Vaporadvocateissue5 02 06 17

ON THE COVER

CHRIS JIMENEZ

Vice President of Sales, BankCard USA Secretary, California Smoke Free Organization

ISSUE No. 5

(RE)DISCOVERING PURPOSE AND QUALITY IN VAPING

By MIT Brickman

A

s vaping navigates its transition from a young, unregulated startup – with all of the missteps, immaturity, and experimentation that the phase entails – to an established, professional, and generally accepted industry, there are two issues that are particularly interesting to me. The first is the deviation from the initial mission of vaping as a significantly less harmful way to manage nicotine, which has caused so many in the industry to get lost in the weeds of seeing vaping as a lifestyle. The second (although number one on my current shit list) is the widespread lack of emphasis on quality manufacturing in devices and liquids. One has set vaping up for many of its ongoing public relations and regulatory challenges, and the other is an internal problem that completely disrespects the current and future vaping customer base as well as the retailers. Both are serious and both need to be addressed openly.

I discovered vaping as an alternative to smoking cigarettes in late 2008. At that time, there were no vape shops where I lived – or perhaps anywhere for that matter – and the only devices available were cig-alikes with either tobacco or menthol options.

Since those early devices had a somewhat anticlimactic vapor output along with obvious similarities to cigarettes (in both appearance and flavor), the only people using them were current or former smokers just trying to get nicotine without the flaming certainty of death by combustion. Then something amazing happened; those current and former smokers discovered that vaping actually worked as an alternative

to cigarettes – and they shared their stories freely among friends, family, and coworkers. The combination of hand-tomouth familiarity, throat hit, and nicotine rush were by far more satisfying than any gum, patch, pill, or vaporless nicotine inhaler.

As word of this new option spread – piquing the interest of every smoker tired of coughing up phlegm every morning or walking through life smelling like an ashtray – online and brick and mortar stores began to appear.

When the first electronic cigarette shop opened in my city, nestled between an all-night diner and a liquor store, I noticed the customers lining the sidewalk before I figured out what the business even was. They were people from all walks of life – arriving in everything from rusted out Ford Pintos to sparkling BMWs – all apparently looking to replace cigarettes. After working to fit my car into the overcrowded parking lot, I joined the line in anticipation of immediate gratification (as opposed to the delays of online buying). It turned out that my reward for finally getting to the front of the line was the rushed attention of a harried salesperson offering a meager selection of fruit flavored liquids and new, colorful devices. Every person in the line, myself included, forked over at least $100 that day. It was the beginning of the vapor retail salad days, where $100,000 in monthly brick and mortar sales were not unusual. It wasn’t long before those early vaping entrepreneurs were arriving to work every morning in expensive cars, and heading home to spacious new houses filled with still-unpacked moving boxes.

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Given the option of a local retail store, I stopped ordering online altogether and made standing in that line a bi-weekly ritual. Over the next twelve months of observing this retail environment while waiting for my turn at the register, I noticed some subtle changes. First, the number of salespeople grew – and they were all very young, uneducated about vaping, and clearly there for the money; often disclosing that they were trying to win a shop sales contest as they pushed extra liquid or new devices. Then, the owners (those older adults who had stopped smoking through vaping and had seen the potential opportunity in it) became less and less visible, ultimately disappearing altogether. You must remember, these folks weren’t generally retail or business professionals prior to entering the industry, they were mechanics, delivery drivers, and hair stylists who saw the chance to profit from sharing vaping with other smokers (which they had already been doing voluntarily anyway during their day jobs). Once the money began accumulating though, spending all day in their shops understandably became less of a priority. They relegated the tasks of running the vape shops to their employees – those young, excited kids – occasionally promoting the dependable ones to store management positions.

This is where I saw vaping start its transition away from an effective alternative to smoking cigarettes, and toward being a social fad. It went from a life-saving technology to a lifestyle technology. The shops began filling with the loitering friends of the kids who worked there, and there was obviously little to no owner supervision. It was not uncommon for the older adult customers in line to trade comments or rolled eyes at the antics, appearance, or off-color banter of the staff. Apparently, as long as the bank deposits kept rolling in, the owners were satisfied – I assume this because the deterioration trend continued unabated. Soon, couches began appearing on the sales floors, surrounded by bins of free candy, and video game systems attached to large flat screen monitors. The vaping retail environments had transitioned from stores to “lounges,” filled with young people squinting at video games through a heavy vape haze, and complaining if the line of customers obscured the screen. Another customer – a man in a dark, professional suit – turned to me once and said, “I feel like I’m crashing someone’s house party when I come here.” Indeed.

