Franca shares her inner-view on gourmet products. Necessity vs. luxury, abundance vs. scarcity, cultural exchanges and experience economy, connecting the sensory world to cigar knowledge, conforming vs. differentiating our palate, elitism, leisure and human rights.

What happens if consumers are informed – not only about how fine cigars are produced, not only about their blends, not only about the systems and the values involved with the production of fine cigars – but especially about what enables them to use their own discretion, make educated purchases, and gain an increased level of power as a consumer?

What can this consumer power do?

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