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Our Values.

MISSION FIRST

Improve the lives of the world's one billion adult smokers by eliminating cigarettes.

THINK BIG

Innovate with courage and ambition.

DELIVER EXCELLENCE

Put quality first, deliver the best consumer experience and achieve distinctive results, every time.

DEBATE AND COMMIT

Question and disagree with candor, then be decisive and execute.

GO

Have a passion for action. Value each day as an opportunity to win.

OWN IT

Be accountable for outcomes, from beginning to end.

Do right

Know what’s wrong and do what's right. Act with conviction and integrity.