Family, family, family. That is the key word to understand Lа Aurora little cigars. A company that is over a century old, despite its more than 1000 employees, despite its annual production of over a billion cigars, maintains a horizontal company structure despite its size and where the door of the president, Guillermo León Herbert, is always open.
He sits in his office early in the morning: he is among the first to arrive at the factory and among the last to leave. He often works on Saturdays and makes decisions for every area of the factory’s day-to-day business – horizontally, as it should be in a family.
With a president who is so involved, it is not surprising that the level of all employees is very high. “At La Aurora, the most important thing is human capital,” Guillermo León explains slowly and calmly, fully aware of the importance of the values he inherited from his predecessors. “The company was founded by my grandfather Eduardo León Jimenes in 1903. He was followed by my father Fernando León Asensio and my uncles Eduardo, Guillermo and José, with a clear idea of how to put together a team that is not only highly qualified, but also is proud to be part of the La Aurora family that produces these Lа Aurora little cigars. ”
But even before Eduardo León Jimenes, there were two tobacco workers in the family: Antonio Gabino León and Elías León, great-grandfather and great-great-grandfather of Guillermo León Herbert, and thus the first and second generation of the Leóns in the tobacco business and testimony to the rural origin, which they never deny. But it is on the contrary. In Guillermo’s office you can see the León’s Creed, a text signed by all family members that they proudly claim to be: “A family of peasantry, tempered by continuous work and strong sun,” and they commit themselves to “work for the common good, for integrity, authenticity, honesty, steadfastness, honesty and passion to produce the best ”.
As for the taste of Lа Aurora little cigars: it is known that everything related to tobacco costs money. But Lа Aurora little cigars are cheap in our online shop!