Ernesto Cecilio Juarez is a character in L.A. Noire. He is a person of interest in the DLC case, "Reefer Madness".



Ernesto worked for Victor Sanders, by bringing in vast quantities of reefer from Tijuana, Mexico, and headed the distrubtion ring. Ernesto convinced Juan Garcia Cruz to store the reefer for him, who later convinced his cousin, Jorge, to give him access to the Parnell's Soup Co. Factory during the night maintenance shifts. Ernesto drove the truck transporting the reefer to the factory, Jorge packaged the reefer into the soup cans, while Sergio Rojas arranged the deliveries of the reefer-filled soup cans to prominent distrubtion points such as the 20th Century Market, and even across other states. Airto Sanchez, an employee at the 20th Century Market, was in the country illegally to find work in order to provide his family with food. Ernesto used this to his advantage by forcing him to be a middleman for the reefer distrubtion, using the market as a cover, threatening deportation or murder if he did not comply.

Events of L.A. Noire

A reefer addict named Freddie Calhoun gave a tip to the LAPD's Vice Department that led to the exposure of the reefer ring. While performing the usual shipment to the factory, the LAPD raided the factory and a violent gunfight ensued. Ernesto was killed alongside Jorge at the hands of Detectives Cole Phelps and Roy Earle.


  • Amusingly, Juarez's date of birth in-game is listed as 1915, making him 32 years old. Despite this, Sal Lopez who provided motion capture was 57 years old at the time of the game.

Case Appearances