President Anto Mahroukian of family-owned JM Tobacco, Inc., is the son of founder John Mahroukian (1996, Los Angeles, CA). President Mahroukian relates JM’s initiation into the 1996 (then) RTDA:
“JM was doubly challenged. We were newcomers, surrounded by countless competitors. Moreover, we were pioneers in ‘value-priced’ premium cigars. We had to educate retailers and smokers that ours were full equals to traditional brands costing 2-3 times ours. Soon, customers realized JM’s cigars’ performance belied their MSRP of only $2.00 to $2.50, and justified JM’s
slogan, ‘Your Daily Choice.’ All JM Cigars are hand-rolled from 100% choice, aged tobaccos. The appeal of their wide spectrum of flavor and strength profiles was enhanced by the bonus of deep savings in manufacturing costs, which we share with our customers.”
Mahroukian’s appraisal of the PCA’s support was concise and pointed, “They never let us down. They worked consistently and professionally, assisting us personally from our first show (1996) to this day. The savings in time, effort and expense at the shows were invaluable. The PCA’s extensive resource library is another bonus
“The PCA and membership took a hard hit recently, when the four largest tobacco companies … Altadis, Davidoff, Drew Estate and General Cigar … abandoned the show. This forced the PCA to move to the smaller Sands Hotel/Casino Expo Convention Center. The PCA’s lost revenue curtails the Association’s support programs for PCA’s members. Other suppliers began offering ‘pre-show special’ discounts to retailers who ordered without attending. One can imagine the financial stress the PCA and members are suffering with so many empty booths.
“JM will be exhibiting in booth #2255, not only for the show’s exposure of our products, but also to support the PCA for all the association has done for us. We are grateful and loyal to the PCA for helping us grow into prominence in value-priced premium cigars. We’ll debut our Churchill Variety 6-Pack, with one each of JM’s best-selling Churchill shape, in six different Dominican and Nicaraguan blends … see separate New Product announcement. JM will be in booth #2255 from June 28 to July 2, 2020.”
Mahroukian closes with, “For JM’s Golden Anniversary, we plan to exhibit at the 2045 exhibition to share our half-century of solidarity with the PCA!”
