A.J. Fernandez: A true master with Midas touch - Αποκλειστική Συνέντευξη

[Epicure V]

«Πειθαρχία και Πάθος»: Αυτές είναι οι δύο λέξεις που χαρακτηρίζουν τον AJ Fernandez, τον «άνθρωπο με την τέλεια αίσθηση της γεύσης».
Γεννήθηκε στο San Luis της Pinar del Rio, Μέκκας του κουβανέζικου καπνού το 1979.
«Στο σύμπαν μου δεν υπήρχε τίποτα εκτός από καπνό, ο πατέρας μου δούλευε με τον καπνό, ο παππούς μου, ο θείος μου. Ο καπνός ήταν στη ζωή μου από τότε που ήμουνα στην κούνια, είναι μέσα στο αίμα μου», θα δηλώσει αργότερα.
To 2003 σε ηλικία 24 ετών φεύγει από την Κούβα και ξεκινάει να φτιάχνει δικά του πούρα σ’ ένα γκαράζ στο Estelí στη Νικαράγουα. Γρήγορα κυκλοφορεί η είδηση ότι υπάρχει εκεί ένας νεαρός ταλαντούχος Κουβανός που φτιάχνει εξαιρετικά πούρα.
Μέσα σ’ ελάχιστο χρόνο ακολουθεί μετεωρική άνοδος, αρχικά κατασκευάζοντας πούρα για πελάτες όπως Rocky Patel, Cigar International, Gurkha, Padilla. Η πρώτη επιτυχία έρχεται με τα best seller στις ΗΠΑ Man O’ War που μπλεντάρει για λογαριασμό της Cigar International και συνεχίζεται με τα Diesel.
Το 2010 παράγει την πρώτη δική του ετικέτα, τα San Lotano. Τα επόμενα χρόνια ακολουθούν τα Pinolero, Oval, New World, Enclave, Bellas Artes, Dias de Gloria, Viva la Vida, Last Call, Ramon Allones (non-cuban version) κ.α. ενώ συνεχίζει να συνεργάζεται με άλλες brands.
Σήμερα ο AJ Fernandez είναι από τους μεγαλύτερους παραγωγούς πούρων στον κόσμο, με δικές του φάρμες σε Condega, Jalapa, Esteli, Pueblo Nuevo, Quilali και Ometepe. Η εταιρεία έχει στην ιδιοκτησία της και δύο μεγάλα εργοστάσια, την Tabacalera AJ Fernandez στο Esteli και το San Lotano στην Totogalpa.

Αυτή είναι η αποκλειστική συνέντευξη που παραχώρησε στο Cigarsforum.gr.

- η συνέντευξη δημοσιεύεται ταυτόχρονα και στο International Section του φόρουμ: http://cigarsforum.gr/viewtopic.php?f=237&t=2145



1. CF: “AJ Fernandez” is a very popular brand in the cigar scene, with a rich a continuously growing portfolio. Could you please tell us about your first steps in the cigar industry? When and how did the AJF cigar project begin?

AJF: The company started 20 years ago from humble beginnings making cigars from the garage of a house with a few rollers, we have grown from there to be one of the largest cigars manufacturers with 3 factories and 12 farms, making 42 million cigars annually with a staff of over 3,500 people.

2. CF: How important is the cigar and tobacco business to Nicaragua, and how much you think has today’s cigar market changed since the 90’s?

AJF: The cigar industry is a very important part of the Nicaraguan economy and provides essential employment for many people especially in the Esteli region. Tobacco production is one of the three main exports for the country along with coffee and rum.
The industry has developed greatly since the 90’s and the use of new technology has allowed us to further develop our manufacture and the way we work. However, the core elements of hand made cigars have changed very little over the years.



3. CF: If you had a way to describe all your cigars and your philosophy, what would that be?

AJF: Passion, Discipline and Great Tobacco.

4. CF: How many different cigars series have you currently got it production and how many people do you currently have under employment in your business?

AJF: We employ over 3,500 people and produce as part of our own portfolio 7 separate brands.

5. CF: What are 3 key things that go into making a new blend?

AJF: This is always a challenge to bring a new blend to the market. It is about the quality of the tobacco, the taste of the cigars and the consumer needs and likes.



6. CF: Are you satisfied with the impact of your cigars in the European market?

AJF: Our International business, including Europe, continues to grow each year. We now sell our brands in over 70 markets. Our business across the globe has produced outstanding results and of course there is always room for further expansion.

7. CF: Based on the market’s current conditions, do you think a mediocre or basic cigar would succeed in selling big, especially when it’s backed up by a consistent and costly marketing strategy?

AJF: As all our production is hand made, premium long filler cigars we do not see our place among the basic or lower value cigars . We do have a bundle product in Blend 15 and this will remain the value for money cigar within the AF Fernandez portfolio.



8. CF: If you could pick three cigars from all your labels that are special to you, which would these three be? And why?

AJF: Picking three cigars from the AJF portfolio is not an easy task. All our brands and blends hold a special place within the company and with AJ himself.

