Episode 146
La Flor Dominicana | It's a Beautiful Thing | Box Press Ep. 146
Behind every exceptional cigar brand is a story—at La Flor Dominicana (LFD), that story was written by the Gomez family.
ABOUT THIS EPISODE:
Episode features: Founder, Litto Gomez Sr. and his sons, Litto Jr., and Tony. Interview by Boveda’s Box Press Hosts Nate Beck and JP Awad.
Founded by Litto Gomez and nurtured alongside his wife Ines, LFD is a family legacy built on passion, resilience, and an uncompromising commitment to excellence. Today, Tony and Litto Jr. also play an integral role furthering the vision—blending tradition with a fresh perspective to ensure that the brand remains bold and innovative.
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Transcript
Welcome to another episode of Box Press. I'm
your host, Nate Beck. And I am your other host,
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:JP Awad. What's up, everybody? Thanks so much for
joining us. We have some fantastic guests on the
3
:podcast today. Today, we have the great pleasure
of speaking with La Flor Dominicana. We have Litto
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:Gomez, Senior, we have Tony Gomez, and we have
Litto Gomez Junior. Welcome to the podcast. We're
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:so glad that you guys have joined us. We really
appreciate you guys taking time to sit down and
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:have a have a nice chat with us. Good to be here,
gents. Thanks for having us. No, thank you. Tell
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:us what, Litto Junior, are you smoking anything
at the moment or are you just sipping on some
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:coffee? I'm having my coffee. I'll I'll probably
light up the cigar after afterwards. I've smoked
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:a few too many so far this morning, so I want
to take it easy. But it's it's been a stressful
10
:day over here. So the cigar consumption is higher
than normal. Yeah. So for you as a you know being
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:in the industry and making cigars, what's what's a
lot of cigars for you in the morning? Four? Five?
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:Six? I mean it used to be like when I was repping
like it it got really out of hand. I would smoke
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:like eight to nine a day. Now I've significantly
toned it back. Sure. I'll probably smoke like a
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:lot for me throughout throughout a day is three.
Okay. So far today I've smoked two, so I'm already
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:at it's not even midday. It isn't that high. I
know both my brother and my father are probably
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:on their eighth already this morning. And that's
perfectly fine. It's a personal- Five. So far,
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:I would I would say I probably average five per
day, you know, if I'm having an average day,
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:it's usually five. Yeah. And that's a
that's a perfect number for me. I mean,
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:I can certainly smoke more than that, but that's
about as much time by the time I get home to have
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:dinner with my family, or I should say the kids
who are still at home with me. My girls are all
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:grown now and off to college and whatnot. But
that that question of how many cigars I should
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:smoke a day? Okay. What size? Like if you smoke
Diggers, that's a lot. No, it's not. I would say
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:I probably- Are you smoking two cigars? Is that
[ intelligible ] in your hand? He's smoking a blunt. Pass it.
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:That's awesome. No, I would say I don't tend to
smoke while I'm working. Cigars that would be
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:on the like, you know, Lancero size just because
they take a little too much attention to keep lit
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:and I want to pay, you know, I want to pay more
focus to those and if I'm just plugging away at
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:the computer, they tend to, I'm relighting rather
consistently. I would say Toros, Corona Extras,
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:Coronas. Toros are a nice cigar to smoke while I'm
working because I don't have to generally relight
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:it very often and it gives me a longer smoke
so I don't have to smoke as many. Litto Senior,
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:your Cabinet No. 3, that little Cameroon cigar is
top three favorite cigars for me. And if I start
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:smoking that one, it's usually two or three in
a row cuz I just enjoy it so much. I get to the
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:end of one and I wish it was twice as long, but
you know that it's not going to taste the same if
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:it were twice as long. So, I might smoke two of
those, one back- to-back. That's a favorite for
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:everybody at Boveda. Yeah. Literally everybody
at Boveda cuz I think all three of you guys know
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:Benny, our coworker who's in Germany. I think
you've been to for sure you Tony have been to
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:probably a couple of soccer games with him for
InterTabac. Last year he was pretty happy. We
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:mailed over a half a box of those Cabinet No. 3s
cuz they had a trade show they were going to and
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:so our trade show manager mailed over a box of
those cigars just for Benny cuz he couldn't be
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:there and it's his favorite cigar. So and he
can't get them there in Germany. So he was he
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:was pretty ecstatic to get those. Benny, Benny's
been a big fan of that cigar for a long time. And
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:we we have been to soccer games. I don't know
if you've been to soccer game in Germany. It's,
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:wow, what an experience man. You can
smoke cigars in the stadium. No way.
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:And they're also like in the middle of like the
war zone in Vietnam or something. It's absolutely
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:insane. Oh my gosh. Only Germany or it's all
over Europe? That's incredible. You know,
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:I think the Germans might be, you know, probably
they're probably towards the top of craziness in
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:in football in Europe. Sure. That is fantastic.
Well, now we definitely have to get over there.
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:Nate, Nate and I never make it to InterTabac, just
because it is in our sales territory, but believe
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:me, we have been we've been positioning for it
for a few years now. We've seen pictures of,
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:you know, very large dinner tables with the Boveda
team, you guys, and other friends. Enrique Seijas,
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:we've seen pop in there, I think, in some of those
pictures. And I'm like, man, that sure looks like
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:a good time. Just a great group of people sitting
around that table. But it sure looks like a blast.
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:Yeah, it's regarding the Cameroon Cabinet No. 3.
Obviously it's probably Benji who who who puts
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:everybody on it. But I'm sure because the Swails,
every time they come to the factory, they always
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:grab a couple boxes of them. Yep. And throw them
in their luggage. So I'm pretty sure that's why.
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:Now, is that is that true? Oh, it's 100% true.
150% true. It's 100% true. Sean and Tim absolutely
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:love that cigar. Yep. Yeah. They steal our water
from the Dominican Republic and our cigars. It's
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:a beautiful thing. Sounds about right. We're all
big fans of LFD and how you support Boveda. And
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:we just love the cigars. In fact, this Apollonia
is fantastic, Tony. This is really, really tasty.
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:Yeah, Tony. This is killer, dude. Thank you, man.
