What has it been like to try and expand an industry that 5 years ago was nearly obsolete/looked down upon?

Cigarettes still kill nearly 500,000 people per year in the US, and that hasn’t really changed over the last few decades. To put that in perspective, 70,000 people per year in the US died during the peak of the opioid epidemic, and about 40,000 people died from gun violence last year. So while people may have become a bit desensitized to the scale of death and disease caused by smoking, the problem still remains.

While some people might choose to avoid an industry that is itself responsible for this problem, we felt that nicotine could also be part of the solution. The main reason people smoke is for the nicotine, but nicotine is not the cause of chronic disease and death caused by smoking. So our mission is simple: to create satisfying nicotine products without the harm caused by burning tobacco leaf.

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