When was your organization founded/launched?
Tobacconist University (TU) was founded in 1996 as a proprietary educational program for a two-store chain of luxury, full-service retail tobacconists in ivy league and tourist towns. It also provided educational seminars for consumer events and certifications. In the 1990s, the release of Cigar Aficionado magazine facilitated a cigar boom which elevated consumer knowledge and sophistication, creating a need and opportunity for highly trained professionals. By the early 2000s it was clear that the emerging internet was also providing a huge amount of information, both good and bad, so TU evolved into a publicly available educational resource. By 2008 the professional Certified Retail Tobacconist (CRT) program was available online at www.tobacconistuniversity.org and TU became the official educational curriculum of the RTDA-IPCPR-PCA, providing free education and low-cost certification to brick and mortar retail tobacconists, as well as consumers.
Tell us about your educational program. What can people get from going through it?
The majority of our academic curriculum is available for free, online in the TU CAMPUS. It includes Tobacco, Accoutrements, Taste and Service Colleges, as well as a Tobacconist FAQs and the largest online and multi-media/hyper-linked glossary of tobacco/tobacconist related terms anywhere in the world. We start with the definition that a Tobacconist is an expert in tobacco and all the related accoutrements and provide all of the history, science, agricultural, manufacturing, business-specific and practical knowledge that is necessary to achieve that minimal goal.
An equally important fundamental premise in the TU Academic Curriculum is that “Taste” is subjective, so there is no objective right or wrong with regard to human preferences, likes or dislikes. This perspective allows us to remain brand neutral and focused on un-biased education. Above all, we focus on teaching strong fundamentals when science and facts apply and empowering individuals to develop their own perspective and opinions when artistry and taste is required.
What makes your organization’s approach to education different from its competitors?
The TU Academic Curriculum was thoroughly researched and documented for more than a decade (1996-2008) before being released as a freely available public resource. It is not hidden behind a paywall, but rather on display for all to learn, scrutinize and contribute to. We are committed to triple sourcing our facts rather than parroting marketing jargon, subjective or editorialized opinion and biased or inaccurate information. We start with the premise that ‘you don’t know what you don’t know’ and refuse to repeat information just because someone of repute ‘says so’. Our RESOURCES section is available for public scrutiny on our website and it includes more than one hundred books (both current and out-of-print), scientific studies and professional interviews on every topic we cover. In addition, all of our colleges, with a particular emphasis on Service College, have contributions from industry leading tobacconists as well as agricultural, pre-industrial and cigar making experts.
Our Academic Curriculum includes hundreds of videos, photographs and graphics that are proprietary to TU, gathered through countless self-funded educational expeditions to factories and farms in Cuba, Nicaragua, Honduras, Mexico, the USA and the Dominican Republic. All of this effort is made to avoid bias, misinformation and to not be beholden to corporate or marketer influences. Furthermore, it is necessary to create a substantive educational curriculum that dispels and corrects the erroneous information that is so commonly available and disseminated on the internet, in print and through marketing channels.
How did you go about designing your educational program to be easy to navigate and consume?
Structuring an educational curriculum for an industry and products that are so diverse and profound was one of the most challenging aspects of creating and organizing TU, especially since no other organization has ever existed to educate and certify tobacconists. In addition, our industry battles social stigmatization, extreme regulation and excessive taxation like no other. Consequently, our educational curriculum must also serve as an ambassador of credibility and substance to the greater culture: the curriculum must be rooted in integrity. The TU motto is Puro Integritas, a play on words and language that guides every facet of our vision and mission.
The layout and sequencing of the online curriculum must also be logical and linear. For example, Tobacco College starts with ancient history as well as cultural, business and political context. Then we define and study what is Nicotiana Tabacum. Only after this foundation can we start to learn about Geography, Climate, Cigar Regions, Seeds & Plants, Growing, Nurturing, Harvesting, Curing, Fermentation, Cigar Rolling, Packaging, Aging, Shipping, Cigar Shapes & Sizes and the Marketing of Cigars. Tobacco College rounds out the journey with Pipe Tobaccos and Cigarette education: providing a comprehensive perspective on the entire world of tobacco. All of our Colleges are structured in a linear way, so that you hit the ”Next” button to ‘turn the page’ and continue studying: it’s like reading a giant multi-media book, at your own pace and empowering you to come and go and revisit topics at your own discretion.
At the heart of the curriculum is substance, science and an extreme belief that words matter. Words must be properly defined and used. Therefore, our Glossary and curriculum webpages are hot-linked together: if you are studying inside a college and come across an important word, it will be linked to our Glossary or another curriculum webpage with expanded information. The TU Glossary also hot-links words back into the curriculum for an enhanced learning experience. This is an educational matrix designed for profound learning. We believe our industry is plagued with the misuse and misunderstanding of simple terms and words that are bastardized every day by most people. Words like “strength”, “taste”, “body”, “curing” and more, are misused by advertisers, so-called “experts” and online “educators” in print and on the internet every day. But, if you are a Certified Tobacconist or passionate consumer who uses our Glossary and website, you should know exactly what those words mean in the proper context.