Glad you're enjoying. Loving it. One, one thing
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:that it's the central thing that I think I've come
to learn about LFD is that you guys do things with
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:purpose. There's a lot of sentimentality at the
forefront of everything you guys do. So how did
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:this develop for you guys? It it feels like you
guys take ego out of the equation when it comes
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:to cigar making and your business and and and
the company, LFD. Like can you speak to that a
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:little bit more? Because that's something that
I've always really admired about you guys and
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:it's part of the reason why when I'm having
conversations with people about what to smoke,
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:LFD is always at the top of the list. Every single
manufacturer in Dominican Republic or Nicaragua
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:or Honduras, we all have a huge ego. All of us,
we always think that we're the best cigar makers
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:in the world. Mhm. And and even though the word
ego sounds negative in many cases, this is a good
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:thing. This is a great thing because we all get
out of bed in the morning thinking that the way
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:we do things is the best way to do it. And we all
have our own little book and we all have our pride
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:and we think we're the best all of us. And I say
it's a very positive thing because that pride,
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:that ego from all the manufacturers turns into the
great products that you see in the market today.
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:Mhm. Cigars in the market today are the best
ever and this is the golden age of cigars. And
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:that is a beautiful thing for consumers. That's
really great to hear, you know, considering the,
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:you know, the huge boom in the '90s when cigars
just exploded. It's really fun to see, especially
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:when I'm out at cigar shops in some of the cities
that I do get to travel for for events, how many
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:younger smokers, both male and female, are getting
into and exploring cigars and enjoying them
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:instead of drinking. You know, they're putting
money into smoking a cigar instead of spending
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:money on alcohol and doing other things. And it's
really fun to have a much wider range of ages in
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:a cigar shop because the conversation is far more
unique. It's far more varied and it's, you know,
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:you're going to have your older regular customers
that are always in every shop. But it's really
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:fun. And even at cigar festivals, Litto Junior
and I were mentioning earlier the last time I saw
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:Litto Junior was at the Great Lakes Cigar Festival
in Detroit. And I had more questions from new
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:smokers at that event than I'd had in all the time
that I have been at Boveda and done cigar events
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:and it was really encouraging to see people taking
up the enjoyment of cigars because it's just one
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:of the if not the best way to enjoy time with your
friends is smoking a cigar. You know what? I think
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:that's only gonna continue to grow in the sense
that I think the way the world is going right
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:now with the way technology is developing, you
know, AI and this and all that that kind of stuff,
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:people are going to start gravitating towards real
things, you know, craft, handmade- Yep. Physical,
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:cigars really fit that mold. So I think that's
something that you know it's going to be part of
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:a larger group of things that people are
going to learn to appreciate a lot more
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:going forward with with the way things are going
now. Yeah, I totally 100%. And the other thing too
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:is that like if you look at like my generation in
this in this new generation of consumers, right,
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:their shopping habits or shopping habits and or
interests are it's extremely interesting in the
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:fact that at least cigars, you know, cigars have
everything that we find appealing. At at any case,
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:there's a level of exclusivity to it, right? It's
not a product that you just hit a a magic button
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:and you have a hundred copies of it, right?
There's again, for us at least, there's real
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:purpose and there's story behind it. So I think
the increase that we've seen recently is extremely
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:small to the one we're about to see as long as we
keep and marketing the way that we are and and we
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:keep trying to actively reach out and grow the
pie if that is our industry, right? But I want
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:to kind of like throw something to the previous
question before. Mhm. About doing everything with
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:purpose and I'm I'm sure my brother can agree
and if he wants to say anything, hop into it,
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:but you know, throwing everything away from
cigars, right? And just me thinking of of my
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:upbringing. I don't think I ever saw my father do
anything for the sole purpose of doing it or for
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:some sort of monetary gain. You know, there was
always there there was always some story or a deep
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:rooted connection to something that happened
in his life. And I mean for me seeing that
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:and growing up with having the mentality of that
and then also my mother who in her own way is
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:very similar you know, I it it's at least on my
side every action that we take is a little more
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:than how much are we going to make off this. And
it's odd, especially this coming from a sales guy,
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:you know, it really is like how how do we honor
the past 30 years and where exactly are we going?
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:Are we doing it because this is where we want to
go and what we want to do or is it because, you
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:know, when we look at the cash flow, this is what
we should do. Sure. Really interesting thing. And
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:like I'm I'll forever be grateful that that's the
way we were raised. It's cool, man. And that was a
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:great question, by the way. But yeah, I I think
every cigar if a cigar isn't telling a story,
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:it shouldn't exist, you know, if 100%. I agree.
Agreed. Or whatever. I think it's inauthentic. I
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:think a cigar should have something to say. And
I think every release that we do always tells
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:some kind of a story in some way or or form.
And that's that's always, you know, at the top
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:of the priority list for me when, you know, if
I'm working on a project and I know my father
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:thinks the same way, but a cigar is a story.
It's a lot more than just leaves that you burn.
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:And yeah, it's clear that your experiences lend
themselves to your blends. And that isn't always
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:the case. I mean, there's plenty of people that
are just like, I was presented with 15 samples
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:and this is just the one that I chose, right? And
not everybody is a blender. We know that, right?
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:Not everybody in this industry is a blender. You
guys also go into great detail about how those
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:experiences have has have influenced or motivated
the blends that you've made this far. And so like
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:like Litto Junior, I know you've talked about
this in past interviews. Tony, I know that you
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:have I've seen quotes from you guys and those
are actually very inspirational for me because
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:it's pretty clear that you guys do draw on stories
and experiences that you've had in your upbringing
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:or even things that you've seen or experienced
now that have you know like Solis for example,
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:right? Apollonia, you know, talking about why you
blended them the way that you did or why you came
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:to the conclusion that you did with your cigars.
So, I'd love to hear more about what that's meant
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:to you. Obviously, being around being around Litto
Senior, you know, for all these years, you know,
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:1994 is when you guys started and it's pretty
clear that you guys are still evolving as a brand,
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:which I think is really awesome. while still
staying true to what LFD was and will likely
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:continue to be just based off of what we've seen
of you guys. So, I'd love to, you know, hear your
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:feedback about that. Yeah. Well, you know, it's
it's certainly always a unique experience to
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:you know, grow up with and work with this crazy
bastard here. You know, the story's been told
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:a million times. You know, it's this was all a
crazy idea. This didn't make any sense, right?
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:He didn't know anything about making cigars.
