THE CENTRAL AXIS TO CREATE THE PROCIGAR FESTIVAL CATHERINE LLIBRE

Catherine lived in Sabaneta de Yásica until she was 13 years old, studying in Sosúa, Puerto Plata. After been studying English for two years in Rochester, NY, she settled in Santiago, where studied Business Administration at PUCMM, starting to work at the age of 24 at Davidoff and Procigar simultaneously, together with Eng. Hendrik Kelner. In 2014 she was hired to be the general manager at Manojos Tobacco Process.

Talking with Catherine for this exclusive interview for CIGARRO DOMINICANO magazine, she told us, “I never thought that tobacco would become an essential part of my career and I would be so passionate about it, to the point that my son Mauricio wants to follow in my footsteps in this industry.”

In the personal level, she said, “I’m the wife of a wonderful man who has accompanied and supported me for the last 25 years. I’m a mother of two who have allowed me to enjoy the most beautiful feeling and for whom I always want to be my best version”.

CIGARRO DOMINICANO: How did the idea of organizing the PROCIGAR festival arise and what barriers did you have to overcome to get it going?

CATHERINE LLIBRE: The idea of organizing a Cigar Festival came in 2005, but it was not until 2008 that we were able to make this dream possible, including guided tours to the factories and tobacco fields of the Procigar’s members, offering seminars and recreational activities, highlighting our music and gastronomy.

It was born from our leading status as the largest exporter of premium cigars in the world. The truth is that we felt that it was practically a debt to do so.

I remember that the main barrier we faced in that first festival was to organize this event based on the passion we felt and the commitment to make it right, but without any experience in organizing an event of such magnitude. Another fundamental part was to get sponsors on board and getting participants registered was a major task.

CD: Although it was many years ago, I know you have a special memory of the first event, can you tell us?

CLL: A total of 80 people attended to this first festival where Procigar financed a big part of the expenses to be able to provide an event that from the first moment we visualized as a world class experience.

We were so stressed since in Procigar it was only my assistant and me, having to subcontract all the staff, but at the end I remember the great satisfaction because we had achieved it. We invited several international media and the complements came right after.

CD: The festival has outdone itself every year. We have heard comments from people who are surprised by the excellent organization of all details, how have you achieved this success in the organization, in exceeding the expectations of the attendees each year?

CLL: From the first moment we started with the organization we didn’t want to copy any other existing cigar event. Ideas were emerging and the festival began to take on its own identity. Every year it is a great challenge to improve ourselves, but the fact that it is organized and managed directly from the Association give us the opportunity to get so deeply involved and offer a level of organization by a professional and well-trained team of people that knows what it has to be done.

And without a doubt, success has to do with promoting quality products that should make every Dominican proud, not least also for the commitment and passion assumed by each Procigar member and each of the team, the Dream Team, who are involved in the organization. I also need to highlight the group of faithful suppliers and sponsors that has become our strategic allies contributing as well with great ideas driven continuous improvement to the festival.

CD: Over the years, the association has created other events. How has this process been? Which other events are you currently organizing?

CLL: Within the framework of the Festival we also organize an auction of items donated by the Procigar Members for the benefit of children and elders of low income families. We also started with the program A Home for My Family that aims to reward employees of the industry with the construction and furnishing of an entire new house.

Due to the international focus of the Festival, we felt that we also needed to do something in appreciation to the local consumers and that’s how we created the Procigar Night.

We also participate in international trade shows such as the PCA, in United States and Intertabac, in Germany. In addition, there are other events that we organize in collaboration with several embassies in Europe and the United States.

CD: What anecdote from your life can bring light to other women to get out of some situation?

CLL: In 2014 I was diagnosed with breast cancer. It has been one of my biggest lessons where uncertainty caused me an immense fear of dying, but today it has been my trigger to pursue what I want and see life from a different perspective.

With cancer I learned that battles are won first mentally, to occupy ourselves solving things that we are certain are going to happen, not worrying about those that are not confirmed and that only create a lot of anxiety. It also taught me to stop, although nowadays I forget at times, but at the end I recall those moments that showed me that even in the worst storm you can feel an immense calm when you place your fears and worries on God.

Cancer altered my life for many months, I went through surgeries, chemotherapy, it affected me physically, I lost weight and all my hair, but with all that I gained peace, confidence, and I learned to choose my battles and to let go, to get rid of many ties.