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Written by Puff Staff

Wednesday, 21 February 2007

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carlos toranotorano cigars new showcase nicaraguan facility

This spring, construction will be under way for Toraño Cigars’ new major factory in Nicaragua’s cigar capital of Esteli. It bears the name Esperanza, in honor of our family’.s farm in Cuba, which was seized by Castro in 1959. When completed this year, it will be 4 to 5 times the size of their present Esteli factory, which employs 450 of the company’s total work force of 1,300. In addition to manufacturing Toraño cigars there, the company also produces cigars for CAO and Dunhill, top-rated brands in the industry.


The view from above Toraño Cigar’s new 30-acre factory site in Esteli, Nicaragua, showing their temporary factory in foreground

Company president Charlie Toraño reports, “We are starting with a fresh sheet of paper, planning a factory like no other in the industry. First of all, it will be imposing and conspicuous ... immediately following the ‘Welcome to Esteli’ sign on the main road into the city, one will see its formal entrance. A sign with ‘Esperanza.” The facility is located on our newly-purchased 30-acre plot of prime growing land. Although we have no plans to grow commercial tobacco there, it may well become an exhibition and experimental farm. 

“In contrast to most cramped, dimly-lit and poorly laid-out factories, this will be spacious, well-lit, and organized for a smooth flow of raw materials to finished product. Equally important, it will be aesthetically pleasing and inviting to visitors ... they will not feel they are interfering with workers who are swarming around them, as is often the case. We want them to feel an ambience almost like a winery as soon as they enter. They can relax in a tasting room, walk through the cigar aging rooms and open rolling galleries, and conduct business in a formal meeting room. We are planning a large area for social events and other functions in the center of the building. The decor will include items of memorabilia that chronicle the rich history and accomplishments of the Toraño family’s four generations in tobacco and cigars.” 

All factory personnel will move to an existing facility on the property, where they will work and watch the new factory being built. Completion of the new facility is scheduled for later this year.

Aaron Guenther, the company’s new Director of Marketing, cites several factors that contributed to the decision for such vigorous expansion, saying, “We are not only excited and encouraged by the increasing present demand for Toraño cigars, but also by the prospects for dramatic future market growth, due to our shift toward penetrating new and untapped broader markets. We are confident our position as a vertically-integrated cigar company is a competitive advantage in marketing. Few cigar distributors manufacture their own cigars, and the Toraños have realized over the years how important it is to serious cigar smokers to know we control everything about their Toraño cigars from start to finish. The new Nicaraguan facility is an important investment in our future.”

The Toraño family, who also owns factories in Danli, Honduras and Ocotal, Nicaragua, is in partnership with the family of Fidel Olivas, who manages the facility with his sons, Aldrin and Oscar. A third son, José, manages the Danli facility.




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