He comes down here, opens cigar factory. It,
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:you know, everybody's thinking, "What the hell
are you doing?" You know, it was it was honestly
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:a stupid idea. You know, thankfully he made it
work. But, I think one of the cool things about
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:how all this emerged and how this happened is
that we didn't have a tradition, right? You know,
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:his his father and his grandfather, you know,
there was no tobacco history in our family. So,
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:it wasn't that, you know, he he's following his
father's legacy or his grandfather's or, you know,
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:he and he cuz there's different routes you can
take. You know, some people try to imitate the
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:classics, right? You know, there are brands, you
know, they are who they are and they're classics
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:and they're going to be strong for forever, you
know, hopefully. And or you can create something
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:different, you know. And one thing that I really
love about LFD and the way, you know, and I admire
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:about how he built this is that he decided to
do his own thing. He didn't have a tradition,
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:so [ __ ] it. I'll create one, you know. And I
think kind of at the core of LFD has always been
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:to be creative and to be fun and to to do cool
[ __ ] you know, and just l to just actually have
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:fun making what you're doing. And create something
that you love and that you want to smoke, you
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:know, if you were a consumer. And I I think that's
always been at the core of what we do. Absolutely.
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:100%. And cigars are are part of good moments,
special moments for people that going to enjoy
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:them. And celebrations, get togethers, social
events, even when you're alone, you're reflecting
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:on your day or your week or or your life. And but
cigars are about fun. And that's what we need to
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:bring to people. That special moment that they're
going to dedicate from their day to to a cigar
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:has to be a special moment. And we have to bring
fun to those people and not only fun but actually
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:the only reason we exist and you guys exist is
because of the consumers. Mhm. Right. Because
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:of cigar smokers. They are the superstars of this
industry. And we have this incredible incredible
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:obligation with them cuz it it takes a lot of
effort to gain one more fun, one more person that
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:tries our cigars and like it. And we need to keep
that guy with that smoker. And all our obligation
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:and every decision that is made in this factory,
it is how does this guy that smoke our cigars
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:benefit from our decisions day in and day out. And
the obligation that we have with all the consumers
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:that like La Flor is to make sure that we don't
disappoint them ever. That if they like one cigar,
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:they will always like it. Yeah, that's admirable.
Yep. So, Litto Senior, have you one of the stories
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:I really like in this was in a past article cuz
it it shows in your enjoyment of your time with
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:your fans, with your consumers. You can see it in
the joy you have showing your fans the factories,
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:you know, from the videos that Mike Stous shared
with us. You know the turning of the paella,
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:you know, just the the joy that you cultivate.
Have you had success getting your fans to sign
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:one of your shirts yet? I would love that. And
and that's what, you know, when people ask me to
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:sign boxes or or hats or whatever and want to take
a picture with me and they don't know that I I'm
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:the one that is more happy than them. Sure. I just
cannot get over the attachment how cigar consumers
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:and and this doesn't happen in every industry.
Cigar, premium cigar, consumers, they want to
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:know who makes the cigars. They want to know the
owners of the brand, the the cigar manufacturer,
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:right? They they get this connection. Yep. With
the cigar manufacturer. And this doesn't happen
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:in any other product. I mean, I consume a lot of
different products. Yep. And I never care who's
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:behind it. I you know, I I buy a suit, an Armani
suit, and I don't know anything about Armani,
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:and I don't really care, right? I know he makes
great suits, okay? But consumer of premium cigars,
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:they they want to know our lives. They want to
know how we are and and they want to take pictures
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:with us. And that is a beautiful thing. It's just
like, it's amazing. It doesn't stop to amaze me
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:over the years. And but I'm still the happier
guy in the group because I see people smoking,
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:enjoying something that we created. Yeah, which is
awesome. That's such a cool thing to hear. I'm the
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:happiest guy in the group. When they're smoking
our cigars, I mean, I just I just love that and
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:and it is a blessing for us as manufacturers
that our work gets so appreciated. It's just
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:an amazing thing. Well, and I would guess it's
a a real blessing to your staff, your rollers,
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:your you know, anyone on your on your team when
people come down and are able to tell them how
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:grateful they are for these cigars that they love.
That's got to be just just an amazing blessing for
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:them to get that sense of appreciation from an
outsider who really appreciates the work that
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:they put into that product. That's unbelievable.
The word you just say, grateful. Yeah. I I cannot
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:believe that somebody tells you thank you for
making this product, like this is unbelievable.
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:Such a beautiful thing. That's awesome. Okay, so
in in every conversation that we're fortunate to
192
:have with folks that we bring on for as guests,
we always like to ask about something funny that
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:has happened in the last 5 years, 10 years, 20
years. Some funny anecdote or some funny story
194
:that all three of you I want to hear it from all
three of you guys. Something funny that's happened
195
:that it's a story that you end up telling people
over a cigar in the factory when you see him at
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:a trade show, when you see him at a retailer, you
see him at dinner, whatever. Something hilarious.
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:And it could be it could be PC, it could it
doesn't matter. But we always want to hear
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:about something hilarious that's happened to you
guys when you've been out there. So, I just want
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:to say that is the hardest question that you could
ask us as a company just because of the the amount
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:of outlandish [ __ ] that happens every five
minutes. We can't really talk about. We've got
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:time, guys. So, by all means, give us like five
examples. Really hard. Well, how about this? This
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:is kind of like sums up what it's what it's like
to work with our father. So, I have a box factory,
203
:right? Yeah. And you know it originally happened
because you know we were having a lot of trouble
204
:with suppliers and you know so my dad really egged
me on like you know you should yeah you open a box
205
:factory you know it's not going to be that hard
and you know don't worry like I'll back you with
206
:the loans like you know it'll help you out. It's
not it's not a big problem, you know and you know,
207
:I mean I'm not really passionate about boxes,
but you know it's it's a good business and it's
208
:going to help the company right. So, get
this thing going, you know, and soon to
209
:find out that really the whole plan was that
so he could [ __ ] me with the prices later.
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:LFD, you know, my customer gets to like name
his price, you know, and so I have to make
211
:boxes for other people, you know, you know, just
to keep the thing afloat, basically. And then,
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:you know, when I can't meet his order on time, he
tells me to stop making boxes for other people.
