A DV E R TO R I A L
Vaping products category reset Q&A with Michael Nederhoff. What does it mean when Juul Labs says ‘resetting the vaping products category’? We have a lot of work to do to preserve this historic opportunity to transition adult smokers away from combustible cigarettes, while combating underage use. As combustible cigarettes remain the leading cause of preventable death in Canada and around the world, this goal is critical, and vaping products can play a pivotal role in achieving that goal. But we know it will only happen if we earn and preserve public trust by combating underage use. That is our chief objective. What actions are you taking? We understand that trust in our company and category has eroded with our stakeholders and it is our responsibility to earn back that trust through our actions. To earn a license to operate in society, we need to put trust at the center of what we do and make choices that are informed by the views of our stakeholders, especially our regulators. Since January 2020 we stopped the import of flavoured products, other than Tobacco and Mint. As well, several months before the federal regulations prohibiting vaping products promotion in the C&G retail channel came into effect, we voluntarily halted all public-facing marketing activity in Canada. We also partner with Amazon, eBay, and Kijiji to remove listings in non-age-gated online marketplaces.
Michael Nederhoff President Juul Labs Canada Ltd.
What do you want c-store operators and staff to know about your efforts and actions? We have had a lot of growth and seen a lot of changes since entering the market in 2018. We appreciate the continued trust and support of our c-store partners. As we strive to reset the vaping products category, we know we can’t do this without their help. Educating and working hand in hand with retail partners on compliance and access control is critical in our combined efforts to combat underage access and use. As part of our commitment to responsible retailing, the company continues to invest in our mystery shopping program and retailer training, while also enforcing bulk purchase restrictions and strict online age verification controls. With so much change and headwinds facing the industry, what do you think is the long-term viability of the vaping category? Our hopes for the future of our company and category remain bright. We have an impactful product, terrific c-store partners, and a worthy purpose. We believe Juul Labs offers the best technology available to transition adult smokers away from combustible cigarettes to potentially less harmful alternative nicotine products. But the harm-reduction potential and long-term success of the vaping products category will only happen if we earn and preserve public trust by combating underage access and use. We are committed to listening to and collaborating with all stakeholders on ways we can further enhance prevention and enforcement.
CCentral.ca
SEPTEMBER/OCTOBER 2020
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