Casa Fernandez Cigars, the company owned and operated by Eduardo Fernandez and his son Max has a new, but familiar name. Today the company announced it was changing its name to Aganorsa Leaf. It’s the first step in what is a large rebranding effort the company is undergoing.

AGANORSA is an acronym for Agricola Ganadera Norteña S.A.- the Fernandez family’s growing operation in Nicaragua that grows its signature tobacco. This tobacco is used in the company’s own brands as well as other brands. The operation has a reputation for producing some of the best Nicaraguan tobaccos in the business. Over the years, it has been used in the branding of some Casa Fernandez products. Now it becomes the company name.

The brands previously under the Casa Fernandez umbrella will now be under the Aganorsa Leaf umbrella. This includes JFR, Lunatic, Guardian of the Farm, and the eponymously named Casa Fernandez lines. The brand names will be the same, including the Casa Fernandez branded cigars – they will just now be under the Aganorsa Leaf company name.

There is also a new company logo that is also familiar, featuring a strong arm gripping a bunch of tobacco leaves. It’s a logo that has also been used on product branding in the past and will now serve as the company logo.

“It’s essential cigar aficionados associate our cigars with the incredible leaf we grow. Changing our name to AGANORSA LEAF is a crucial step towards that goal,” commented Terence Reilly, Vice President of Sales and Marketing at Aganorsa Leaf.

Plans are for the new name to be incorporated into packaging and marketing materials as well as other proprietary brands distributed by Aganorsa Leaf.

Max Fernandez added: “This is an important moment in our company’s history. We are proud to rebrand our cigar company as AGANORSA LEAF and now is the right time. Since day one the leaf that we grow in Nicaragua has made our cigars distinctive in flavor and aroma. AGANORSA tobacco has always been unique. You can recognize it when you taste a cigar made by us. With AGANORSA LEAF hopefully people enjoy the same experience I have; from the early days when I walked into tobacco fermentation barns and cigar factories as a kid with my father Eduardo, Arsenio and our team of experts. The aroma and experience lingers in your memory, and it will forever stay with you. Our mission is for others to recognize the distinct flavor of our great leaf and know that skilled labour with years of experience have worked these leaves in Nicaragua, to evolve into the premium habano that you hold in your hands.”

The company has also unveiled a new website at www.aganorsaleaf.com.