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:You're just being ungrateful now, eh? I'm their
biggest customer. They can't kick me out. Yeah,
214
:right. Oh my God, that's awesome. All right, Litto
Junior, what do you got, man? I need a minute,
215
:bro. Don't worry. Ask my father. You know, there
is this magic about cigars and it makes people
216
:talk to each other. For some reason you go to a
place and you see somebody you sit down and you
217
:see somebody smoking cigar and you start
talking to this person and cigar lounges,
218
:you know if you go back in the day, a cigar shop
of the old times, it used to be the humidor,
219
:a cabinet with accessories, and the counter,
right? So, you walk into a store, pick up
220
:your cigars, you pay your cigars, and you leave,
right? But then, the government starts prohibiting
221
:smoking pretty much everywhere. So, now the cigar
shops start putting chairs in there for people
222
:to sit down and smoke a cigar. And people will
come and sit down to smoke a cigar, right? But
223
:then they meet someone there and and they like the
conversation, they enjoy it and then you know they
224
:keep coming to the lounge and because now they're
going to smoke a cigar, but they have a friend in
225
:there that they talk to, right? Yeah. And and then
those chairs, those cigar shops, they needed more
226
:space. So now they move to different places or
they got the next door space. Now they created
227
:these lounges, right? And some small lounges,
some really big lounges, some very simple ones,
228
:and some very sophisticated and expensive. And
so the government is trying to stop people from
229
:smoking. Now what happened is like most things our
government do, they don't work. And so now instead
230
:of people don't smoke not smoking they smoking
more now they the the community of cigar makers
231
:became a lot stronger. They became like a family.
Yeah. And you go to lounges and you know can be in
232
:Long Island in a cigar lounge and people come from
work at the factories that they work all day and
233
:they all get together like for happy hours
smoking cigars. Yep. And they're and they're
234
:like a family and somebody's in the back cooking
hamburgers with marinara sauce and mozzarella and
235
:you see them interacting and and they they're a
family. And not only that, but they, you know,
236
:they they're doing business with each other.
You know, you got the insurance guy and the
237
:air conditioning guy, and they're all doing
business with each other. Yep. And it's a
238
:beautiful thing that happened. And the magic is,
you know, that people that are smoking cigars,
239
:they talk to people. They talk to other people and
they don't ask or they don't they're not thinking,
240
:you know, how wealthy or successful this person
is or or how poor they are. They what type of job
241
:they do. They don't care. Right? So, one day I'm
visiting this store in Bethesda and so, you know,
242
:I walk into a store and the owner isn't there yet,
so I had to wait a few minutes. So, I sit down and
243
:I'm looking at my phone and answering emails and
[ __ ] And there's two guys in front of me sitting
244
:and they're talking to each other and they were
both clearly from, you know, two different walks
245
:of life. And one of them had a suit, a really nice
suit. And the other one was just a simple guy with
246
:casual dress and so and they're talking to each
other. They're talking sports and then they they
247
:go on and they talking about movies and they're
having a very nice conversation. And suddenly,
248
:you know, the guy in the suit tells the other
guy, "Listen, you know, I'm really enjoying this
249
:conversation." And you know, he wants to shake his
hand and I say, "My name is so and so." And the
250
:other guy says, "Yes, sir. I I know who you are.
I'm the guy that cuts the grass in your house."
251
:That's exactly what I did. When I hear I lift
up. No way. And I start laughing like crazy. Oh
252
:my goodness. Those those guys have probably never
met each other unless you know they were talking
253
:to each other because they were smoking cigars.
Yep, man. That's awesome. Yeah, it is the great
254
:equalizer. It doesn't matter how much money you
make. It doesn't matter what neighborhood you live
255
:in. You're all in the same level when you're all
enjoying a cigar because now we're all doing the
256
:same communal activity and we're creating our own
story. And every time you smoke a cigar a cigar,
257
:you create another story and you tell another
story. And it's it's it's just the best thing.
258
:There's no other area of life where that happens
the same way. There's it just doesn't. The best
259
:conversations are always had over a cigar. I mean,
I truly believe that. I'm not just saying that to
260
:blow smoke up your asses or something like that,
but like I I truly believe that. I mean, you know,
261
:after, you know, with the pandemic and everything
that, you know, that's come after it, like the
262
:best conversations that I have with my friends
or family is always over a cigar. I mean, the
263
:most sentimental conversations, the the funniest
conversations. I want to tell you something. You
264
:probably don't know. I one day I was in in
in Congress at the House of Representatives
265
:in one of these trips to Washington and
I I was talking to Jesse Jackson Junior.
266
:And we were having a Scotch and and a cigar in his
office in Congress. And that day he told me that
267
:the last time that Democrats and Republicans
talk to each other, it was when they used to
268
:have the cigar lounge right behind the the room
where they vote. Yeah. Yep. And then there was
269
:this lady called Pelosi that prohibited smoking
at the cigar lounge and that's when they stopped
270
:completely talking to each other. So interesting
when they had the cigar lounge you know they start
271
:with small talk and you know small talk and then
you know a few minutes later they were they were
272
:working they were doing business. Yeah. Yeah. And
and that was because of cigars. And after that,
273
:I believe it. They're not talking to each other
anymore. Tell you, man, all the world's problems
274
:are solved in a cigar lounge somewhere every
single day and nobody's listening, you know. I
275
:think you're right. I think you're exactly right.
True, Tony. Yep. All right, Litto Junior, you've
276
:got to have some sort of a funny story you can
tell. I don't I I haven't been able to narrow down
277
:a one, but it's it's his overarching theme and I
know that my and my brother can speak about this,
278
:but I for a while I was a rep up in the north and
then now with my current job I travel a lot. And
279
:you know like the last time that my father was
on the road was when I was a kid. So I don't,
280
:you know, I wasn't there for that. So I and it's
always like interesting because like I know that
281
:a lot of our accounts have been accounts forever,
but one thing I never really considered into this
282
:is how much more apparently everybody knows about
my father than I do, right? Because every shop I
283
:ever walk into, there's at least three of Litto's
best friends in the in the world. Sure. Oh,
284
:yeah. Taking I'm taking that possibly from his
stories about how he sits in lounges and just
285
:tells the most out of world stories. So through
that, you know, it's been a really cool experience
286
:because like I learned a lot about Litto, right?
