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Pedro Perez—Former President, Tabacalera

A talk with the man behind Tabacalera, Spain's $7 billion tobacco company.
Marvin R. Shanken
From the Print Edition:
Tom Selleck, Winter 95/96

(continued from page 17)

Perez: I say, more or less half.

CA: This is obviously a critical service that you're providing Cuba because they're so desperately in need of financial support to be able to grow tobacco and manufacture cigars. It sounds like a win-win situation.

Perez: That is the target.

CA: What are you doing to help increase production? Financing existing production is all right, but to what extent are you involved in their planning of increasing production so that their exports grow?

Perez: Of the elements we discussed two years ago, we made plans to almost double the production. We decided to provide incentives.

CA: Incentives for the workers?

Perez: For the workers. Both for the farmers and for the workers in the factories. For instance, this year the mechanism is the following: You have an incentive in dollars, if the farmer surpasses the program. This year, for instance, 38 percent of the farmers are receiving incentives.

CA: Is there any chance of getting more involved such as actually owning farms or doing the farming yourself?

Perez: This is not the target. Our target is to secure that in three years the production of leaf tobacco and cigars doubles.

CA: So you're hoping that your 27 million cigars in three years increases to 54 million? You would be very happy! You didn't really respond to the question of your future with General Cigar.


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