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inspection of raw materials to verifying outbound orders
and everything in between ensures our quality standards
are being met. This human element is critically import-
ant to us consistently delivering high-quality products.”
Ohserase partners with wholesalers and retailers to provide
them with custom sales support tools. According to the com-
pany, their customer service approach is to listen rather than
dictate to partners. In addition to the normal sales material
support, Ohserase provides a money-back guarantee on its
tobacco products. “Unlike many other tobacco companies,
we stand behind our products 100 percent so that our cus-
tomers can feel safe about their investment,” he explains.
The ideal Ohserase retail partner is described as one
that cares about the tobacco category and understands the
unique attributes of the company’s products, including its
all-natural elements and its overall quality.
“Consumers tell us they enjoy the rich, smooth tobacco
flavor of Signal cigarettes, and they know we only use tobac-
co and water in our blend. Retailers tell us they like the abil-
ity to offer their customers an alternative to major brands.
These retailers understand that Signal is a quality product
at an affordable price that still delivers attractive margins to
their bottom line,” says Justin Tarbell.
In an effort to expand its portfolio with new tobacco
products that align with Ohserase’s brand, the company
recently acquired Dean’s cigars and pipe tobacco (
see sidebar
for more information
).
EMBRACING NEW OPPORTUNITIES
Despite the increasingly onerous regulatory environment,
Ohserase is undeterred in its efforts to remain competitive
and to carry on the entrepreneurial spirit that was instilled
in the family by its matriarch, Theresa Bear, and others.
Going forward, the company will focus on both organ-
ic growth and external opportunities, always searching for
ideas that can advance the company’s position in the indus-
try. The acquisition of Dean’s serves as a great example of
the company finding an opportunity that complemented its
core values and allowed it to provide its customers with new
products that fulfilled the needs of consumers.
Ohserase hopes the U.S. Food and Drug Administra-
tion’s (FDA) recent announcement that it would be delaying
the implementation of its deeming regulations is a signal
that the agency and those currently in the government are
becoming more insightful and fair when it comes to regulat-
ing tobacco products. Ohserase is committed to being fully
compliant with the FDA’s new regulations, but it is its ded-
ication to customer service and its entrepreneurial mind-
set that the company is relying on to help it overcome any
obstacles and challenges that lie ahead.
“Since the FDA has greatly restricted product innovation,
we will remain guided by our core values and focus on cus-
tomer service innovation,” says Tarbell. “This type of inno-
vation will come from companies that truly listen to their
customers and work together to provide profitable, creative
solutions. We will be the company that listens.”
TB
Justin, Eli and Brandon Tarbell
Ohserase
Continued
The Acquisition of
Dean’s Cigars and
Pipe Tobacco
In April 2017, Ohserase Manufacturing announced that it had pur-
chased Dean’s Cigars, Dean’s Pipe Tobacco and Farmers Gold Pipe
Tobacco brands. Dean Rouse founded M&R Holdings, based in Pink
Hill, North Carolina. Rouse’s variety of brands have gained a following
in the filter cigar and pipe tobacco categories, earning a following and
reputation that Ohserase acknowledged in a press release announc-
ing the purchase.
“Dean’s Cigars and Pipe Tobacco are very well-respected in the
industry and a great fit for Ohserase Manufacturing. We both stress
quality and outstanding customer experiences. In addition, our all-
natural Signal cigarettes are a perfect complement to Dean’s Cigars
and Pipe Tobacco to allow customers to grow their sales profitabili-
ty,” commented Brandon Tarbell, CEO of Ohserase Manufacturing.
“We were immediately drawn to the Dean family of brands, as they
embodied many of the attributes that we believe are critical to suc-
cess in the industry,” added Justin Tarbell, Ohserase Manufacturing’s
executive vice president of strategy and business development. “We
believe the reputation, visibility and strength of Dean’s products in
the OTP market make it a perfect complement to our all-natural Sig-
nal cigarettes and can provide our customers with a diverse portfolio
of outstanding products.”
“I wanted to ensure Dean’s Cigars and PipeTobacco would continue
to be sold with the same high-quality standards that made us success-
ful,” said Dean Rouse. “Our customers have come to know and trust
our products, customer service and people. I know the Tarbell family
will continue to earn that trust with the quality of their operations.”
The two companies will work jointly to integrate their efforts, and
the operations will remain the same. The only change that is expected
is an expansion of its sales and marketing team, which will focus on
delivering outstanding customer experiences.