It was these listless, youthful groups that began to tweak devices (or construct new ones), and adjust liquid ingredients to maximize vapor output. Huge clouds became a point of pride, and shouts of “Hey, check this one out” followed by accolades or laughing insults mingled with the sounds of video game gunfire… and the constant ringing of the cash register. Some of these “tweakers” – the motivated ones anyway – began selling their devices and liquid through word of mouth or social media, which are also the vehicles that spread the fascination with ever-larger clouds and unique flavors. The more popular ones decided to start their own companies to see how far and wide they could spread their names.

This ultimately led to the second vaping boom – centered on hardware innovation and the liquid culture. Although this did result in some positives for the harm-reduction (former smoker) vapers, such as more satisfying flavor options and vapor exhale, longer battery life, and higher capacities so constantly adding liquid was no longer necessary; those were all unintentional 4 | Vaping Advocate

secondary benefits of the non-cigarette-cessation-related quest for clouds. Based on the success and visibility of this vaping fad – still funded largely by the boring, adult, nicotine-management customer base and their consistent purchases – other established manufacturers and business began entering the market. This is where the Chinese manufacturers and their North American distribution partners began to thrive; the former could create new and interesting devices quickly and cheaply, and the latter knew how to create buzz within the vape communities.

The devices, liquids, marketing, and focus in the industry became more about newer-bigger-better-badder and less about combustible cigarette harm reduction. For a purely harm-reduction vaper like myself, cloud competitions, conventions, and vape tricks held no appeal whatsoever; yet all of the retail shops and vaping resources that I encountered – either run by excitable youth, or by short-term opportunists – catered almost exclusively to that fringe. It’s no wonder that as the vaping industry grew, what should have been a minor and relatively insignificant underground culture became the primary focus; the face of the industry. It was simply

easier to pursue the fast money generated by catering to the trendhungry youth than it was to continue educating smokers and the general public about the life-saving benefits of vaping. The public health angle just wasn’t quite as exciting – even if the ultimate outcome (in both human lives and revenue opportunities) would make the cloud-chasing fad just a blip by comparison. It was yet another example of choosing the path of least resistance at the expense of future growth and stability.

It reminds me of that old joke about the young bull and the old bull standing on a hilltop overlooking a valley full of cows.

The young bull begins stamping his hooves and shouting, “Let’s run down there and fuck us a cow!” To which the old bull replies, “How about we walk down there and fuck them all.”

Short term gain versus long term success.

And what of my issue with the quality of manufacturing in this industry? You’d be surprised at how many liquids are still being mixed in unsanitary conditions and with questionable ingredients – even among well-known brands. Over the past eighteen months, I have made it my hobby to talk with every liquid manufacturer that I get access to and it amazes me how many think that wiping down their warehouse walls with bleach when they first set up shop, or hanging plastic tarping everywhere somehow equates to International Standards Organization (ISO) clean room conditions. Customers are inhaling these liquids directly into their lungs, just putting up plastic sheet dividers or making your hipster workers wear beard nets doesn’t actually ensure a clean, pure final product.

My advice to those in the industry is this; return your focus to what vaping is really about – which is changing the health future of the world with a technology that gives people a highly effective way to manage nicotine in a manner that is unbelievably less harmful than cigarettes. And demand quality.

Stop promoting, selling, buying, or manufacturing hardware without warranties, or liquid without the highest production standards. If the product is shit, it will be counterproductive to providing a safe and satisfying vaping experience to the tens-of-millions of smokers who will be transitioning away from cigarettes in the near future.

The life, health, and financial future of the world population actually depends on the vaping industry getting this right – and enough people in the industry are beginning to understand that now. So if you don’t have the correct focus, or the ability to provide quality products and services to vapers, then you should probably just pocket your cash and pull the plug now. I guarantee that it’s not going to be pretty when the market does it for you.