9. CF: Who you think is/are the most “inspired” tobacco blenders in the cigar industry today outside of Cuba?

AJF: We have many competitive brands that are available, and it would be unfair to highlight any individually. Within the industry there are blenders who have over the years brought their own special ethos and way of working to the industry and those brands that have been in production for many years are the ones that continue to inspire the industry as a whole.



10. CF: Based on your experience, what do you consider as being different between Cuban and non-Cuban cigars (if there is any difference), with regards to the quality of the tobacco leaves but also with the level of production? Have you ever considered or been intrigued by the thought of making a cigar by blending together Cuban and non-Cuban tobacco? Do you think this would be of any real interest?

AJF: People and consumers often talk about the difference between Cuban and non Cuban cigars in several aspects. The main difference from our perspective is the quality that we put behind each and every cigar that leaves our factory. Smoking one of our brands or blends today should be the same taste and enjoyment each time.

11. CF: What is your opinion on the huge rise of prices of Cuban cigars during the past one and a half year?

AJF: There is no doubt that the cost of production of cigars has increased and will continue to do so in terms of labor costs and the cost of raw materials and tobacco. Each company will determine for themselves the right price structure for their brands. All non Cuban manufacturers have clearly benefited from the increased pricing and lack of availability of Cuban cigars in Europe and across the globe, outside of the USA of course.



12. CF: You were born and raised in Cuba. Years after you left the island and after everything you have achieved in the cigars industry, can you now imagine what your life would be like if you had stayed there forever?

AJF: This is impossible to answer, we can not look back but only forward and do our best for those who work for the company and to deliver the best possible cigar to our loyal and new consumers.

13. CF: What are your plans and your dreams for the future?

AJF: To continue to drive forward and bring to the cigar consumer the best tobacco and cigar blends that offer the choice they want in the market place. AJ Fernandez as a company will continue to grow and deliver great tobacco.



14. CF: What is the perfect cigar?

AJF: I could say one with the best balance and character but in reality, the perfect cigar is the cigar that I am smoking right now, whichever of the AJF brands or blends that may be.

15. CF: Your cigars being available in the Greek market too now, how do you see the response by the Greek aficionados?

AJF: Greece is still an emerging market and we are very pleased to be able to offer our brands to the consumers there and thank them for their support and trust in us and have no doubt that it will continue well into the future.

[Rigelianos]

να ευχαριστήσω θερμά κι από δω τον AJF
σημειώνοντας πως ανταποκρίθηκε άμεσα στην πρόσκληση

ο πήχης του cigarsforum.gr παραμένει υψηλός
η περιπλάνηση μας στα καπνοχώραφα του κόσμου συνεχίζεται

[nikoskal]

Να ευχαριστήσω θερμά όλους όσους συνέβαλαν στην συνέντευξη αυτή και να ευχηθώ ακόμα περισσότερες επιτυχίες.
Το ότι κόντρα στους καιρούς υπάρχουν άνθρωποι που προσπαθούν να μοιραστούν την αγάπη και το μεράκι τους για τα πούρα με κάνει να ελπίζω ότι παρόλες τις αντιξοότητες πάντα θα υπάρχουν φίλοι του πούρου και της παρέας των καπνών.
Πάντα τέτοια παιδιά μπράβο!

[Epicure V]

Συγχαρητήρια στο Φόρουμ μας για άλλη μια αποκλειστικότητα αντάξια του επιπέδου, του μερακιού και της εξαιρετικής δουλειάς που γίνεται εδώ.
Αυτή η σελίδα είναι θησαυρός για όποιον αγαπάει και θέλει να ασχοληθεί με το πούρο και πιο πέρα από τη λεζάντα, κι αξίζει την εκτίμηση και τη στήριξη όλων μας.
Ο AJ είναι η κουβανική έκδοση του "αμερικανικού ονείρου" στον Cigar Planet, αποφεύγει διπλωματικά να απαντήσει στην ερώτηση πώς φαντάζεται τη ζωή του αν είχε μείνει στην Κούβα, αλλά όλοι ξέρουμε την απάντηση.
Και πάλι μπράβο!

[Junior]

CF: If you had a way to describe all your cigars and your philosophy, what would that be?

AJF: Passion, Discipline and Great Tobacco.

Φοβερός!!!!

Πολλά συγχαρητήρια για την εξαιρετική συνέντευξη, στο φόρουμ μας

[sigaras]

Μπράβο στον AJ Fernandez μπράβο στον Τάκη και σε όλους όσους συνέβαλλαν σε αυτήν την συνέντευξη!!
Μπράβο γενναίοι μου!!
Πάντα τέτοια!!

[Rigelianos]

AJF: The company started 20 years ago from humble beginnings making cigars from the garage of a house with a few rollers, we have grown from there to be one of the largest cigars manufacturers with 3 factories and 12 farms, making 42 million cigars annually with a staff of over 3,500 people.

1.680.000 κούτες των 25 πούρων...

[Petran]

Να ευχαριστήσω κι εγώ με τη σειρά μου τον AJ Fernandez για την απολαυστική συνέντευξη!
Συντάσσομαι με 1000 στο «Πειθαρχία και Πάθος» ανεξαρτήτως αντικειμένου.

Τάκαρε συγχαρητήρια again and again...έκανες εκπληκτική δουλειά για ακόμη μία φορά!