Barreda Cigars is a family business where women are the cornerstone: Jennifer Barreda, the great-granddaughter of Don Chico, from whom she inherited her love for tobacco and whose dream allowed her father, Óscar Barreda, to found the company; and her mother, Doña Clara Rodríguez, who oversees the administration of a Nicaraguan cigar company whose premium cigars are present in the United States, Europe, Asia, and Latin America.
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Jennifer Barreda comes from a typical pinolera family –that is, Nicaraguan– and is a tobacco enthusiast at heart. Born and raised in Estelí, she is currently pursuing a master’s degree in Business Administration in Florida, United States, where she is now based and working for the company. Her responsibilities include operations and pre-industry tasks: pilones, fermentation, factory, manufacturing, packaging, and more, though she is currently more focused on client relations and brand development.
The Pleasure that Became a Business
Like every good story, this one begins with a great-grandfather. The premium cigar industry in Nicaragua began to develop in the 1960s, driven by Cuban cigar makers who left the island after the 1959 revolution. They found the volcanic soils of Estelí rich in minerals and nutrients, along with the tropical climate, ideal for growing high-quality tobacco.
During the 1970s, Don Francisco Barreda, known as Don Chico, a friendly and sociable Nicaraguan entrepreneur, formed a close friendship with a group of Cubans. They introduced him to the pleasure of smoking and sparked his interest in growing tobacco, which he eventually did on part of the land he leased for farming in the north of the country.
“One day, he decided to give it a try and start planting, not as a business but more as a hobby. He also learned to roll cigars –his Cuban friends taught him how to blend, and he made his own, very artisanal ones, which he loved,” Jennifer recounts.
His grandson, Óscar Barreda, studied Electrical Engineering. Despite this, the plants and the aroma of tobacco that his grandfather enjoyed always stayed with him. In fact, grandfather and grandson eventually developed a close bond, sharing and enjoying smoking together. During these years, Jennifer says, her father learned what would later lead him to turn that dream and hobby into a family business.
Don Chico taught his grandson everything he knew and had learned from the Cubans: about the soil, planting, processes, and tobacco blending. So, in 2013, to honor and continue the legacy, Óscar Barreda decided to formally establish a company with the help and support of his family: his wife, daughter, son, and even an uncle, Camilo Barreda. Don Chico passed away four years later, in 2017. Jennifer says it’s a blessing that the entire family loves tobacco and is part of this legacy, which undoubtedly makes the work more enjoyable.
Revolution
Over the last decade, the Tobacco World has undergone a revolution at various levels, especially after the pandemic, with the rise of video chats and live streaming, as well as changes and evolution in the market with new segments, trends, and audiences. One sector that immediately and powerfully made its presence known was that of women.
On International Women’s Day, Jennifer affirms that she is in this industry thanks to women who laid the foundation and paved the way for more female enthusiasts, influencers, brand ambassadors, entrepreneurs, executives, and producers than ever before.
She recalls that at her first Premium Cigar Association (PCA) trade show, some people approached the booth to congratulate her, somewhat surprised, for being a woman who speaks about the industry with such knowledge and ease.
Today, she adds, “there are more women in the industry, as well as their partners and family members, their friends. It’s becoming more common to invite someone to smoke a premium cigar, visit a cigar lounge, or attend a tobacco event.”
However, when someone has knowledge, a job that backs them up, loves what they do, knows how to express it, and enjoys it, gender shouldn’t matter –there should be no barriers to moving forward. “In my case, the key is to do it with discipline, consistency, and commitment.”
In that sense, she affirms that tobacco has no gender. Being a woman doesn’t mean you should only smoke mild cigars. “You might like a mild, medium, or strong tobacco, and it doesn’t depend on whether you’re a man or a woman, but on your preferences.”
In this challenging world, Jennifer recalls that she officially entered the industry at 18, when her father allowed her to smoke and she began her journey into the flavors of premium cigars. But it was when she graduated with a degree in Business Administration and joined the company that she truly got to know the Tobacco World.
“I got involved 100% in all the company’s activities, and that’s when I discovered the wonder of tobacco. Before, I enjoyed it, I smoked… but being involved in production, being with the pilones, in the fields, seeing the entire process, and being alongside the people who work on it every day –that changed my perspective and admiration for this work.”
Just as Don Chico enjoyed this world and taught his grandson Óscar, Óscar did the same with his daughter Jennifer, involving her from a young age. “I was lucky to know my great-grandfather, though I was young. But the person I interacted with most and who brought me into the tobacco industry was my dad. I watched him smoke, and he would tell us stories about his grandfather. From a young age, I was curious.”
Her first experiences with a cigar happened at 15. “One day, my dad left a bit of tobacco in an ashtray at home, and I got curious and tried it… I actually confessed that to him recently.” The memory of the flavors and sensations from that smoke would define what later became a hobby, passion, and future.
She also expresses gratitude for being able to work with her mother, Doña Clara Rodríguez, who handles administration. “She’s not someone who appears much in interviews; she stays more behind the scenes, but she’s a fundamental pillar for our company. With that motherly and feminine instinct, she makes a difference in the company’s growth and teaches us all so much.”
Challenges
In recent years, Barreda Cigars, which initially produced only private labels, developed its Don Chico line as a tribute to Francisco Barreda, featuring Maduro San Andrés, Habano Ecuador, and Connecticut wrappers; 021 Cigars with Habano Ecuador wrappers; Cocktail with Habano Criollo Nicaraguan 98 wrappers; Don Chico Original with Maduro and Habano Nicaragua wrappers; Lotes Reservados with Nicaraguan wrappers; and Vega Suprema de Oro with Habano Ecuador wrappers, plus two planned releases for 2025.
Regarding new releases, she believes it’s one of the biggest challenges for Barreda Cigars and for brands in general. “The trend today is that consumers always want more –new releases, new brands, all the time. Like smartphones, one or two releases a year, but to what extent are we building loyalty to a brand?” That’s the challenge: balancing the trend of always wanting something new with consolidating a product that smokers remain loyal to.
She mentions that the company is currently exploring the Asian market, having started distribution in Taiwan and negotiating with distributors in Indonesia, Thailand, and Singapore. “And China is definitely in our plans.”
They are also working to increase their presence in Europe after participating in the InterTabac trade show in 2024, “a fantastic platform that helped us open new markets, and we hope to participate again this year,” as well as strengthening their brand in the United States and Latin America. “We’re focused on that,” she concludes.
