PMI Plans New Factory in Brazil if E-Cigarette Ban Lifted

Recently, Gregoire Verdeaux, the Senior Vice President of the Philip Morris International (PMI) Company, stated in an interview that if the Brazilian National Health Surveillance Agency (Anvisa) lifts the ban on electronic cigarettes and heated non-combustible products, PMI will plan to build a new factory in South Rio Grande (a southern Brazilian city).

Verdeaux stated that PMI is interested in investing in Brazil because it is the largest tobacco exporting country in the world. However, they will not be adding any new factories in the country until the ban on e-cigarettes is lifted.

Verdeaux stated that "for Brazil, having a heated tobacco factory that exports worldwide but is prohibited in the country makes no sense. We look forward to a certain level of debate and modern discussion on regulation, which is not all or nothing, but an opportunity to be found. Brazil has 20 million smokers who should have regulated access to alternatives." He emphasized that currently, e-cigarettes in the country are smuggled and there is no quality control on the substances in their composition.

Tommaso Di Giovanni, Vice President of International Communications at PMI, stated that their market share in Brazil is 20%. "From a profitability perspective, it's not the most profitable, but it has potential," he explained.

According to reports, PMI's existing factory is located in South Santa Cruz, with 1,800 employees responsible for preparing the company's entire product portfolio, including Marlboro, L&M, and Chesterfield. "As we expand these products (DEF), we must also expand manufacturing and production. We continue to analyze investment opportunities, including in Brazil," Verdeaux added.

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Philip Morris intends to invest in a factory in Rio Grande do Sul if Anvisa (the Brazilian health regulatory agency) approves electronic cigarettes.