Then, there is the proliferation of devices, tanks, and atomizers with DOA (Dead on Arrival or Defective on Arrival) warranties. What the fuck is that about? These manufacturers have such little faith in the quality of their own products that they will not guarantee them to even work once a customer buys them. Would you ever buy a brand new car from a dealership who tells you that you are shit out of luck if you pull out of the lot and the engine seizes? Yet only a painfully small percentage of vaping hardware on the market comes with any type of warranty – and somehow that’s acceptable in this industry? It’s unfair to the end customer who spends money for a quality vaping experience, and it’s unfair to the retailers who are left holding the bag like that. After all, a customer whose new device fails after two hours will blame the retailer when they are not allowed to return or exchange it, but if the shop does try to serve the customer by refunding the purchase, then it is they who will be out the money. All because the manufacturers refuse to guarantee that what they are building and selling is not shit. Hell, even if a hardware brand name does become tainted in the current market, the manufacturer simply changes the name and starts the marketing campaigns anew.

I have written before that the small group of current vapers (however big you imagine that number to be) is nothing compared to the masses who will be vaping five or ten years from now – once the technology has been accepted as the no-brainer alternative to cigarettes. And those new vapers will be normal, hard-working folks just moving through life with vapor devices in their pockets and purses instead of cigarette packs. Vaping will not be a lifestyle for them; they will not attend cloud competitions or vape conventions, and they are not going to spend their money on questionable liquids or hardware that doesn’t come with a guarantee of quality.

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Hands For A Billion Lives

October 2016 saw #HandsForABillionLives become a phenomenon across the world as Vapers everywhere took the hand of a someone whose life had been changed by e-cigarettes to protest the one billion lives that will be lost this century to tobacco use. From Matt Bradly on his boat in the Pacific, to the attendees at the SFATA National Convention, to the entire crowd at the World Series Of Vapor in Miami - #HandsForABillionLives was a powerful statement that when our industry stands together we are powerful. Thank you to Reba Holland, Schell Hammel, and the dozens of other people who helped organize this event.

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PUTTING OUT FIRE WITH GASOLINE

By Patrick Riffe (Nacht Noir)

Frustration. That’s what most of us feel.

If you just flip the context slightly and make a few substitutions. Change a word here and there our story and our struggle becomes something everyone can get behind.

Change smoking to burning. 40 million American smokers becomes 40 million Americans burning to death.

Switch vaping to fire extinguishers You now have, a government creating a de-facto ban on fire extinguishers.

Put it all together and you have 40 million Americans burning to death because government regulation caused a ban of fire extinguishers.

It really is the same. One version just happens much faster than the other.

The part that really burns is that most Americans don’t care about vaping. 40 million people die in a fire, they care. 40 million smokers trapped by smoking which will cause most, if not all to die prematurely, no one cares.

We have a fire extinguisher. FDA, the public health groups and the tax leeches in the government just won’t let us use it.

Would any of these guys think an exorbitant tax on fire extinguishers was a good idea? I don’t think so.

Would a ban on using a fire extinguisher ever be considered? No. What would the non-fire fighting public do to politicians who tried to pass such ridiculous legislation? Vote them out of office and support the pro-fire extinguisher candidate.

Why isn’t every American in an uproar over horrible government overreaching regulations?

Oh, there’s the rub. The majority of registered voters don’t actually vote. Doing nothing is the same as doing the wrong thing. Not voting is a vote for the wrong candidate. Fire extinguisher issues or not, we can’t put out fires if they won’t let us pull the pin. We must elect pro-fire extinguisher candidates.

We need to promote proper fire extinguisher use and education and we need to support the pro-fire extinguisher lobby.

It’s because we haven’t framed our argument correctly. We’ve forgotten about those 40 million people burning to death. We need to remember them.

Instead, we see people doing the opposite of what is needed.

Instead of making fire extinguishers look good, they start fires and cause non-firefighters to have a bad opinion of them.

No one, no matter how insensitive they are, would stand by and watch people burn to death when they could do something to stop it.

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You see, fires scare people. They get very emotional when they think something can hurt them. They don’t want their kids thinking fires are cool. They don’t want a fire bug in their house.

