UDavid Sley.(Ifoto ngu-BFA). Ukuphazamiseka . Ligama eligqithisiweyo elisekwe kumandlalo kunye nemiboniso yabatyali mali malunga nayo yonke inkampani yokuqalisa enesibindi sokuthatha abafana abakhulu. Kukho iDollar Shave Club, ephazamisa ishishini lokucheba ngokunikezela ngenkonzo yenyanga yokutshintsha into eyenziwe ngu-Unilever nge-1 yeebhiliyoni zeerandi ngoJulayi 2016. Kukwakho neChewey.com, isihogo sizimisele ukuthatha ukutya kwezilwanyana kunye neshishini lokudlala kwi-Intanethi, nelathengwa ngu isitena kunye nodaka isilwanyana esikhulu uPetsmart ngo-Epreli odlulileyo nge-3.35 yezigidigidi zeedola- eyona ntengiso ye-e-commerce inkulu kwimbali.
Kodwa kubonakala ngathi umntu omkhulu ohlasela umntu omkhulu uhlala engenamceli mngeni, kwaye igama lakhe liyiCuba eliKhulu. Njengo-Unilever okanye i-Petsmart, i-American behemoth u-Philip Morris ugcinile i-dollar engama-500 yeebhiliyoni kwilizwe lonke ukususela ngo-1847 ngaphandle kobunzima, abatsha abachasayo abanesibindi sokuba isabelo sabo semarike. Oko kukuthi, kude kube ngoku. 
Icuba leHestia.(Ifoto ngoncedo lweHestia Tobacco)
UDavid Sley oneminyaka engama-32 ubudala waseka iHestia Tobacco ngo-2013, emva kwesithuba seminyaka emibini eValdosta, eGeorgia apho wayejonga khona urhwebo lweembotyi zesoya kumqhubekekisi wokutya uArcher Daniels Midland. Apho, wazimanya neqela labalimi abathi, wafumanisa ukuba, abanamdla wokukhulisa isityalo esinenzuzo. Urhwebo lwabo lokuqala lwalulicuba. Icuba elikhulayo lifana nokukhulisa iidiliya zewayini, kukho uhlobo lobugcisa kuyo, uSley wacubungula ngexesha lentlanganiso yamva nje eNew York. Kwelinye icala, utyala nje kwaye uchumise iimbotyi zesoya, kwaye uyahlawula amatyala akho. 
Ukuvuna iCuba leHestia eSouth Hill, eVirginia.(Ifoto ngoncedo lweHestia Tobacco)
Ingaba yindlela yobugcisa, kodwa yile ifika ngexabiso eliphezulu-oko kukuthi, umlutha-kwaye nangona isoyikiso sokufa esiza kubantu abatshayayo amashumi eminyaka, inzuzo yecuba ayibonisi zimpawu zokwehla. Ngelixa izilumkiso zangaphakathi-kobuso bakho, imithetho engqongqo yentengiso, kunye nolwazi oluthe vetshe ngemingcipheko yezempilo ziye zanceda ukunciphisa inani labatshayayo kwihlabathi liphela, ukunyuka kwamaxabiso ngokuthe ngcembe kwiipakethi zeesigarethi kuye kwaqinisa kuphela ingeniso eyoyikisayo yeCuba Elikhulu. Ngokwe-Euromonitor International, intengiso yaseMelika yokuthengisa iisigarethi ngaphezulu kwesoda kunye nebhiya zidityanisiwe, kunye necuba elikhulu lokufumana inzuzo ye-93.4 yezigidigidi ngo-2016.
Kwilizwe lejusi eluhlaza kunye nokuqina komzimba, ukwazisa uhlobo olutsha lwecuba kunokubonakala ngathi ngumdlalo wendoda elahlekileyo, kodwa la manani acela ukwahluka, njengoDavid Sley. Kweli gqwetha elijike laba ngumrhwebi oguqukele kusomashishini, iHestia Tobacco ayifani ne-batch pale ale encinci okanye i-5 yeedola zekofu ezenziwa yi-barista yendawo yakho, zombini ezihlala zongeza ubucukubhede ngobugcisa obucwangcisiweyo okanye ngezinto zasekuhlaleni. KuSley, kuya okufanayo nakwiHestia. Into endiyenzayo kukuvelisa icuba elisulungekileyo kwintengiso, utshilo-inyani. Awungekhe uyithande, kodwa ndiza kuthatha nabani na enze loo nto ngayo. 
U-Elliott Taylor, uJayma Cardoso, uDavid Sley.(Ifoto ngu-BFA)
Ingxelo ehambise kakuhle iHestia. Ukupakishwa kweorenji kuyindawo eqhelekileyo ngexesha leenyanga zasehlotyeni kwiindawo zophahla kunye neendawo eziselunxwemeni ezinje ngeSurf Lodge eMontanauk, kwaye amantombazana nabafana abatshaywa ngogwayi bavame ukubekwa phakathi kweminyhadala yabucala njengemiboniso bhanyabhanya kunye nokuvulwa kweeklabhu zasebusuku, kodwa kusekude ukukhala ukusuka apho imveliso ikhuliswa kwaye iveliswe khona.
Kunyaka ophelileyo, uSley wafuduka eManhattan waya eDurham, eMantla Carolina, ilitye elaliphoswa ngabalimi bakhe, uninzi lwabo asebenzisana nalo mihla le njengoko wenzayo ngeentsuku zakhe zokurhweba ngeembotyi zesoya. Udinga inqanaba elithile lokuthembela kumafama akho, ke kuye kwafuneka ndiphinde ndinxibelelane nabo, utshilo. Ndidinga ukuqinisekisa ukuba uphawu lwam luhlala lubotshelelwe kubalimi bam kunye noMhlaba ngendlela ukhuphiswano lwam olungekhoyo. 
Ukuvuna iCuba leHestia eSouth Hill, eVirginia.(Ifoto ngoncedo lweHestia Tobacco)
Ukusuka kwimbewu ukuya ekutshayeni, ujonge uphawu njengeyona nto ibonakalisayo, ukuthengisa iHestia Tobacco njengecuba labo batshayayo ngamanye amaxesha. Ngokophando lwangaphakathi, abathengi bakaHestia bayatshaya, ngokomndilili, ipakethi enye rhoqo kwiintsuku eziyi-5.7, endaweni yokutshaya okwenyani otya ipakethi enye yonke imihla ngokweZiko loLawulo lwezifo. Abathengi bethu bakrelekrele ngokwaneleyo ukuba bazi ngcono, kodwa bakhethe ukonwabela icuba ngesiselo rhoqo, utshilo uSley. Ngokucacileyo andizithengisi iivithamini. Utywala ayinguye uvithamini nokuba, kodwa yinto abantu abakhetha ukuyonwabela.
Abanye banokulindela ukuba bazive benetyala xa benikela, nangona incinci ngendlela encinci, kwi-vice yehlabathi, kodwa akunjalo kuSley. Ndifumana i-imeyile enomsindo ebantwini ngalo lonke ixesha, kwaye wonke umntu unelungelo loluvo lwakhe, kodwa ndiya kuhlala ndingavumelani nawe kuba abantu abazokukhetha ukutshaya iHestia abangobantu abangatshayiyo, bayakhetha nje ukutshaya enye into engalunganga, ucacisile. Ke, ngaloo ndlela, ndiyazingca ngokunika enye indlela egqwesileyo kwiimveliso zecuba elikhulu ezigcwele kwimarike. 
Indlu eluhlaza yendlu yeCuba eHestia eChase City, eVirginia.(Ifoto ngoncedo lweHestia Tobacco)
