A tribute to Gabriel Cruz Ayala, El Chan

In recognition of the struggle led by José Gabriel Cruz Ayala, El Chan, in favor of tobacco and cigars produced in the country, a tribute was paid to him during the Puerto Rico Cigar Convention (PRCC) 2024. Attendees lit up a cigar from La Hoja del Chan, remembering its founder with the cry of “Somos la Resistencia.”

“I knew my husband was known and what he was doing was something historic, but realizing that everyone who came recognized him with applause was more than beautiful,” says Liz Janice López de la Rosa, his widow and current CEO of the company.

In this larger-scale setup than its predecessor, La Hoja del Chan also obtained from the country’s government the Certification and Excellence Award in Quality Hecho en Puerto Rico, reaffirming its position in the market, alongside other companies seeking to reach the US market, considered the most important in the world.

The event program highlighted the Women in the Tobacco Industry panel, where Liz Janice; Leonor Abrzaradel, CEO of Platinum Nova Cigars; Altagracia Ovalles, from Abeja Cigars, and Julissa Alonso, from Hojas de la Reina, shared their experiences and talked about the challenges faced by women in this industry.

As a guest panelist, the dominican Francisco Matos, also CEO of Matos Cigar Company, delivered the lecture “Challenging Stigmas: the Journey of Tobacco and Cigars in a World Intoxicated by Stress”; Sergio Reyes, from Cava Serrallés, shared the cigar pairing experience with different wrappers and Don Q rums, and Leonor Abzaradel led a presentation from Platinum Nova Cigars.

With music by Alex Javier and a tribute to Juan Luis Guerra, the PRCC 2024 had a great atmosphere and recorded a higher attendance than its first edition. The wide range of food, amenities, and the auction of a painting by Luis González Fracinetti contributed to the enjoyment of an afternoon that places it on the level of other international events.

According to Liz Janice, the rise of tobacco in Puerto Rico has always existed, but now it is noticeable, as with activities dedicated to its dissemination, people venture to know brands, distinguish qualities, differentiate the aromas and flavors of cigars, and experience the benefits of premium tobacco.

A mission in which El Chan participated and, seven years after starting his work, now allows the livelihood of many families and the resurgence of an industry that contributes to the local economy: “Puerto Rico is key due to its geographical position, in addition to its lands having potential for more production. It’s not easy for someone to embrace their traditional culture, spread it, and place it in the taste of new generations, but Gaby achieved it and today he is recognized.”

The event, held last Saturday, May 25th, at the Vivo Beach Club in Carolina, on the Island of Enchantment, brought together brands such as El Artista, Platinum Nova, La Aurora, Natura, Blackbird, Matos Cigar, La Abeja, Plasencia, EP Carrillo, Vitola, Tabacalera Palma, PDR Cigars, Fratello, AJ Fernández, Hojas de la Reina, Rocky Patel, and Don Rey, among others from the tobacco industry, as well as companies from accessories, spirits, automotive, and textiles sectors.