Miami, FL, 15 July – My Father Cigars, Inc., the principal company of the Garcia Family’s growing cigar manufacturing and sales colossus, announced the appointment of Jose Ortega as Vice President of Sales. Rather than replacing John Gonzalez, who has held that post since 2007, Ortega will focus on domestic (U.S.) sales and in-store events; while Gonzalez will be free to concentrate on international sales, specifically, Europe and Asia.
In a previous position with another company, John Gonzalez increased sales in Asia dramatically and was responsible for establishing his employer in Asia.
The company sees the need to direct their attention abroad, in light of the increasingly burdensome tax policies of the Federal Government and the various State Governments. Janny Garcia, speaking for the family entity also mentioned the impact of the innumerable smoking bans and restrictions on where people can, or cannot, smoke in various cities and states.
“We do not fear for the future of the industry in the United States,” Garcia said, “but we feel a need to pay greater attention to the foreign markets where cigar smoking is still an acceptable pastime…particularly, Asia.”
In the appointment of Jose Ortega to head the domestic sales organization, My Father Cigars has acquired an experienced, able sales executive who is known for his ‘hands on’ approach in working with salesmen in the field, doing events and ‘buttonholing’ indidvidual smokers at events to explain the value of his cigars.
Jose Ortega ‘hit the ground running’ on 1 July while all three Garcias – Janny, Jaime and Pepin – were in Estelí, Nicaragua. That same day, Ortega had spoken with all the company’s Sales Representatives, and spelled out his modus operandi and explain what he expected of them. Likewise, he spoke with many of the company’s major customers – all known to him – to say “Hello” and advise them of his role.
Jaime Garcia said that “…we spent a considerable amount of time seeking the individual who would help move our company to the next level. When we began conversations with Jose, we were immediately aware that his knowledge, energy and work ethic were more than equal to our needs and expectations. My father, sister and I, all agreed and we were delighted when Jose accepted our proposal.”
Jose Ortega, while in the cigar industry only seven years, as a Vice President of Sales, has made his mark among retailers and consumers alike. In the fifteen days that he has been in his new position, several retailers, who have My Father Cigar events scheduled, have called to request that Jose be at their event, even if Pepin would be coming to the event.
It is expected that Ortega will not be a ‘desk bound’ Vice President of Sales, but will be in the field, working with Sales Reps, tobacconists and doing events, thus becoming an addition ‘face of’ the Garcia brands.