Tobacco Business

[ 34 ] TOBACCO BUSINESS [ MARCH / APRIL | 21 ] cigars for the world to enjoy. The number of quality cigars on the mar- ket today is one of the positive changes Nestor Andrés has witnessed in recent years and one reason why the industry has continued to grow and expand beyond the boom that took place in the 1990s. Increasing regulations, on the other hand, have hindered the growth of the tobacco industry, but they haven’t been able to slow the demand consumers have for quality cigars or their desire to enjoy the tobacco the Plasencia fami- ly grows around the world. Whether it’s growing tobacco or making cigars, the Plasencias’ tobacco busi- ness is a dream that Nestor Andrés and many before him have had to fight for. “It’s impossible to achieve anything by yourself,” he says. “Taking care of your team is very important. When my father was start- ing from scratch in Hondu- ras, every time someone asked for help, he found a way to help them. It is for that reason that today we have different projects designed to improve the lives of our people and their families.” Even after spending so many years working within the tobacco industry, Nestor Andrés feels there’s a lot he needs to learn in order to not only become better at his job but to also become a better human being in general. That’s something that he feels will always be the case, no matter how old or experienced he becomes. “I never want to be satis- fied with the achievements because I think that is howmomentum is lost. I want to be a better leader for my team, and I want to lead with open eyes so as not to miss opportunities that can help us all.” Nestor Andrés defines success as being happy, and happiness is found and experienced when one has a passion for the work they do. Also, those seek- ing success should involve themselves in a profession that contributes to a greater good—not necessarily work that leads to financial gains. In addition to instilling the importance of investing in people, Nestor Andrés’ father offered his son the following business advice: “Follow your passion and you will not work a day in your life.” To that, Nestor Andrés adds that by following your passion you will be unstoppable in your pursuits. TB There are few things in this world that make me as happy as hearing what our consumers feel when enjoying a Plasencia cigar. -Nestor Andrés José Luis Plasencia, Nestor Andrés Plasencia Jr., Nestor Plasencia Sr. and Gustavo Plasencia.

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