He's apparently way long ago he used to like bet
287
:LG allocations on pool games. Turns out he's an
awful pool player. So like now when I'm trying
288
:to judge and forecast I tell I I know what's real
and what's not which is great. Apparently Litto
289
:was the best man at a million people's weddings
that I've never seen in my life. So this is every
290
:time I travel, there's a new Litto story that
pops up and it looks, there was so a week ago
291
:a week ago I was I was at doing some visits
with CRA and we had and we had a meeting with
292
:Representative Byron Donalds, right? But we
had a meeting with his with one of his chief
293
:of staff. We go to his office a little early. And
out he walks. He has his headphones on. They they
294
:were having a vote in the House that day. So
everything was very boom, boom, boom. And then
295
:it the person I was with kind of like in a lot
of ways just trying to get his attention said,
296
:"Oh, Rep. Donalds, this is Litto. This
is Litto Junior. This is Litto. This guy
297
:takes his AirPods out and said, "Who's kid?" Turns
around, drops the [ __ ] that he had in his hands.
298
:He gave me a bear hug. He's like, "My brother,
your dad's the man." And walks away. You know,
299
:it's just like, my father's the least politically
minded human being ever. The thought of what these
300
:two very different individuals could have possibly
had in common really shocked me. Yeah, it's a
301
:unique thing that everybody knows your dad more
than you ever funniest [ __ ] ever. Great. Yep.
302
:Sorry. I never say I was a great father. I don't
think that either. Relax. Just a cigar maker,
303
:that's all. You're just a great schmoozer.
Yes. Love it. These guys are a pain in the ass.
304
:Perfect. Setting the stage for you two.
This is great. Here, here we are. I don't
305
:know if you realize this but in front of you
there's three generations this Litto Junior
306
:that you know appeals to a younger- What
generation are you, Litto? Gen Z. Gen Z,
307
:okay. For good or bad for good or bad still Gen
Z. Okay. Mhm. And so he appeals to his generation,
308
:you know, the younger guys and you know, I
was lucky enough to meet a lot of his friends
309
:through college because he studied in Miami.
Yeah. And I met a lot of the guys and you know,
310
:a lot of them are cigar smokers, you know, and
they grew up with Litto Junior. And and then
311
:and then you have Tony. How old are
you now? I'm I'm I'm starting to get
312
:gray hair. Okay. He must be like 38. Okay.
I've been telling people 45. I don't know.
313
:38. Okay. So now he appeals to another group of
people with a different age. It does. And I I
314
:don't know who I appeal to anymore, but you know,
I try to appeal to everyone I I can't. Somehow you
315
:appeal to a lot of people. Yeah, you sure do.
So, yeah, the the the three generations here
316
:that appeal that's something pretty unique for a
company. I just want to touch a subject because
317
:the question, was- Quick question, if he's 45, how
old are you? Yeah, that puts you way older, buddy.
318
:Yeah, I'm I'm 71 and 7/8. 7/8. Your birthday is in
like a week. What do you mean 7/8? Well, I don't
319
:know. 71.9 15/16. Yeah. Well, happy birthday in
advance. Yeah, happy birthday. That's awesome.
320
:But so back to the question. Here's the thing like
obviously it's like this guy casts a big shadow
321
:and you know it's very big shoes to fill if you're
trying to fill them. I think you know very early
322
:on I realized there's only one Litto Gomez, and
you know I'm I'm not going to be him. We're very
323
:similar in a lot of ways. We're very different
in a lot of ways. And I I've always just said,
324
:you know, and you know, when my brother was
younger and, you know, getting his feet wet, I
325
:think we had some very similar conversations like,
you know, you just you have to be yourself and you
326
:know, you have to get people to like you for you
because you're automatically going to get a ton
327
:of respect and hugs and handshakes and all that
just because of him. You know, if you're his son,
328
:it comes with, you know, respect from people, but,
you know, you you want it to be authentic. You
329
:want people to like you for you and for your own
accomplishments, right? So, I've always said that
330
:one of the things that I admire the most about him
was that, you know, like when I first moved down
331
:here to the factory and started getting involved
in things. You know, he's in the Cigar Aficionado
332
:Hall of Fame and, you know, he's won every single
award and he's been all the accolades, you know,
333
:you can think of, he's gotten them. So, you
know, he he doesn't have to listen to anybody,
334
:right? He he has a formula. He's got a secret
sauce and he's done it well. But he always
335
:listened to my ideas and anything that I brought
up whether or not he agreed. Another story, but he
336
:always heard me out and gave it thought and, you
know, a lot of times, you know, let me, you know,
337
:maybe had a crazy project that, you know, maybe he
wasn't totally crazy about, but he said, you know
338
:what, do it. You know, if you have confidence in
it, do it. So that's one of the things I've I've
339
:always admired about him the most. But yeah, you
know, you have to just have your own personality
340
:and and and be yourself. This is an industry built
on character and personality, so you have to find
341
:where you fit in. Sure. And it's nothing like
just being authentic and you know, whatever that
342
:means. Totally. Absolutely. Obviously, there's
various ways ways of reading a story. For me,
343
:you know my father not having any experience and
anything like that is what helped him it becomes
344
:successful because he wasn't bound to anything and
I think in a lot of ways although the situation is
345
:extremely different you know my father's never,
and I know my brother could agree with this,
346
:he has never tried to put us in a box, right? He's
never, I mean, even to a point of a company right
347
:this is us working here is it because it's what
both me and my brother love to do respectfully.
348
:Mhm. You know, a matter of fact, if anything, it
was like more a okay, let's keep them at bay until
349
:we know they this is what they really want to do
because we want them to feel like they have, you
350
:know, they're able to do whatever they want with
their life. And we're blessed that this is what we
351
:chose to end up doing for whatever crazy [ __ ]
reason. But and yeah, and and in a lot of ways,
352
:and I know this seems kind of backwards, like I
I feel like the tradition that was passed off to
353
:me and my brother has a lot more to do with being
unapologetically ourselves. Yeah. Yeah. And I'm,
354
:I will always be grateful for that, you
know, because that I get the opportunity
355
:to wake up and kind of, you know, not say how do
I become better than this person and my father,
356
:this this other brand. It's how do I be who I am,
right? How do I be myself every morning? And it's
357
:like it's it it really is a beautiful thing.
