Professor Fiore's December 20th Column

Final Thoughts For 2011

In my December 5 column, I urged all readers to have some faith in your abilities to determine what a high quality cigar looks like, feels like, and tastes like. While recognizing that there is tremendous value in seeking other, experienced cigar enthusiasts’ opinions and counsel, at the end of the day, you are the best determinant of what you consider to be a great cigar. Also, I wanted to laud the great work that cigar reviewers do for us, and I never want to take away from the value that we all get by reading reviews. They are informative, and reviews really help steer us toward certain cigars and away from others. However, at the end of the day, the most valid review for you is your own review.

In this, my last column of 2011, I want to remind you that the single best way to discuss your opinions of cigars, to learn opinions from other cigar smokers, and to help arrive at some consensus about cigars is to envelope yourself in the culture of cigar smokers that can only be found at your local brick and mortar cigar establishment. In the past, I have made my opinions of the value that brick and mortar stores hold quite obvious. While recognizing the economic realities that lead some smokers to purchase cigars online, I always have encouraged readers to buy cigars from local cigar shops whenever doing so is practical. Consistent with that theme, I offer the following thoughts regarding how your abilities to evaluate cigars, learn about cigars, and gain encouragement to try new cigars are enhanced if you surround yourself with the great people who frequent brick and mortar establishments.

Benefits of Brick and Mortar Cigar Stores

While I typically have spoken about the importance of supporting brick and mortar tobacconists in past columns, it was because of the realization that these tobacconists need us in order for them to prosper and stay in business. However, I have been remiss in pointing out to you the many reasons why we, as smokers, need brick and mortar tobacconists to be successful. Rather than focusing exclusively on the benefits to the tobacconists, we need to consider the benefits to us, as smokers. We all know that brick and mortar shops offer myriad opportunities for camaraderie, but as 2011 ends, do we all recognize the other ways in which brick and mortar shops help us as smokers?

One of the best ways I know to answer this question is to consider the Tobacconist’s Credo, as outlined by Tobacconist University. As I have mentioned in the past, Tobacconist University, run by founder Jorge Armenteros, is the premier recognized certifying body of retail tobacconists. For the many tobacconists who receive certification from Tobacconist University, and I am proudly one of them, the Tobacconist’s Credo serves as a guiding light. It states,

“The duty of every Tobacconist is to be your guide through the myriad of tobacco products and brands that exist through the world today. Our job is to share our knowledge....." Furthermore, Tobacconist University's Code of Ethics and Standards state that certified retail tobacconists shall:

1. Obey and enforce all local, state and federal laws regarding tobacco age/use restrictions.

2.  Successfully Complete the Academic Curriculum, including

TOBACCO, ACCOUTREMENTS, TASTE, & SERVICE COLLEGE, FAQ, Glossary, Apprenticeship, Seminars, and the Final Exam.

3. Be Committed to Perpetual Product Education. "The brighter you are, the more you have to learn."

4. Demonstrate Customer Commitment, including the Tobacconist’s Credo, Duty, Aspiration, Individual Attention, Ambience, Courtesy & Kindness, Professionalism.

5. Build Trust. Trust is the cornerstone of Tobacconist Credibility. 

6. Exhibit respect & fairness. Treat colleagues, vendors, and customers with respect, fairness, and good faith.

7. Merchandise all Luxury Tobacco Products with the same care and respect it took to create them.

8.  Demonstrate a duty to package and protect all products for customers

9. Finally, you are committed to be the most professional and educated ambassador for this venerable industry and its traditions www.tobaconistuniversity.org).

When we consider these nine standards, the benefits of certified tobacconists cannot be overstated. These individuals provide an atmosphere for all smokers to learn about, value, and enjoy cigars. It is certified tobacconists who go above and beyond the mere pricing and availability and accessibility of cigars, and treat the products and consumers as partners in the enthusiasm of cigars. It is true that many owners and employees of brick and mortar cigar shops are not yet certified by Tobacconist University and, therefore, are not bound by these standards and this code of ethics. However, they, too, deserve our support for they all inherently do many of the things that certified retailers do.

Brick and mortar shops provide a space for camaraderie to develop. As I have shared before, my enthusiasm for cigars has fostered many great friendships. As you can hopefully attest to, the brotherhood of the leaf created in retail shops is one of the many joys that cigar enthusiasm brings.

So, as we prepare to usher in a new year, let us also pledge to support the many retailers who make our cigar enjoyment easier. If economic realities and/or availability of certain brands where you live force you to purchase cigars online, please support the brick and mortar shops whenever possible. As it becomes increasingly more difficult for us to freely enjoy cigars in our great country, let us all endeavor to celebrate the many fine retailers who work on our behalf. In this season of giving, it is something that each of us can do. 

In closing, I wish all of you a joyous holiday season. My hopes are that each and every reader will have a prosperous 2012. Further, I hope that we all can share that prosperity with the shop owners who help us enjoy the luxury of great cigars. Until next time, I am Professor Fiore: Student of the Leaf. Keep smoking, my friends!