The government and fire safety orgs say they are there to protect you, but it’s best to leave fire fighting to professionals and only use approved methods to douse flames. Don’t try to be the hero, don’t try to save a life.

Instead of water or fire retardant, the hoses they want you to use are full of gasoline. They would rather you use something shown time and time again not to work, or in some cases their help does more harm than good. It doesn’t matter. The manufacturers of those ineffective fire protection systems and burn treatment products have made huge donations to lawmakers and the regulatory agencies to stop more effective products from being on the market.

We have to beg for support to raise funds for efforts to stop them from banning our superior extinguisher. Those 40 million Americans currently burning to death could be saved, but state groups fighting to protect a product capable of putting the fires out are left to beg to save them.

Since these fires are mostly burning slowly and lots of “fire extinguisher” companies are only concerned with hobbyist fires, the lives on the line are being forgotten.

We can not forget why we continue to try to put out these fires. Most of us can still remember what those flames felt like.

We may not be burning any longer, but the fire is still all around us and we all need to be firefighters.

Firefighters do something that most of us would never think of. They bravely run directly into a burning building to save lives. That is what happens every time you sell or give a “fire extinguisher” to someone who is “burning”.

Others may not see these flames, but you are surrounded by them. You should feel the heat and the smoke in your eyes 14 | Vaping Advocate

every time one of the 40 million people slowly burning to death walks into your “fire extinguisher” shop.

This is your chance to run into the burning building and save a life. Are you brave enough? Will you put out the fire or watch 40 million people die when you could have used a “fire extinguisher”.

Some of you are scratching your head. You might not get it.

Why is there an article about fire extinguishers in “The Vaping Advocate”?

It’s simple. You can’t see the flames. You’re holding your fire extinguisher in your hand and not even seeing it for what it truly is.

Open your eyes and remember what smoking was like and appreciate that device for what it really is. It can chuck clouds. It can help you chase flavors. But, the greatest thing it can do is put out the fire that is burning 40 million people to death right now.

Now is the time for you to become a fireman and help save those lives.

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From Left To Right Nikolai Dulnig, Guenter Hoefert and David Goerlitz

HOW VON ERL REMEMBERED THE SMOKER - AND CHANGED THE GAME FOR VAPERS

By Gabriel Benson

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here is something poetic about Von Erl choosing former Winston Man and outspoken vaping rights champion David Goerlitz as the face of their latest marketing campaign. The ad which features David’s handsomely rugged face staring back at you with tired eyes while holding a MY from Von Erl is simple and yet powerful, much like the game changing device itself. The ad reminds the reader that you don’t need gimmicks and big clouds to win the vape game.

You just need a device that works.

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THE TIME IS NOW! “I am moving to America,” Nikolai Dulnig, Von Erl’s Director Of Sales said to me recently. “While Von Erl will always have Austrian roots, we are creating a new company called Von Erl America LLC and moving all our United States operations to this country. That mean our customer service and sales representatives will be here locally ready to help our customers.”

This news surprised me, but it really shouldn’t have. In the two plus years I have known Nikolai and Von Erl CEO Guenter Hoefert, they have made one strategic movie after another to position their company as the one to beat for the changing face of vaping.

During the spring of 2015, the team at Von Erl realized that they needed to rethink where the market was going. They believed that the massive shift in the United States to ever more complicated devices was shifting the focus away from the original mission of vaping.

Sensing a market correction, the team took a step back and poured their energy into developing the MY and it was a game

changer. The rechargeable device was the size of a disposable, but had a powerful battery and a draw that was unmatched by any disposable. However, the genius was in the pods. The small flavor pods were able to be swapped out for a variety of flavors at a moments notice. For flavor enthusiasts a new pod was the same as a fresh coil allowing for increased satisfaction.

“We know that the try rate of disposables is high, but the success rate for people transitioning away from tobacco is low. Those brands are mainly kept alive by marketing,” Guenter recalled. “The trick was anticipating the market and then realizing that creating a device for the tobacco user was the next market evolution.”

After a successful launch in March 2016 at TPE, it wasn’t until that fateful day in May that the hidden benefit of the pods really became their biggest asset. The pods were a closed system.

