Last year as I was surfing the Internet late one evening, I serendipitously came across a web site and a company that claimed to make cigars with 100% Peruvian tobacco. I paused to consider this… Sure, why not Peruvian tobacco? Tobacco is a very hardy agricultural product and can grow in many regions and in conditions that are not suitable for the production of other crops. But, my question was, “Can tobacco grown in a non-traditional area, like Peru, be used to produce premium cigars?” After all, tobacco growing is a labor-intensive activity that requires vast expertise of farming techniques. And, using tobacco to manufacture premium cigars is just as difficult and requires the benefit of years of experience.

Below: The original tobacco field, now used only for

growing the wrappers and binders

I scratched my head and decided I needed to do some more research. After not finding much information on the web site, I decided to go right to the source and contacted Bruce Zeiler of Tabacalera del Oriente. Bruce is one of the principals of the company and is in charge of marketing, sales, importing and distribution. Indeed, Bruce told me, Tabacalera del Oriente does grow tobacco in Peru, and not only that, but they supply pretty much everybody who is using Peruvian tobaccos in their cigar blends. The tobacco is grown in a town named Tarapoto, which is in a valley of the Andes mountains about a 55 minute flight Northeast of the capital of Lima.

Two months after introducing myself to Bruce via email, I had the chance to meet and talk with him at the 2007 RTDA Trade show in Houston, Texas. We chatted and I was able to pick up and smoke a couple of his cigars. I was impressed, to say the least. Two months later, I was able to acquire a box of the San Martin Torpedo’s and was so impressed that I decided right then and there that I would feature the cigars in a future Stogie Fresh 5 podcast. I also decided to ask Bruce if he would be willing to share his story and the story of his cigars with our Stogie Fresh readers. Bruce has graciously taken the time to correspond with me and I am delighted to bring you this exclusive interview.

Below: Harvesting tobacco leaves

DOC: What brought you into the cigar business and how did you end up in Peru?

BRUCE: I have been going to Peru since 1982. In 1998, I was doing business with the Peruvian Government under Toledo. I was doing dairy, transportation, and recycling products. Meanwhile I was bringing back cigars to my friends. The next time I went over I wanted to find them cheaper because I was buying them at full retail. That’s when I was introduced to Pedro Kovacic. The first time I met with him was at his office and we discussed the tobacco business. Pedro put me in touch with partner Nicola Felice in Tarapoto where the tobacco is grown.

The next day we were on a flight to Tarapoto. I met Nicola and he showed me around the small tobacco plantation. He explained to me the company was in financial trouble. By the end of my week-long stay, Pedro and Nicola came up with a proposal, and I agreed. With my money, they were able to pull themselves out of the red, and over the next 2 years we built the business up, improving our facilities. Three years later we got an investor from Italy. We went from 35 acres to almost 1000 combined.

DOC: What role do you play in the company and what do you see as your company’s toughest challenges and greatest opportunities in the cigar industry?

BRUCE: My part of the company is importing and distribution, marketing and sales in the United States and abroad. The toughest challenge is to try and get people to take us seriously. We started our tobacco company from nothing; it was not something that was handed down from generation to generation. We have been at it for 8 years now, and we are not going away. We are the only company that offers Peruvian tobacco and 100% Peruvian cigars.

DOC: Can you give us a brief description of each of your lines of cigars and tell us how many cigars you expect to produce in 2008?

DOC: Who supervises growing and production in Peru and how do you insure quality control?

BRUCE: Niclo Felice is in charge of overseeing the growing process and production in Tarapoto. He lives there year round. While the final product is assembled in Tarapoto, quality control takes place both in Peru and in the United States. I inspect every cigar that is shipped out nationwide.

Above: The factory started with only 5 rollers and now has 35

DOC: What new developments can we look forward to seeing from Tabacalera del Oriente during the upcoming months?

BRUCE: As for things to look forward to, we have been working on a new line of cigars for the United States, a double ligero blend. Hopefully they will be ready in time for the 2008 IPCPR Show.

We handle every step of the process, from the growing and curing of the tobacco, the rolling of the cigars and the manufacturing of the boxes by hand. Not every company can say that, and I feel it makes for a better product. I’m not going to say I know everything about the cigar business, but every day I learn as much as I can and go forward with it. I have been mentored by several respected people in the industry along the way. My goal is not to make a million cigars. My goal is to make premium cigars at a reasonable price. The hardest part of this business is watching the tobacco age.

Contact Information:

Bruce Zeiler

Tabacalera del Oriente

http://www.tabacalerainternational.com

Store: http://peruviancigars.com

Email: tabacaleraintl@aol.com