What’s the Los Caidos story? How’d your cigar brand come to be?
I lost one of my best friends, Chris Dincuff, on September 11, 2001. Ripped my heart out. Last time I saw him was at my wedding June 29, less than three months prior, and we had such a great time. He came alone because his fiancée Angie was studying for the LSATs, so he made my grandmother his date. It was a riot. He stayed at my sister's that night and pleaded a case with my new wife of 5 hours over how we should stay there with him instead of going back to our room at the B&B. Just a fun-loving dude so full of life. His loss was really hard on me then and still is to this day. Every September 11 after that, I'd spend most of the day in solitude, part of which included making sure I smoked a cigar with him in my backyard.
When I opened my cigar shop, I was also serving as a high school assistant principal. I hired a customer (Frank) to help me manage the place. He knew his shit and was trustworthy. Also, he was a former police officer in town. Around that same time, a local police officer and a New Jersey State Trooper were killed in the line of duty. Through Frank's affiliations, we became the shop to go and service "Beach House Cigars" – branded cigars at fundraisers (casino nights, golf outings, picnics, etc.) to help raise money for the families in need. What started as local services within two counties quickly turned into a statewide expansion.
But, I was giving back $200 a day and they needed $10k-$20k. I felt embarrassed at how little I was giving. One day when I returned to the shop and lamented about the situation, my friend who was a Jersey Mike’s franchisee, told me to stop bitching about it, get a set of balls, shut the shop down, and stop being a vice-principal to go national with a brand and give $1 back on every cigar like they do through subs. So, that's what I did.
I came up with the name, Los Caidos, which is Spanish for "The Fallen". I was warned it would be hard to pronounce and people wouldn't be able to find it in a search because they wouldn't know how to spell it. Hell, Paul Palmer still tells me even I don't say it correctly, as a gringo! Lol. But, I didn't give those considerations as much weight as I gave to the importance of acknowledging the Latino community who relentlessly toiled to bring a great and robust cigar community and culture to America. It was my very small way of thanking them for allowing me, and warmly welcoming me, into their community.
After the name was set, I reached out to the presidents of the five largest police unions in America (NYC, LA, Chicago, Philly, and Houston) to get ideas on design because at that time, it seemed to me that many brands were using images of beautiful, scantily dressed women to sell cigars. There was no way I was doing that, especially when honoring the lives of Fallen police officers and firefighters. A few of the guys got back to me, Tyler Izen of Los Angeles, particularly, and with their input, Frank's input, and my tweaking, over a period of almost two years of going back and forth, the Los Caidos brand was born.
It was to help families of Fallen police officers only. We did not have anything to help families of Fallen firefighters because very fortunately, we did not have a lot of local guys lost while fighting fires. So, I was ignorant and simply did not think of that at first because it was not an immediate need in our community. It was only after repeated emails, texts, Facebook messages, and face-to-face conversations over beers with some of the fire guys from throughout the state (NJ) that we came out with something to help them, too.
A portion of the proceeds from Los Caidos directly benefits families of fallen police officers and firefighters. Can you elaborate on this process for the inquisitive?
One day when I was servicing a golf outing with the new Los Caidos cigars, Tom Collins, former Green Bay Packer and current Advisor with RBC Wealth Management, came up to me and said, "I don't smoke cigars, but I believe in what you're doing." and he handed me a check for $1,500. Ethically, I couldn't put it into my cigar bank account. I couldn't put it into my personal account. So, it just sat under a magnet on the filing cabinet in my home office. The clock was ticking because the check was to be voided after 90 days.
When I discussed this with my family at the dinner table one night, they encouraged me to start a non-profit. I had no idea what that entailed, and I certainly didn't know what I would do. My wife suggested I center it around something I like to do. I did a bit of work with the Villanova Alumni Association (my alma mater) for Habitat for Humanity and Special Olympics and my family knew I really enjoyed that work. However, just after she made that suggestion, my sons (twin boys who were 12 at the time and had no problem saying what was on their mind) said that all dad likes to do is drink beer, smoke cigars, and ride his motorcycle.
And they were right! I immediately got to work on the application material for Life of a Ridetime, a 501(c)(3) with a purpose of raising funds for, and distributing those funds to, family members of Fallen police officers and firefighters mostly through charitable motorcycle rides. It is governed by an 11-member Board of Directors who hail from the law enforcement, firefighting, and Harley-Davidson communities all throughout the country.
Los Caidos gives $1 on every cigar sold to Life of a Ridetime and is one of many companies which have supported the organization over the past three years. Los Caidos, specifically, has given $4,500 to the organization, which gave it out to the New Jersey Police Benevolent Association Survivor and Welfare Fund ($2,500), the Philadelphia Fraternal Order of Police Lodge 5 Survivor Fund ($1,000), and the New Jersey Firefighters' Mutual Benefit Association Local 68 Fund ($1,000).