With everyone scrambling to figure out how to continue doing business after August 8th, Von Erl made series of strategic partnerships to help strengthen their brand. They partnered with Molecule Labs and their cadre of top brands including Cuttwood, Halcyon, and Phil Busardo’s B to be the vanguard juices in their pods.

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“While it was a great marketing tool partnering with all these great brands, it was a also a practical matter of forming a strong partnership for our product,” recalled Nick. “With the FDA Regulations looming, it was important for us to find a partner that we could rely on as we navigate the regulatory landscape.”

One of the unique things about the MY device is how despite making a mass market product, they have not forgotten their vaping roots.

“We felt it was important to create a market in the vape space, as it is the vapers who know the market better than anyone. They will tell you what devices and flavors work best, and what nicotine levels are needed. And besides there is no better brand ambassador for us than seeing a vaper using our product” said Nikolai. “Once we have the market research necessary, we can then refine our lineup for tobacco outlets and convenience stores.”

THE FUTURE IS NOW! “While we have many new products in the pipeline, it is important to us that we follow the PMTA process. We are not looking to make a splash and then disappear, that is why we are investing so much in this move to America,” continued Nikolai.

“We are hiring sales staff and customer service reps. We have invested heavily into an intuitive online portal known as My Von Erl to make ordering even easier for our wholesale customers. We are even sponsoring race cars.

As Nikolai, Guenter and I walk back through the convention crowds to their booth strategically located right by the front 22 | Vaping Advocate

We are doing everything we can to shout

“We Are Here!” door, I ask one final question. A question that is too familiar to those of us in the vape game.

“Are you ready for what comes next? Can you deliver what you promise?”

Both men smile, before Nikolai answers: “We have taken a long time to make sure that we ready to launch. There is nothing worse than creating demand, and not being able to deliver. We are ready NOW!

To Learn More About Von Erl please visit http://shop.vonerl.com/en/.

To Reach Nikolai directly please contact him at nikolai.dulnig@vonerl.com

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CHRIS JIMENEZ REDEFINING ADVOCACY IN CALIFORNIA WITH THE CALIFORNIA SMOKE FREE ORGANIZATION

L

ike so many in our industry, it was his first-hand knowledge of how e-cigs could change lives that led him to become a part of the industry. Chris, an entrepreneur in other business areas, poured himself into this young emerging industry by opening EcigAvenue. com, an early online retail consumer site.

But like many of the early pioneers, he found that it was difficult to run his business as professionally and efficiently as possible due to a misunderstanding of the industry.

“I knew the President of BankCard USA, Shawn Skelton, for over 20 years. He was a client of mine in another business I had owned. So, naturally I opened my merchant account with BankCard USA.” said Chris Jimenez. ”I busied myself with launching the website, buying product, driving traffic, and developing an SEO strategy. It took me months before I sat down and reviewed my processing statement (Can you relate?). When I did the review I was shocked to see I was paying close to 6%!” stated Jimenez. When he called up his old friend, he said “that is a fair rate because you are a friend. This vape industry is simply an industry that we do not understand, it’s considered very high-risk, its totally unregulated, and we are concerned about sales to minors.” Chris went on to say, “While selling credit card processing was the furthest thing from my mind, I realized that the only way to help bring down my rate was to become a champion for the industry in regards to how their processing was getting done.”

After some soul searching Chris agreed to accept Bank Card USA’s challenge to help open this new market. He helped innovate the “Vape Bank,” a product that brought bank direct credit card rates to the vape game.

“In a practical sense, what that means is that our customers saved more money per transaction. Money that could be used to reinvest into their business and help grow the industry,” explains Chris.

“Before I started at BankCard many were paying a 6% effective rate and through our efforts we brought that way down. From the bank’s point of view it was far easier and less risky to invest in the old standby industries such as restaurants and dry cleaners. I had to convince the banks that our industry was secure and that the risk was actually minimal.”

And with that, Chris Jimenez left behind his life as a budding eCommerce mogul and suddenly found himself traveling the country to vape conventions pushing his new relationship with BankCard.

Chris Jimenez and wife Margaux. Easily Chris’ better half, and it is easy to ask where he would be without her.

“We’ve been more successful than I had ever hoped, and I have some great clients that I am happy to call friends. I am personally and professionally invested and I don’t want this industry to go away.”

