José L. Piedra is a particularly noteworthy Habano because it is made from leaf grown exclusively in the Vuelta Arriba tobacco-growing region.

The Piedra family came to Cuba in the 1880s from the Spanish province of Asturias. They settled near the town of Santa Clara, which lies at the heart of the Vuelta Arriba region where tobacco has been grown since the 16th Century, and started to make cigars.