How would you describe the Los Caidos cigar experience to someone that hasn’t smoked them before?
We have "Los Caidos Lightups" during which we wait until everyone in the room has their cigar lit and then instead of a moment of silence, we open the floor for anyone who wants to say a few words about the loved one they lost and miss.
At our event at Club Macanudo in the city last October, Chris' mother (Joan) and sister (Beth) were the Guests of Honor. Neither had ever smoked a cigar. Still, they lit up, puffed on a Los Caidos, and said a few words about their son and brother, respectively.
And that was exactly the moment I created Los Caidos for: It had to be mild and flavorful enough for the seldom cigar smoker, even a first-time cigar smoker, yet strong and flavorful enough for the everyday cigar smoker. It was quite a challenge indeed and I think we nailed it. We being Arsenio, Jacinto, and Paul over at Casa Fernandez/TABSA/Aganorsa Leaf at the time.
If the Red and Blue were fictional characters, which characters would best embody their personalities?
Ooof. Tough one. They are exactly the same blend. The only difference is the packaging which identifies where the $1 goes; blue to family members of Fallen police officers and red to family members of Fallen firefighters.
So, I'd probably go with the Wonder Twins. They dress exactly the same (same blend) but the packaging is different (one's a guy, the other's a gal) and they transform themselves into water and animal forms just as I hope those who smoke Los Caidos are transformed into more empathetic, grateful, and philanthropic people.
In your experience, what type of cigar are most Police Officers and Firefighters smoking these days?
The ones still on the job... anything of perceived value, i.e., a good stick at a low price.
Retirees who got out at a higher place on the pay scale and are now collecting that pension, thus having more discretionary income to spend, I'd say higher perceived quality, i.e., established name brands with less concern over cost.
Of course, that's total speculation. It's hard to ask a guy with a doctorate this kind of shit. To us, it's all about the data because the numbers don't lie. People do.
But, to the point of your question, I hope more and more will smoke Los Caidos because as a 6x54 toro that's medium-bodied and full of flavor, out of Aganorsa, and gives $1 back to their own community. It meets every criteria, regardless if judging for quality or value and it's great for seldom and everyday smokers. MSRP without OTP is $9.99 per cigar.
What would you recommend to pair with Los Caidos?
Dude, I'm all over the map when it comes to this. I'll drink anything. I'll eat anything. I'll listen to anything. Mostly comes down to the mood I'm in. When I'm ridin', I could have one with coffee in the morning over a pork roll, egg, and cheese sandwich and some Cat Stevens. I could have one for lunch with a hoppy double-or triple-IPA over a Cuban Sandwich and some Led Zeppelin. And close it out when I get home with a tequila and ginger ale and a steak on the grill in the yard with a touch of Sinatra. And I would have loved all three smokes that day.
I am not one to give a shit about the pairings. Never have been. That's just me. I respect others who are really into it and I find it intriguing. They do them. I do me. We're good. Maybe I will pair it someday. I think I'd start with desserts. A lot of them. A Los Caidos/Carrot Cake, a Los Caidos/Cannoli, or a Los Caidos/Rice Pudding Pairing would be awesome; right up my alley, with built-in alliterative effect for marketing to boot! Lol.
What is it like working with the fine folks at Aganorsa Leaf?
Absolutely awesome! I consider Paul Palmer a mentor, 100%! Every person in every aspect of the company has helped me, whether in Miami or Nicaragua.
Eduardo, Paul, Max, Josefa, Gigi, Maritza, Herold, and Jacinto have been vital (I chose that word specifically because without them, Los Caidos and I would not be living in this cigar industry). And more recently, Terence and I bounce ideas off each other. It's such a privilege to be working with them and I'm so happy they let me in! Just a great group of wonderful people!
What’s your favorite cigar memory?
A ton of great ones but my favorite is the day Paul Palmer and Max visited my shop with their NJ representative Bob Morrison.
I had been asking Paul for about 8 months in a row to make cigars for me, and each time I asked, the answer was no. Realizing I wasn't going to stop, Paul decided to visit the next time he was in Jersey. He showed up with Eduardo's son, Max, who I think was just getting started with them then, and Bob Morrison, their New Jersey rep.
After a conversation over a Casa Fernandez cigar and some cake pops and coffee from Starbucks, I asked Paul what it would take for them to make my cigars. And on this day, Paul told me that I just did it; that he, i.e., Casa Fernandez, would make cigars for me.
I jumped out of my seat and pumped my fist, hollering things like "Yeah" and "Woo-hoo" so loud that the folks back in Miami must have heard me. And there were guys, customers, smoking in the shop that had no idea what the hell had just happened. So, I told them and after Paul, Max, and Bob left, we all smoked and celebrated the rest of the day!
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