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While Chris had always been on the periphery of the advocacy game, it was the recent events in his home state of California that led him to become more involved.

“The initial defeat of the so-called Leno bill should have been a turning point for our industry in California. It was the time to coalesce and build bridges with legislators to ensure our future.

Instead, some took a victory lap and forgot that they were dealing with professional politicians. The politicians came back with a vengeance and got their revenge as the industry was unprepared,” continued Chris. “The bottom line was that in California the vapor industry had five bills rammed down its throat.

We had to take action. The result of that action is the California Smoke Free Organization.”

28 | Vaping Advocate

The Board immediately became a who’s who of California vaping including Dan Prasad of Vapor Beast, Sally Crystal of The 1040 Gals, Michael Peaden and Patrick Taylor of Charlie’s Chalk Dust, Ron Tully of Next Generation Labs, Rob Crossley of Cosmic Fog, Lonnie Boseman of Saveurvape Inc, Billy Wilson of Ecig Distributors, Aaron Pederson of Space Jam Juice, Nick Golust of Marina Vape Manufacturing, Eddie & Ting of Asmodus, Mike & Lan of Vapor DNA among others.

“It is very important to us that we filled our board with business leaders who have skin in the game in California,” Chris continued, “We need to attack advocacy the same way we handle our businesses - with professionalism. There is no time to gossip. No time for infighting. We are playing the long game

in California so that we can change the negative perception of our industry in Sacramento and demonstrate that we are a responsible industry of business professionals who favor regulations that will protect the public and create jobs.”

The CSFO mission is simple as stated on their website To keep the vapor markets competitive for both small and big players, to ensure the long-term viability of the industry, to defeat bills that stifle innovation critical to public health, and to transform the public debate on electronic cigarettes aka vapor products. Additionally, to influence the language of new bills while in formation forging new relationships with elected officials in California.

However, while the mission is clear and the goals are well defined, it is hard to argue that these goals are not all that dissimilar to that of other state organizations that already exist.

“We don’t want to put down the hard work that other groups are doing. However, we do feel that some groups are trying to do too much. It is difficult to successfully run a state wide advocacy group while at the same time fighting on a national level. When the focus is split, I believe the effectiveness can be diminished. Neither issue gets the full attention and resources it requires. We just want our best chance to succeed and make a difference,”continued Chris. “With the CSFO, we reached out to the Vapor Technology Association, especially Tony Abboud and Ron Tully, in how to organize ourselves in such a way that we could have laser sharp focus on the issues that were affecting us here in California.Quite frankly, we wouldn’t have the CSFO without the support and leadership of the VTA. The VTA’s track record in dealing with both state and federal legislation gave us a proven model for success

to emulate. Their experience and guidance has been paramount and we couldn’t have done any of this without them. Tony and Ron have become close friends and confidants, and have mentored me through many a tough situations.”

“With any advocacy organization there are two essential elements to success. The first is the fundraising necessary to hire not only a lobbying firm but also a public relations firm. The second is to build a strong enough coalition of lawmakers and voters (and that requires a strong get out the vote campaign) so that we can stop debilitating bills before they come up for a vote.”

“By being jammed in with smoking, it is easier for the opposition to win the tax battles. All the casual voter sees is a tax on smoking products that will allegedly help fund schools, and since the majority of voters don’t smoke, they have no idea at how their vote to raise taxes on smokers will hurt small business,” Chris said of the plans for CSFO to keep their voter registration efforts ongoing year round. “We need to be smarter as an industry to survive.”

Chris and the CSFO acknowledge that the road is difficult, especially with the recent changes that impacted the industry as a whole in California. However, they believe that a professional trade organization with plans for a long term and sustainable infrastructure will help create a strategy for future success and eventual repeal of rules and regulations that are detrimental to our industry.

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Community Necessity – Consumers for Advocacy

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ince the announcement of the deeming regulations have now come and gone, we have seen a fall in the community.

