have tried other things that were less expensive, but what was there to do? It had to be the best. And we have kept our word on the retail end, too. We said we wouldn't raise prices, and we haven't.
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