In the world of premium cigars, tradition often runs deep—passed down through generations of growers, blenders, and rollers who have refined their craft over decades. But occasionally, a new perspective emerges that challenges the conventional wisdom of how tobacco should be grown and experienced.

For Jacob Yfrach, that perspective came not from the cigar industry, but from a lifetime in agriculture. Long before Natura Cigars existed, Yfrach built his career developing large-scale greenhouse farming operations across multiple countries. His deep understanding of soil, climate, and crop development eventually led him to the fertile valley of Constanza in the Dominican Republic, a high-altitude region within the Cordillera Central mountain range.

What began as an agricultural discovery would ultimately evolve into an experiment in tobacco unlike anything the industry had seen before. At more than 4,500 feet above sea level, Natura’s Altura Farm grows tobacco in a cooler mountain climate that dramatically slows the maturation process, allowing the leaves to develop deeper sugars, aromas, and complexity.

Today, Natura Cigars stands as one of the rare true single-farm cigar brands, producing cigars made entirely from tobacco grown, cured, fermented, and aged at Altura Farm. In this conversation, Enthusiast Report CEO & Publisher Lincoln Salazar sits down with Yfrach to discuss the unexpected path that led to Natura, the challenges of cultivating tobacco in the mountains, and the philosophy behind creating what he calls a true “sous-vide puro.”

Lincoln Salazar: Jacob, before Natura Cigars ever existed, what was your personal background and journey into the world of business and agriculture? What experiences shaped the way you approach building a brand today?

Jacob Yfrach: I grew up in a small town where my parents were farmers, and agriculture was simply our way of life. We grew fresh vegetables, and that’s where my love for the land—and what it can produce—began.

When I went to university, I studied Soil and Water Physics, earning a Bachelor of Science and later a Master of Science in the same field. After completing my studies, I moved to Phoenix, Arizona, where I began working as a consultant on agricultural development projects in both the United States and Mexico.

After about two years, I started my own company. We were among the pioneers developing large-scale greenhouse vegetable projects focused on exporting to the United States. One of our main products was mini cucumbers, and at one point our production reached between 500,000 and 1,000,000 pounds exported daily.

As Mexico gradually became more dangerous for foreign entrepreneurs, I made the decision in 2002 to sell my company there. Afterward, I opened a new company in New York City focused on the production, distribution, and commercialization of fruits and vegetables.

In 2003, while searching for land with the right soil and climate conditions for greenhouse vegetable production, I arrived in the Dominican Republic. That’s when I discovered Constanza. Because of its high altitude and cool microclimate, vegetables can be grown year-round in the same greenhouse.

I fell in love with Constanza and the Dominican Republic. Over the years I’ve made significant investments there in farmland and greenhouses, where we plant and harvest vegetables every day of the year and export daily to the United States and other regions.

Looking back, those experiences—from working the land as a child to building agricultural businesses across multiple countries—shaped how I approach building any brand. For me, it always begins with the foundation: understanding the environment, committing to quality, and thinking long-term.

LS: Natura didn’t begin in the cigar world — it evolved from decades in the fresh produce industry. At what moment did the idea of entering premium tobacco first take hold?

JY: The idea first came during the pandemic. At that time everything was closed, and because we grow fresh products, we suddenly found ourselves throwing away tons of vegetables that we couldn’t export. It created significant economic losses for us.

That situation forced me to think about other crops that wouldn’t be perishable. During my research, I discovered that the Dominican Republic was exporting more than two billion dollars in tobacco and cigars. But I also noticed that most tobacco was being grown in lower regions like Santiago.

From my experience in vegetable production, I knew that crops grown in higher and cooler areas tend to grow more slowly but often develop richer flavor because they accumulate more natural sugars.

When I realized that almost no one was growing tobacco in colder, high-altitude areas, I became interested in trying something different.

The truth is, I had never smoked before—neither cigarettes nor cigars—and I had no experience growing tobacco. But sometimes looking at a crop with fresh eyes allows you to ask different questions. My thinking was simple: if altitude and climate can improve vegetables, maybe they could also produce a unique kind of tobacco.

LS: The story of Altura Farm in the mountains of Constanza is fascinating. How did you discover that region, and what convinced you those cold, misty mountains could produce extraordinary tobacco?

JY: Since I had no experience in tobacco, the first thing I did was bring in people who did. I worked with Daniel Núñez, former president of General Cigar, and Modesta Fondeur. When they first saw where I wanted to plant, they told me I was crazy. Constanza is cold, humid, and rainy—very different from traditional tobacco regions.

They helped me understand the fundamentals of tobacco: planting, harvesting, curing, and fermentation. From there, I began experimenting with different seed varieties. Today we have more than 100 experimental varieties planted on the farm.

Most traditional tobacco varieties cannot tolerate our climate. The high humidity and cooler temperatures create challenges that don’t exist in other regions.

However, the varieties that adapt—even though they produce smaller yields—develop something very special. The leaves produce aromas and flavors that many experts say they have never encountered in tobacco grown elsewhere.

The concept behind our approach was inspired by cooking—specifically the sous-vide method. In sous-vide cooking, food is prepared slowly at a low temperature over a longer period of time, resulting in deeper flavor.

In many ways, that is exactly what happens with our tobacco. The plants grow almost three times slower than in traditional regions. Curing takes two to three times longer, and fermentation can last between one year and a year and a half.

That slower process allows the leaves to develop deeper sugars and essential oils.

LS: Many cigar brands source tobacco from multiple farms and countries, but Natura built its identity around a single-farm origin. Why was controlling every stage—from seed to cigar—so important to you?

JY: Because what we are doing is very different from traditional tobacco growing. Our entire process happens in a colder environment and follows a much slower cycle. When you work that way, it becomes very important to control the entire process and the quality of the raw material.

From the seed to the final cigar, we ensure the tobacco grows, cures, and ferments under the conditions that allow this slower process to work.

That’s why we decided to produce everything on the same farm. At Altura Farm we grow our own wrapper, binder, and filler under the same climate and philosophy of slow development.

I often describe our cigar as a true single-farm “sous-vide puro.”

LS: Was there a defining moment when you realized Natura was truly something special?

JY: During our first harvest, we lost about 95% of the production. Only about 5% of the tobacco survived. I took what remained to Tamboril with the intention of selling it as filler tobacco.

When they told me the price they were willing to pay, I was very disappointed. After all the work, the offer was so low that I seriously considered leaving the tobacco business.

But before completing the sale, a few people began examining the leaves more closely. They started tasting them and asked me why I was selling it as filler tobacco.

They told me the tobacco was unusually good—something they had never tasted before.

Instead of selling it, we decided to roll cigars with it and see what would happen.

Those cigars became our First Harvest, and that was the moment I realized we might be creating something truly different.

LS: For someone enjoying a Natura cigar for the first time, what do you hope they immediately notice?

JY: The first thing I hope people notice is that the flavor is different. Because of the way the tobacco is grown and processed, the cigar develops a very distinct character.

Many people also notice the cleanliness it leaves on the palate. The smoke feels smooth and balanced, allowing the flavors to remain clear throughout the experience.

And finally, there is the complexity. As the cigar develops, multiple layers of flavor and aroma emerge.

That combination—distinct flavor, a clean palate, and evolving complexity—is what makes the experience different from many other premium cigars.