You will find that our custom designed academic curriculum is very different from the Learning Management Systems (LMS) commonly found on the internet. These contemporary websites/programs are used to teach things like food sanitation, boat safety any consumer level course (e.g. Learn how to juggle, buy real estate, day trade, etc… ), and a plethora of for-profit educational enterprises for people and organizations who want to sell ‘courses’. You can learn almost anything through today’s LMS products, but we found them restrictive to our goals and needs. In many ways, LMS products are designed to guide you through a ‘module’ of content and quiz you at the end of that section: they are essentially teaching you how to pass the quiz. It is important to note here that we do offer our CIGARS 101 course through an LMS and it provides an excellent, efficient and cost-effective fundamental learning experience for consumers.
The TU Academic Curriculum is designed as a vast digital and multi-media library that is an easily accessible resource and library for lovers of luxury tobacco. And we expect you to know everything necessary to pass our online exams. Those who get certified by TU are expected to pass a 50 or 100 question multiple choice exam when they are ready to earn their consumer or professional certification. And we expect you to retain and own the knowledge you seek.
Our Vision is to build and project the credibility of the luxury tobacco industry in order to support cultural acceptance around the world – preserving luxury tobacco for generations to come. Our Mission is to research, learn and teach in order to educate, certify and promote the most knowledgeable and honorable tobacconists and consumers. In that process we provide resources for tobacconists to leverage for their customers and businesses - build credibility, culture and community for tobacconists and consumers - are the epicenter of cigar, pipe and tobacco education. In short, we educate with a broad, serious and strategic purpose.
Why should people take the time to complete your educational program?
TU has developed the following certifications to meet the needs of consumers and professional tobacconists over the last 29 years - each serves a distinct need and purpose. All current 3000+ TU Certified Tobacconists and apprentices are listed on the TU website under their company and/or individual name. Every TU Certified Tobacconist must accept their specific Code of Ethics & Standards and pass the final exam with a 90% or better. We encourage you to visit the GET CERTIFIED section of our website to see which certification will suit your goals and needs. All of our programs are self-study at your own pace, include online final exams, website listings and the ability to print your diploma when you graduate.
CCT – Certified Consumer Tobacconist: a non-professional certification designed for avid consumer enthusiasts who are not employed within the luxury tobacco industry. This is indubitably the most challenging and comprehensive curriculum for any consumer enthusiast. The curriculum in our CAMPUS is the same that CRT and CST study for their professional certifications. The final exam is 50 questions derived from the professional exams.
CCST – Certified Cigar Sommelier Tobacconist: our first and most important fundamental professional degree for those working with premium cigars. The CCST degree is designed to serve cigar retailers, fine dining establishments, lounges, bars, event promoters, influencers and anyone seeking strong fundamentals and professional credentials around the world. It is both time and cost efficient by concentrating the cigar curriculum into videos and succinct lessons that focus on Retail School, Cigar Fundamentals and Pairing School. Our CCST Schools can be structured for individuals, stand alone or multi-location retailers, salesforces and/or any other organizational types. The final exam is 50 questions which includes specialized questions on “tasting” and “pairing”.
CRT – Certified Retail Tobacconist: our most comprehensive and profound professional degree for full-service brick and mortar tobacconists. This degree tests on Tobacco, Accoutrements, Taste and Service College as well as our Tobacconist FAQ and the TU Glossary. The unparallelled education creates the world’s most prestigious and highly credentialled professional tobacconists. Apprentices must work for an existing retail tobacconist for at least six months before taking the final exam – ensuring enough experience to earn the CRT designation. When CRT leave a retail store/company their listing can be ‘moved’ to another retail store or they will be re-listed as a CCT if they do not return to the industry.
CST – Certified Salesforce Tobacconist: the counterpart to our CRT degree. The CST degree is for employees of cigar distributors/brands/companies or other non-retail organizations.
CCST Maestro – Certified Cigar Sommelier Tobacconist Maestro: any CRT or CST who also has a CCST degree is eligible to curate and run their own CCST School and certify others under their own brand - which makes them a CCST Maestro. A CCST Maestro can purchase ‘wholesale’ CCST certifications and use them as they please: they can be used for employees, sold for profit, to create brand ambassadors, given away as promotions and/or any combination thereof. CCST Maestros can also upload their own content into their schools and use the course materials if they want to teach and certify through live events.
CMT – Certified Master Tobacconist: the highest professional level one can achieve as a TU Certified Tobacconist. Only CRT and CST are eligible for this advanced degree. Candidates must apprentice and prove hundreds of apprenticeship hours with cigar/pipe makers and TU Certified Retailers as well as making a substantive educational contribution to the TU Academic Curriculum.