by Eddie DeJong

Markus Raty is the president of a relatively new cigar company-- that is based in Canada. I met Markus for the first time during the evening of the opening gala for the “kick-off” for Mombacho Cigars. I had originally hoped to interview him that night, but the poor guy was running around like a chicken with it’s head cut off, serving cigars and making sure guests were well taken care of. I thought an email interview at a later date would be more appropriate. So, here it is...

Eddie DeJong: Markus, Canada, or the ‘Great White North’ would seem like the most unlikely place to ever think of starting a premium cigar company. Can you please explain how Mombacho Cigars came about?

Markus Raty: The love of the leaf knows no boundaries. A couple of years ago while traveling through Central America, we met Silvio Reyes and his family at the Dona Elba Cigar Factory in Granada, Nicaragua. In between Spanish classes next door, we would pop over to hang with Silvio and his lovely wife Jennyfer and over the course of the week, fell in love with both the family and his special cigars. Unlike most of the cigars we had smoked in the past, these ones were mild, yet full flavored, and very very smooth. We immediately thought of our many peers and colleagues back home who might find these cigars to be just as delicious as we did and that's when the idea was born.

Markus with Mombacho Girls

Eddie: Many cigar executives have family, deeply rooted in sometimes centuries-old tobacco history - whether they have come from Cuban decent, or from family in Central America. What are some of the challenges you are currently facing, as a young gentleman from European decent, in gaining a reputation as a player in the premium cigar industry.

Markus: I think that it is largely a misperception that newcomers, especially those of non Latin descent, are not welcomed into the greater cigar family. In today's environment of tobacco persecution most longtime cigar executives are more than welcoming of new players into the fold. Whether or not this is the case is immaterial as we have felt like part of the extended family from day one.

To date, the only challenges we have faced have come from a couple of local (Toronto) tobacconists who, at first glance, stereotypically dismissed our intentions of creating a world-class premium cigar brand. After getting to know us however, and realizing the passion, commitment and knowledge we bring to the craft, their demeanor changed and they took us into the

fold.

From a manufacturers' perspective we have received nothing but open arms. Two examples of this familial reception come right from the upper echelons in the industry. While in Esteli, Nicaragua recently, we toured the Segovia Cigar Factory (owned by Nestor Plasencia) and were personally escorted by General Manager Aghmed Fernandez and legendary cigar man Evelio Oviedo (former Head of the Cuban Cigar Rollers' Union and currently consultant to Plasencia) who were both enthusiastic and encouraging of our involvement and offered any help we might need. And last fall, while in Las Vegas at the annual Big Smoke, we were fortunate enough to spend several hours over lunch with Carlos Fuente Jr. who both advised us and in fact invited us for a stay at Chateau de la Fuente in the Dominican Republic. He too, was very supportive of our endeavor.

Eddie: What makes your cigars special, and unique?

Markus: In our opinion, the premium cigar industry has never been in better shape from a quality standpoint. There are myriad choices to suit every palate and many of the cigars being produced today are of exceptional quality.

Mombachos are special and unique for a couple of reasons. First, they are true puros. They are batch crafted entirely by hand using only traditional methods and top-grade tobacco from five different regions of Nicaragua. Because of Nicaragua's unique complement of climate and geographic characteristics, many feel its tobacco is top of the class. The numerous volcanoes dotting its landscape render much of its tobacco-rearing soil as extremely rich and fertile. It is in the fields, in the shadows of these volcanoes where Mombachos are born.

Secondly, we have a time-honored process and great recipe. Our Cigar Master Silvio Reyes who has a lifetime of cigars in his blood has a unique fermentation process and carefully ages his tobacco for upwards of three years. With his Mombacho Recipe he has created a delicate balance of flavor, strength and smoothness. Though our flavor is robust, our hallmark is smoothness and that is one of the things that is endearing us to our clients.

Eddie: What challenges have you faced in working with the typical work pace of Central America as opposed to the fast-paced culture of Toronto.