And going off of what my brother said, too,
358
:everything that we come out with and we're able
to manage, right? My father gives us complete,
359
:a trial on. You know, he's, for better or for
worse, I don't know if my retailers agree on this,
360
:but for example, Litto Gomez Senior is the
only and the only person crazy enough to look
361
:at a 23-year-old kid and say, "Okay, yeah,
you're going to run the sales team and the
362
:distribution channel, with absolutely zero [ __ ]
experience." And it's a beautiful thing. You know,
363
:I've always been given the opportunity to prove
myself and I'm sure my brother has as well. And it
364
:it really is one of those things that, you know, I
look back on and it's- I'll always be grateful for
365
:because he's allowing us to be ourselves and also
allowing us to, you know, screw up if we have to.
366
:It's a beautiful thing. Yeah. Yeah. And I have
to tell you I'm very proud of this both of these
367
:guys because you know they're building a name
for themselves. They have their own style.
368
:Tony has built a name already in the industry with
his own style and and Litto's building his name
369
:strongly. And, you know what? If I become the dad
of Tony or Litto, I'm okay with it. Yep. Yeah. Are
370
:you sure about this? Can we be honest? I hate it,
but I'd be okay with it. That's my kid. Okay, he's
371
:mine. But that's a reality. And you know, nobody
can be someone else. Whoever in history tried to
372
:be someone else, it it just didn't work. Yep. It
just don't look good. Okay. A copy is always a
373
:copy. And Litto gets very upset, Junior, when, you
know, somebody tries to copy us. Nobody looks good
374
:when they try to copy somebody. No. Exactly. Yeah.
Authenticity is the best thing to be. Authentic
375
:is the only way, to become somebody and you know
whether it's your personality or the product that
376
:you showing what whatever you do you have to be
authentic. It has to be a reflection of you and so
377
:I'm this is going good. I like it. So
you know that scene in Scarface where
378
:where Tony Montana's in jacuzzi and
he's like, "Who built this thing?" Me.
379
:Yeah, that's 100% him. He acts very humble, but.
One day, I'm going to make a video with that. So,
380
:I have a question for and this any one of you can
answer this. I've always been a big believer and
381
:I heard this from a really good friend of
mine. Happiness comes and goes, you know,
382
:really depending on your emotions. It's very hard
to control how happy you are. But we talk a lot,
383
:especially in the United States, we talk a
lot about wanting to do things that make you
384
:happy. A word that I like to focus on is how
do you cultivate and spread joy instead of
385
:happiness? Because circumstances can be really
unfortunate, but you can still actively pursue
386
:having a joyful attitude and creating joy for
you, yourself, your family, your employees.
387
:What are some of the ways? And it's certainly
evident, Litto Senior, in watching you walk around
388
:your factory giving a tour to fans of your cigars
and to retailers and whoever gets the chance,
389
:you know, to come down to a tour like that and
even out in cigar shops. What are some of the
390
:ways that you guys cultivate joy or spread joy,
you know, in your family, amongst your employees,
391
:when you're out with your consumers? What
are some of the ways that you guys do that?
392
:I am the proud owner of a Boveda box. Look
at that beautiful thing there. By the way,
393
:you guys, this is this box is really nice. Super
nice humidor. It's not a box, it's a humidor. Oh,
394
:we're glad you enjoy it. Very nice. Yeah. Yeah,
this is dope. I got rid of my other humidors.
395
:This is sick. Humidification brick there. That's
really good. Litto Junior, I'm glad. Are you going
396
:to continue making this? Are you going to Is this
going to be in the market? Absolutely. Yep. Nice.
397
:Good call. Good call. Yeah. Sean and Tim, that's
their baby. They're very proud of it. We're very
398
:proud of it. It's an awesome humidor. It works
wonderfully. Yeah. Yeah. So, look, you know,
399
:I open my phone in the mornings, okay, when I'm on
my way to work and I see a message from somebody
400
:in Italy smoking a cigar. Send me a picture and
say, "Thank you, Master, for this great cigar.
401
:Then I get another one from somewhere in
Yugoslavia, Bosnia, or some of these countries.
402
:Same thing. Thank you for this beautiful cigar.
Can you imagine to start your day with messages
403
:like that? Absolutely. Yeah. That's incredible.
How do you not get joy? How do you not get happy?
404
:How do you not get 100% joy and you know and think
that you are the most blessed people in the world?
405
:Like you know, it's a beautiful thing. And like
just you know before this the end of this little
406
:thing as I'm talking to you I'm working right so
I'm testing wrappers that they're in fermentation,
407
:right? So I always make one cheroot, just with
only with a wrapper to see how it tastes. Sure.
408
:Right. And then I put it on a cigar as a wrapper
to see how it burns. Mhm. And how it plays with
409
:the filler and binder in the cigar. So this is
how we make a decision if a material is ready
410
:to go into production or not. Just wanted to bring
it up. That's awesome. I was actually going to ask
411
:about that smaller cigar that you had, but that's
really pretty awesome. We appreciate that. That's
412
:awesome. And it's it's interesting. I'll interject
real quick, Litto Senior, hearing you say like how
413
:a message like that from across the world can
obviously create joy, create happiness for,
414
:you know, for the person that receives it. I think
especially I look at my kids who are your age,
415
:Litto Junior, they're 26 down to 19 and they're
inundated with, you know, all of these messages
416
:and they're looking for likes and they're looking
for views and, you know, how many people looked at
417
:this post, how many people liked it. But I think
it gets lost in the fact that even if one person
418
:likes your post or takes the time to send you a
post, that's one person you didn't have before
419
:that's now paying attention to what you're doing.
We forget that even small numbers like that can
420
:be big numbers. If you think of, oh, my post
only got a hundred views. Well, think about a
421
:hundred people in a movie theater that chose to
spend money to go see a movie. That's a lot of
422
:people in one space. Think of that as a group of
people looking at your post. And it frames it in
423
:a different perspective to create a more positive
experience around, you know, looking at things
424
:like social media. And, you know, you think about
how many people will smoke these cigars. Tony,
425
:I think there were 1,200 boxes of the Apollonia.
Is that correct? Somewhere in that ballpark that
426
:you guys produced? Sounds about right. You know, so
not a lot of people will get to enjoy this cigar,
427
:but those that do, that's, you know, what a gift
that they get to smoke this wonderful cigar.
