22nd Century Group CEO Larry Firestone: Transforming Tobacco Industry with FDA-Approved VLN Brand
Vancouver, Canada
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February 05, 2024 07:29 AM Eastern Standard Time
22nd Century Group new CEO Larry Firestone joined Steve Darling from Proactive to discuss his role and the company's strategic direction.
22nd Century Group is an agricultural biotech firm specializing in tobacco harm reduction and developing low-nicotine content plants for cigarettes. Notably, the company received FDA authorization for modified risk tobacco products in December 2021, with its flagship brand, VLN (Very Low Nicotine), aimed at addressing smoking-related health issues.
Firestone emphasized the strategic shift the company is undergoing, which includes streamlining operations, divesting non-core assets such as the hemp cannabis business, and refocusing solely on the tobacco sector.
The company's primary goal for 2024 is achieving financial self-sustainability, with a focus on cost optimization, gross margin improvement, and streamlining the overhead structure. 22nd Century Group is also committed to expanding its presence in established markets, particularly in the United States, and delivering its core products.
Firestone's leadership will play a crucial role in guiding the company through these transformative changes and positioning it for growth and success in the coming years. This strategic shift and renewed focus on tobacco harm reduction reflect 22nd Century Group's commitment to addressing health-related issues associated with smoking and its determination to make a positive impact in the tobacco industry.
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