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Latoya Johnson breaks barriers with Legacy Tobacco Company
- Details
- Tuesday, 10 September 2024
- Written by Amber Little
Cigars have been traditionally associated with men. From smoking them to rolling them, men, for the most part, have been the face of cigars. That is changing, from the cigar lounges to the companies that make them, women are slowly making their mark on the cigar industry. A quick Google search of “How many women-owned cigar companies are there?” will lead to very little. Literally. That’s why women like Latoya Johnson are important to highlight. The proud owner of Legacy Tobacco Company, Johnson is not only a part of a growing trend of women coming into the industry, but she’s also a part of the increasing number of black owners.
An Air Force veteran, mom, and Fayetteville native, Johnson like many, started as a cigar smoker and moved her interest and love into a viable business whose name pays homage to her family's southern roots in the tobacco industry as croppers. Legacy Tobacco Company is Johnson’s way of honoring her family's work in the industry, under a different time in Southern history, and claiming a stake in the industry her family helped build.
“I gained inspiration from my family who talked so much when I was growing up about working the tobacco fields in Elizabethtown, Benson, and Autryville, NC. Along with how the cigar culture fostered a community among people. This inspiration fueled my commitment to creating Legacy Tobacco Co., where every cigar gets crafted with care, blending traditional techniques with innovative flavors. My goal was to offer more than just a product—I wanted to provide an experience that celebrates heritage, honors craftsmanship, and helps others create their own legacies through the art of cigars,” she said. “The company reflects my values and my dedication to empowering others in the cigar community, particularly through initiatives like our ‘Leaf to Label’ group, where we help aspiring brand owners navigate the industry. [Legacy Tobacco] also includes a non-profit I am starting called Redefining a Legacy Foundation, which helps people to create their own legacies.”
Forging her way into the tobacco industry has not been easy and as a black- woman presented several challenges, but nothing Johnson hasn’t been able to overcome.
“As a woman-owned tobacco company, I've certainly faced challenges in being taken seriously, especially in a male-dominated industry. One of the biggest struggles is breaking through preconceived notions and earning the respect and trust of those who may not initially see my potential. There have been times when I've encountered individuals who talk a big game but don’t follow through with real business, which can be frustrating and time-consuming. Additionally, not always being part of the ‘in crowds’ of popularity has its challenges. It can feel isolating at times, but it’s also motivated me to forge my own path and create a space where authenticity, passion, and quality are the core values,” Johnson said. “I’ve learned to focus on building meaningful relationships with those who truly understand and appreciate what Legacy Tobacco Co. stands for, rather than chasing trends or trying to fit into established cliques. These challenges have taught me resilience and the importance of staying true to my vision. They’ve also reinforced the value of my community—people who share my passion for cigars and support the mission of Legacy Tobacco Co. By staying authentic and committed to my goals, I've been able to turn these struggles into opportunities for growth and innovation, paving the way for others who might face similar challenges in this industry.”
Despite challenges, Johnson’s resilience will continue to ignite the flame to keep climbing and expanding the brand. The cigar community is a unique one. It’s one of camaraderie, connection, and a good cigar (with one’s choice of cocktail). There are several cigar bars here in the city, all with their own vibe and feel, but one thing that stands in common is the cigars. Legacy Tobacco Company is a rising star in humidifiers. Johnson takes pride in her blends and the quality she produces.
“Legacy Tobacco Company is unique because we offer factory-direct cigars straight to the consumer, ensuring exceptional quality and value without the middleman. But what truly sets us apart is the personalized experience we provide. Not only do we deliver premium cigars directly to our customers, but we also tailor our offerings to fit a variety of special occasions and settings. We eliminate the middleman, so we can offer our customers premium cigars at a more accessible price, without compromising on quality. In addition, what truly sets us apart is the authenticity and transparency of our process. As both the manufacturer and the retailer, we have a unique ability to craft blends that are truly exceptional and tailored to the tastes and preferences of our customers. This direct connection means our customers are getting cigars that are fresh, consistent, and made with the utmost care, directly from the source,” Johnson said.
For those interested in grabbing a Legacy Tobacco Company cigar, they can be locally purchased at the Livery Cigar Emporium or online at http://www.legacytobaccoco.com/.
Johnson is building something amazing, and she hasn’t done it by herself. As with any success, there is a team of family and friends supporting from the sidelines and behind the scenes. Johnson said, “I am fortunate to have my immediate family and genuine friends, notably my brother Julius and boyfriend Wendall, who act as my advisors, idea generators, and motivation boosters, helping me stay committed to my goals and refine my vision…[I want to shout out] my partners the Cobie and Trmale, owners of Travel 2 Invest . They created space for black cigar enthusiasts to get into this cigar industry and really learn the ins and outs of running a factory and doing business all over the world. It is because of them that Legacy Tobacco can offer the products and services that I do. I would like to express my gratitude to my cousin Will, who furnishes me with straightforward guidance and specialized expertise vital for attaining success and stability in my pursuits, leveraging his considerable experience in this sector. He’s definitely been the go-to guy!”
(Photo: Latoya Johnson's Legacy Tobacco Cigars are showcased. Legacy Tobacco is a woman owned cigar business. Photos courtesy of Legacy Tobacco Co.'s Facebook Page)