428
:That's a really unique experience. So yeah, and
to piggyback what Nate just said too, like Litto
429
:Senior, when you were talking about those messages
that you receive, it obviously brings you a lot of
430
:joy knowing that people literally all over the
world are sending you a message. They took the
431
:time out of their day to not only smoke an LFD
cigar, but to then send you a message to tell
432
:you how much they love the cigar. That probably
brought them joy, like that brought them joy to
433
:be able to send you a message to thank you for
the cigar just as much as I know it brings you
434
:joy to receive the message and I think that that
is just this beautiful, I guess, circle of life in
435
:the cigar world. Yeah, it's a very unique thing to
cigars and I think it's a a real blessing that you
436
:guys get to as a not only work in the industry but
then do it as a family. Yeah. You know this this
437
:this company was built very organically like
this this company was built by word of mouth.
438
:It wasn't built through marketing. We never until
very very recently invested a dime into marketing
439
:and we recently hired Eddy Guerra who's you know
as a great name in this industry has been a very
440
:good friend of mine for a long time to help. Cuz,
you know, we're kind of in a bit of a growth phase
441
:now you know so you know we thought maybe now
it's time to kind of you know delve into that,
442
:which we've never done before. Sure. But I think
you know we we'll always still remain true to to
443
:those roots and you know one of the things you
know like a lot of factories will offer factory
444
:tours you know and they'll charge money for it
and they'll have like a tour guide or whatever.
445
:And we've always had a very different approach to
that. And you know people reach out all the time
446
:saying you know they they love you know they're
a big fan of cigars and would love to come by.
447
:And you know how can they make that happen, you
know I try to always whenever somebody wants to
448
:come I try to always host them personally and we
don't charge anything and you know I even if it's
449
:just one person, sometimes it's 10 people whatever
it is you know they come I'll sit down with them
450
:we smoke a special cigar and we chat and get
to know each other and then you know I give
451
:them the grand tour and I I treat every single
person the same and you know, you've done tons
452
:of it as well. But like, you know, when when you
when you do that with somebody, just you see the
453
:elation in their face when they're on their way
out, you know, when they're saying bye to you,
454
:like, you know, people are like, I will never
forget this, you know, and and I will spend the
455
:rest of my life is spreading the good word about
LFD and promoting you guys, you know, thank you so
456
:much. And it it's really cool, you know. It makes
you feel really good. And you know, it's you know,
457
:it's one, two, three people at a time, but
you build customers for life. And you know,
458
:you build people that have a personal connection
to the brand and they love it. And you know,
459
:it's it's it's a lot of fun. You know, it takes
up a lot of time, but I think it's worth it. You
460
:know, those guys go back to wherever they smoke
cigars and they're going to speak the world of us,
461
:you know. Oh my gosh. Absolutely. And they tell
their friends and they tell their friends and
462
:they tell their friends, right? I mean it's and
there's something really unique and special that
463
:happens when you do something selfless like that
for you know fans of your of your cigars is, it
464
:makes you feel amazing like you just feel like and
I just think why doesn't everybody else do that?
465
:Like why don't more people do that? It's just, if
they knew the feeling they would get, it's not,
466
:yes, it's work and yes, it can be sometimes an
extra strain, and what have you, but it's so
467
:far outweighed by the enjoyment of spending that
time with those people who you like you said, "Now
468
:we're going to go back home to where they live."
And when somebody's like, "Hey, what should I
469
:smoke?" Guaranteed you're going to be right there
at the top of the list of a cigar that they should
470
:try because of that experience. Yeah. Right. Yeah.
That goes to what I was saying, how much we we as
471
:a company, as a family, appreciate everyone that
smoke our cigars or wants to visit our facilities.
472
:We really appreciate that. And Nate, FYI,
regarding to the social media thing, I deleted
473
:Instagram off my phone and I'm the happiest
I've ever been in my life. Oh, I love that.
474
:Go get another job. Get another job. But
I mean look everything that they said is,
475
:I mean being able to fly wherever and walk into a
lounge and again the joke I made earlier you know
476
:like seeing how much like my father or this
company has changed somebody's life you know
477
:that it's hard to not walk away with a smile.
But at at the same time, you know, this is,
478
:you guys are sales guys, so you understand it.
I'm sure that Mike feels the same way I do. Like
479
:a a huge pride that I have. And something that
genuinely brings me joy is at the end of the day,
480
:if I could look back and I could say that I,
you know, I here I built something that all the
481
:all my guys who I love dearly, who work under
me, that they're happy, right? They're making
482
:sure they're getting the respect and the credit
and at the end of the day they feel fulfilled,
483
:right? And it's the same thing that applies to the
500+ people we working at the factory, you know,
484
:like for me it's it's always been about, it's
always been the coolest thing and ever since I was
485
:like a child as well, you know, walking around,
seeing all of our staff eating at the kiosk,
486
:right? Using the beautiful space my father
has created. It's not just for us, you know,
487
:it's also for them. Yeah. Being able to walk down
our factory, but also walk outside and on the
488
:street and smile at somebody and they smile back
and knowing that at one way, you know, the company
489
:or my father had helped them out. It's a beautiful
thing, you know, and like I I don't think that the
490
:people behind the scenes ever get enough credit.
Agreed. So, for me to have a really small part, at
491
:least on my side of things, you know, with my guys
and make sure they're happy, they want to be here,
492
:they're one of the ones to get the highest paid
in the industry, you know, that brings me a lot
493
:of joy. And when I wake up, it gives me another
purpose to go again for that day. I love that.
494
:Yeah, that's also beer works really well. Yes,
we saw the the Instagram post from last week,
495
:dude. I know. I saw it's so awesome. Did you see
that? A wheelbarrow full of beers that we put into
496
:the rolling room. That that I love that. Yeah,
they brought literally a wheelbarrow full of beer.
497
:Outstanding. So awesome. I don't know whose idea
that was. And FYI, it it's all great. But while
498
:that was happening, we were trying to get a hold
of them to to receive MOQs on the next shipment,
499
:but nobody was answering because everybody was in
the middle of drinking on a [ __ ] Thursday. So
500
:yeah, it's so needless to say that might not
be happening weekly. Yes. Right. I I I hope
501
:not. And then by the way, when they come back to
reality, they get mad at us for, you know, hey,
502
:where's everything we're [ __ ] asking for? Oh,
no. We're drinking, you know. Litto Senior's got
503
:a huge smile on his face right now. All right, so
guys, I I have a question for you. This this talks
504
:this is about Boveda. So Litto in past factory
visits is you know a very recent video that Mike
505
:Stous shared with us. You very eloquently explain
how humidity positively impacts the tobacco and
506
:the end consumer experience. Can you go into a
little bit more depth and detail about what 2-way
507
:humidity, specifically Boveda has meant to LFD?