Markus: The key to any fruitful relationship with someone from a different background is recognizing and respecting the uniqueness and idiosyncrasies of his/her culture. While it is true that in Toronto we live in a hectic, need-it-by-yesterday environment, at heart we embrace a more leisurely and enjoyable pace of life. In dealing with Central American logistics, there have been challenges to be sure, but nothing a little patience and face-to-face time haven't overcome. The key has been meeting in the middle and finding a common ground from which to work. Besides, you can't rush a great cigar anyway, or for that matter, a great cigar maker.

Eddie: How many years has it been since the first conception of the idea to your launch party last month?

Markus: From the time of meeting Silvio, to our launch party in Toronto it has been just over three years. However it was two years from actual "ground-breaking" to launch. The time in between was largely spent developing and fostering our relationships both here in Canada and in Nicaragua. We also had an international launch party in Granada in January of 2007.

Eddie: With todays anti-smoking laws, especially in Canada, what challenges have you faced in starting your company.

Markus: None really. Cigar smoking is largely an outdoor pastime. In fact, one of Toronto's leading tobacconists claims that 95% of his clientele have always enjoyed smoking their cigars outside. Toronto's climate usually allows for comfortable outdoor smoking from April through November and even then many of the city's hardier cigar enthusiasts often don "smoking gloves" for winter enjoyment.

Eddie: How did you discover the family you are working with, and how did you stumble across them and the factory?

Markus: While traveling through Central America a couple of years ago we decided to spend a week in the stunning colonial city of Granada, Nicaragua. We enrolled in a week-long Spanish course and it was during our recesses that we would amble next door to the Dona Elba Cigar Factory where we befriended Silvio Reyes and his wife Jennyfer. Over the course of the week, more and more time was spent learning about and enjoying his special cigars and less and less time was spent learning Spanish.

Markus shown with Jessica, one of the “Mombacho girls”

at a rugby Canada event in may 08

Eddie: Can you tell us a bit about your line of cigars, the sizes and the blend. What a smoker can expect when tasting and smoking a Mombacho cigar?

Markus: Currently we offer only one style of cigar. It has a ring gauge of 50 and a length of 5.5 inches so it most closely resembles a corona style. It is a five-tobacco blend from five different regions of Nicaragua: Jalapa Valley, Esteli, Condega, Volcan Omatepe and Volcan Mombacho. The cigars are characterized by their smoothness, which continues from start to finish. They would be considered in between mild and medium-bodied in strength with a full flavor that while gently building in spiciness, remains eminently smokable right to the last inch.

Early next year (at our anniversary party in Granada in January) we will be releasing the Aniversario, our double maduro (the wrapper and ligero are both maduro), which is 5" by 52. It will be significantly stronger and spicier yet retain the smoothness that Silvio's cigars are known for.

Eddie: Did you get involved in the blending of your cigar?

Markus: Silvio is the Cigar Master and the recipe is his. While we do not get

involved in the blending specifically, we are continually involved in some

specific areas, like testing draw and smoothness and of course, quality

control. Overall it is a team effort, but the recipe itself is Silvio's

specialty, one which he was been blending locally for decades.

Eddie: Please explain a little bit about the uniqueness of the boxes you are using.

Markus: The optimal environment for premium cigars is Spanish Cedar. As such, all of our cigars come packaged in elegant Spanish Cedar boxes that are entirely handmade in Esteli, Nicaragua. They are currently available in denominations of 3 and 24. The wood has been reclaimed from Hurricane Felix which hit Nicaragua's caribbean coast in 2007.

The three-cigar boxes were developed to provide a sophisticated offering for people who might need more than one cigar for the evening but less than the standard full-size box. They are ideal for parties, the golf course and many other functions where the essence of cigar smoking, sharing with friends, can be accommodated.

Eddie: The Mombacho cigar I enjoyed at the launch party had a unique foot that was dressed with an uncut wrapper. Is this typical, and what is the purpose and intent of this?

