Values (II): Innovation
We never get tired, and we never will, of saying that La Aurora is the oldest cigar factory in the Dominican Republic, the original, let’s say for those whom the word “ancient” sounds like obsolete, outdated, old fashioned. La Aurora was founded in 1903, 111 years ago, and its evolution during this time has nothing to do with being neither obsolete nor outdated nor old fashioned, but quite the opposite, precisely because one of its core values: the innovation.
Innovation means that La Aurora has always been one step ahead in its offer to consumers, that has always presented innovative, breaker and different products and that is what has made, 111 years later, La Aurora to be still there, trendy, on top. Because we use our history and our tradition as background, it is not a burden, it is a baggage. And so we do not mind being the oldest, if that means being wise, experienced, expert…
We could put many examples in the long history of this company that was born from the dream of a young, enterprising and hardworking man, Eduardo Leon Jimenes, but we have today in the IPCPR, at booth 18813, a product that is unique in the world, that no one has imagined before: La Aurora Training Kit Emerald.
Come to the booth if you want to see it and if you’re not in the IPCPR, you have an extensive explanation on this link: La Aurora Training Kit: Train your nose.
La Aurora is innovation and it is since 1903.