Like how has your partnership with Boveda been
508
:positively impacted by your cigars or vice versa
rather? Well, it it is an insurance to prevent
509
:issues with the cigars in the marketplace. Cigars
humidity is one of the most important things
510
:for every aspect of the manufacturing process of a
cigar. We deal with humidity every day, every hour
511
:of the day. Okay? Checking every department.
See fillers, binders, wrappers, they all have
512
:to be moist at some point and they, you know,
the weather changes and, fillers need to have
513
:the perfect humidity to be folded, bended into a
filler bunch. And binders have to be humidified,
514
:not too much, because then that humidity goes into
the filler. The wrapper has a different humidity
515
:level and humidity is the most important thing
for the whole process. Okay. And if it goes wrong,
516
:there's problems with the cigars. And even after
the cigars are made, humidity is still the most
517
:important part of the cigar. And to have a
product like Boveda that you can just simply
518
:put in a box and that gives a guarantee that the
product is going to get into the marketplace as
519
:properly and as safe as possible. It is a great
thing for us. Not only that it works well,
520
:it keeps the cigars perfect and it's just a
simple thing. It's just a simple process to
521
:put that in a box. So, it it's a brilliant idea
and, it is a great product and it has, it's been
522
:very satisfying to have it, and we're very happy
with it. Yeah, honestly it's it's just a brilliant
523
:product, man. I remember when you used to have
to use like the propylene glycol or whatever.
524
:Horrible experience. Like I would use Boveda
even if I didn't love the Boveda guys, you know,
525
:but you know, luckily you know, the Boveda team's
like I feel like our second family in the cigar
526
:business. Every time we're at any kind of trade
show or big event, we always end up hanging out
527
:together and telling a bunch of stupid immature
jokes. You know, Tim and Sean and Dan and Benny,
528
:you know, I love the whole crew. So, it's cool.
It's because we love the product and the people.
529
:So, it's it's great. Well, and we're super, JP
and I are both very fortunate and super lucky
530
:to get to work with them and to be able to sell
a product that's as as easy to sell as it is and
531
:something that pretty much everybody relies on and
speaks highly of is, you know, it's a real treat.
532
:And I'll tell you the we have the same laughs
and the same jokes and the same great time when
533
:we hang out as a staff as well. Like when we pack
out a restaurant here in town, we take the whole
534
:restaurant and we smoke out back and it's just the
staff know us and like when you can get to be on a
535
:first-name basis with the people that you one do
business with, but also with the places that you
536
:frequent. I mean, you just have family everywhere
you go. And it's it's incredible to to be part of
537
:a company that has that type of reputation pretty
much everywhere we go. You know, and to PCA is
538
:coming up what, in three weeks, some somewhere
along those lines. Three weeks. And to have, you
539
:know, friends like you and supporters and family
like you come by the booth and it's it's fun to be
540
:sort of a central space that's like Switzerland,
if you will, where everybody can go and hang out
541
:at Boveda because we all know everybody. And
it's just it's the it's the best experience.
542
:Yeah. Yeah. You guys are a great team. Good
family. Appreciate that. We appreciate that. Yeah.
543
:Thank you. Okay, guys. So, we want we want to make
sure that you guys have the floor to talk about
544
:anything you want to talk about. If you've got a
PCA offering coming out, anything coming down the
545
:pipeline, anything that we haven't touched on that
you guys want to make sure that people know about,
546
:the floor is yours. So, by all means, please go
ahead. Take it away, sales guy. There's not much
547
:I can I can't speak about but I'll just, hey we do
have a project coming out at PCA. I won't get into
548
:details I will say it's something that I don't
think anybody has seen in the industry yet. Right?
549
:It is a brand new product category in a way so.
And we're working we're doing it in collaboration
550
:with a a very well-known, you know, and let's say
influencer in the industry. Sure. So we're super
551
:excited about that. And then I'm not jumping
into the details of which product this is, but
552
:I'm not saying when or what, but I do want to
remind people that:
553
:of a product we make. And that's all I'm going to
say. So keep your eyes on that. It's about to be a
554
:giant year for LFD. I can't wait. All right. All
right. I'll spill the beans. We're... No, you're
555
:not. Stop. We're in conjunction with Boveda. We're
releasing the first 3-way humidity control. Yes.
556
:Here today, folks. Tony, don't miss it. Don't ask
what 3-way is. And it's proprietary and it's IP.
557
:[ __ ] off. I love that, dude. That's awesome. I
love it. You guys are the best. We appreciate you
558
:all very much. Thank you. Everything you do, your
partnership with Boveda means a ton to us. Your
559
:the familial feeling that we all we all feel
from you guys never ever goes unnoticed or taken
560
:for granted. So, we appreciate you three very
much. We appreciate your time. We we know that
561
:time is it's not easy to come by when you're as
busy as you guys are, but yeah, thank you for
562
:taking the time to spend time with us. Thank
you for this the years and years of support.
563
:You guys are family and we can't wait to
see you in a few weeks. And Litto Junior,
564
:I can't wait to hopefully see you out at some
other events, as well the rest of this year. So,
565
:I'm looking forward to seeing you guys. Thank
you. Thank you very much, guys. Thank you for
566
:having us. We love you guys. And if if you haven't
purchased your Box Press Humidor, go by your Box
567
:Press [Boveda] Humidor. It's [ __ ] badass. We
sure appreciate it. How's that for a testimonial?
568
:There you go. Boom. You are the people that take
our stories to the public. So we want to thank you
569
:for doing that. It's our pleasure. It's our
pleasure. Yeah. Your your job is so important for
570
:all of us, all the manufacturers, all the brands
around the world. So thank you very much for doing
571
:what you do. Yeah, it's by the way are great
interviewers. So, oh, thanks guys. Thanks guys.
572
:We appreciate it. No, this was this was a ton of
fun, man. You guys, you guys are great. We'd love
573
:to have you guys on again at some point in the
future. But yeah, good luck with everything. Not
574
:that you need it, but good luck with everything
this year. We're really excited about this new
575
:thing that's on the horizon for PCA, and we will
be ready to hear about it when the time comes.
576
:Introducing the all-new Boveda Humidor. Delivering
6 months of consistent optimal humidity for your
577
:collection. No guesswork. No maintenance, just
perfect storage. Learn more at bovedainc.com.
