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TOBACCOOUTLETBUSINESSMARCHAPRIL2011thathighlightsthecharacteristicsoftheJalaparegion.WereachedouttoPsCoeeacoeecompanybasedinopekaKan.thatdoesalotofmicrolotbatchessourcedfromsomeofthebestregionsforgrowingcoee.Teywillbringthreeorfouroftheirbestcoeestoeachofapproximately30to35eventsweplantoholdin2011andwellsupplythecigars.WefeltitwasagoodtbecausePsCoeehasoneofthehighestratingsinthecountryandisagrowingbrandthathasbeengettingalotofbuzzjustlikeoraoCigars.WehaveanotherbrandcalledMasterwhichwasjointlydevelopedbymyselfandFelipeSosaamastercigarrolleroneofthebest-knowninthecountrywhohasbeenwithusformorethanadecade.HeandIhavebeentalkingaboutdoingablendtogetherforyearsandwenallygottogetheranddevelopedMaster.Itisanall-NicaraguanblendwithllerfromtworegionsEsteliandJalapa.WeusedtheEcuador-grownHavanawrapper.Teresultisamediumcigarintermsofstrengthandaveryuniquetastingblend.IfyoucloseyoureyesanddoablindtestyouwillknowwhenyouaresmokingtheMaster.Weplantoholdbetween30and40eventswherewellintroducetheMasterinselectretaillocations.Everytimewedoonewelearnalittlemoreaboutwhatshappeninginaparticularregion.Everyeventeventhesmallermoreintimateonesistimewellinvested.Youdevelopapersonalrelationshipwiththeownerandwiththecustomerbase.Tisisabusinesswhereyoucannotstayintheoceandgetinformation.Itsalloutthere.oraoisdenitelyagrowingcompanyalthoughitmighthavebeenquieteritismakingalotofnoisenowanddoingalotoffunandgreatthings.IamhavingthebesttimeIveeverhadinthecigarindustry.Itjustfeelsright.EversinceIrstjoinedmyfathersbusinessourfamilyhasbeenmanufacturinganddistributingforalotofdierentpeoplefromCAOtoGurkha.ItwasexcitingbutIalwayshadonefootintheprivatelabelsideofthebusinessandoneinthedistributionend.SoIneverfeltlikeIwasdedicatingasmuchtimeasIshouldtothedistribution.Tenattheendof2008wesoldourfactorytoScandinavianobaccoGroupandforthersttimesinceIgotintothebusinessmyexclusivefocusbecametheoraobrand.Nowthatwealsohavethedistributionendbackthefuturefororaoisbrighterthanever.Wenowhavetheentirefamilynolongerworriedaboutgrowingforothersbutfocusinginsteadonourownbrandsanddistribution.Asaresultwehavealotofnewthingscomingoutthatwillsurprisepeople.Ibelievealotofpeoplewilltakenotice.66ThefutureforToranoisbrighterthanever.Wenowhavetheentirefamilynolongerworriedaboutgrowingforothersbutfocusinginsteadonourownbrandsanddistribution.HowwilltheSingleRegionpromotionaleventsreectthatconceptAndtheMasterseventsWhathaveyoulearnedabouttheretailarenainyourvisitswithcigarshopownersandtheircustomersToraohasbeenyingsoloorawhilenowintermsodistribution.Howhasthechangeinstrategyafectedyourday-to-dayworklieHowconcernedareyouabouttheregulatoryenvironmentandthepotentialormoreonerousregulationocigars