Markus: Further differentiating Mombachos from the field is our uncut foot. Our cigars come with the wrapper extending over the foot of the cigar, essentially sealing the cigar and covering the filler from view. In the nascent days of the cigar industry, this is how many cigars were furnished and it reinforces the handmade mantra that we have at Mombacho.

From a functional standpoint, the uncut foot provides a little extra tobacco for lighting and helps to avoid the searing of the filler. It also seals in humidity assisting in the short-term preservation of the cigar's optimal condition.

Eddie: Why were you not involved in the IPCPR trade show this year?

Markus: It was strictly a matter of circumstances and competing interests. The timing of our launch party and venue availability was such that it overlapped with the IPCPR show in Las Vegas. The priority was placed on launching in Toronto when we did and satisfying the 650 people in attendance. We very much look forward to next year's event.

Eddie: Are you using traditional ways of marketing Mombacho Cigars, or are you approaching the market from a different direction?

Markus: That depends on whether you mean traditional in a current context or as it refers to say the 1940s. We believe that the best brands are built by customer ambassadors, not modern marketing or advertising campaigns. As such our initial market foray involves direct delivery and events. We want everyone's first Mombacho experience to come directly from one of us. That

means bringing the product directly to your door, much like milk was, way back when. Be it at home, at the office, the Mombacho Delivery Program ensures that once an order is placed (online, by phone or in-person) one of our team will personally deliver it to you within a matter of  hours.

We deliver the cigars in one of our vintage vehicles (a 1947 Packard Clipper and a 1963 Mercedes Unimog troop carrier) which further lends to the overall experience. We have also partnered with a number of events in town and provide them with a deluxe Mombacho Cigar Lounge for their patio. Of course we also have our events which are 'exclusive' to everybody and feature many fresh twists including traditional Nicaraguan fare and our team of elegant

Mombacho Girls.

Of course we plan on establishing retail relationships both in Toronto and elsewhere but for now our cigars are available personally from us in Toronto or online to anyone.

Eddie: Your cigars appear fairly costly, at up to $20.00 per cigar - even compared to some well known Cuban cigar specimens. Can you explain the price difference?

Markus: A great many premium cigars in Toronto are priced at $20 and beyond. We are competing at the high end of the premium segment in quality while our prices are towards the low end on the premium scale. Our cigars are entirely handmade from the best tobacco available and come in unique premium packaging. Also, in any conversation on cigar pricing in Canada I would be remiss if I did not mention that Tobacco Tax eats up a significant portion of the price.

Eddie: I know that Mombacho Cigars has just recently officially launched, but can you tell us your plans for the future of Mombacho Cigars?

Markus: Our goal is for Mombacho Cigars to be known as one of the best premium cigars available. Growth will be limited to a scale which supports the brand foundation, that of tradition, quality and service. While we are currently physically only in Toronto and Granada, we will also be emulating the Mombacho experience online. To that end we will soon be launching our new website, which will be an interactive and personal Mombacho emporium enabling people to get involved wherever they might be. Also, 2009 will see us expanding to Dubai where several members of the Royal Family are already Mombacho fans.

Eddie: Please tell us a bit about the Mombacho Foundation. Is this something you have founded, or something that is existing and you are supporting.

Markus: The Mombacho Foundation was created by us last year. It is a registered charity that raises funds for, and works with youth in Granada to help them develop interpersonal skills, confidence and happiness through involvement in various sports programs. At our recent initial fundraiser in Toronto, over $5,000 was raised in one evening in support of this cause.

Eddie: How can people try your cigars, and where can they purchase from? Do you have an online store, or do you have online retailers throughout the world that carry your cigars?

Markus: Currently, Mombachos are available through us in Toronto, at our retail location in Granada, Nicaragua, and at our online shop, which can be found at our website. We ship worldwide.

Mombacho Cigars, Contact Information

President: Markus Raty

Phone: 416-875-6783

Website: http://www.mombachocigars.com