JRE stands for Julio R. Eiroa, the founder of the company. He was a businessman born in 1938 in San Juan y Martinez in the Pinar del Rio province of Cuba. Like many Cubans he was forced to leave the island in the 1960's and he found himself in Danli and the Jamastran Valley in Honduras. JRE brought the Cuban tobacco knowledge and the corojo tobacco seed with him. Today, Justo, Julio's son helps run the company. They produce brands: Aladino, Rancho Luna and Tatascan.