Industry leaders have pushed themselves beyond their limits and continue to do so; all the while, companies and even advocacy organizations have come to a close. Lawsuits have everyone on the edge of their seats praying that it pries the bars of our cage open just enough to give us more hope. Just a taste of what our freedom felt like. Many that advocate have felt like throwing in the towel, or even give up completely. Yet, we still see so many shops and so many consumers just completely unaware. How can we get the pep in our step back? How do we bring back that passion and dedication it takes to help? How do we raise that bar now, more than ever?

If we think about it, the majority that are aware of advocacy efforts are mainly ‘in the industry’ or are active via social media.

Those are the ones that follow the community leaders guidance on what should be done next. Some even take charge and go above and beyond to try and make a larger impact. If we were to guess, those people would be considered the 10%. The 10% that are trying, every day, to keep this industry successful.

So, what is the deal with the other 90%?

That 90% is made up of shops, e-liquid manufacturers, equipment manufacturers and more importantly, the average consumer, that have no clue or drive to want to do more. We all know that without consumers an industry will fall. This news isn’t new to the vaping world, nor a big surprise. Now, how

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can we focus our efforts where they are needed most? The answer is obvious, we need more consumer involvement. But, is it attainable?

Being a consumer, we need to be just as involved to the best of our ability, to let our voices be heard. Saying we support the industry and actually showing support are two totally different things. Understandably, most are overwhelmed on where to start. Local shops that support advocacy say “donate here”, “signup here”. Social media tells them “go here”, “do this”, “read this”. Then, you get the bickering of “don’t donate there”, “that’s not what you should be supporting”. It is all a jumbled mess of being told one thing, but doing (or not doing) another and never really getting any type of clue on what works best for them.

Really, that’s not okay.

Realistically, in a perfect world, one would research what works best for them and support it. But, since there are so many different avenues, health studies, reports, organizations and movements, it is difficult to know where to start, let alone find the information needed to make that decision.

The need for an informational hub has been discussed and thought about for a while now, yet actions have not been taken to make it so. Not due to negligence or lack of motivation, but the time it takes to bring everything into one place for an unbiased outlook on the options one can take. At this point in time, we need all hands on deck, especially the consumers.

But, being ‘in the know’ is half the battle.

Four individuals have met this need head on. Months of research and development have led to an all-inclusive tool in the hopes of meeting a need that has been longed for. A place where one can go and knowledge themselves enough to properly do what is needed.

Consumers for Advocacy (consumersforadvocacy.com) is that informational hub the community needs. A single source where the most prevalent information has been gathered and organized in such a fashion where the end user can easily navigate, research and come to their own conclusion on what they feel they are capable of doing, or what organization they would like to support. Consumers for Advocacy is not an organization, but an organized place to better qualify what is needed from all individuals in the community. Although the main focus is for consumers, any person can use this to better educate themselves or others.

The idea started around August 8th when various advocacy organizations and shops were closing their doors. The founders and creators of this tool, Cooper Key, Kelsey Orlando, Jessica Harper and Albert Harper have advocated together on many occasions and are also good friends, all passionate about this life saving technology. Since each have, in their own right, produced a strong presence in the advocacy world, the understanding for information to be in a centralized location was something they feel will make a positive impact. Their thought was, if more consumers were involved and educated, we would have a larger and louder presence where it is needed most.

Cooper, the developer of the website, took on most of the long nights making the site easily navigable and organized, while Albert, Jessica and Kelsey collected the necessary data. While there is plenty more that can be added to perfect the site, the

fact that this necessity has been produced in such an insightful manner has already proven its worth. One of the best attributes of the website is that the person is able to navigate through all of the major advocacy organizations or legal measures being taken, see what they stand for and choose which one best suits how they want to support the industry. Also, there is a section strictly dedicated to different types of movements that any person can do. Not everyone can physically get up and go to rally’s, or stay at their local B&M all day, so, options were made with clearly stated directions on what they can do sitting in the comfort of their home. It isn’t about doing everything, it is about doing something and that is what this site has brought to the forefront.

Not only does the website generate a push to get involved, it stays unbiased and supportive of all advocacy efforts. It is not tailored to fit one specific organization, but to support all organizations in the fight. Each organization does their own part to keep this industry alive and keep saving lives day by day.

Although each may differ in opinions, the mission of Consumers for Advocacy is to actually unite us, as a whole, for the bigger picture.

Consumers for Advocacy wants to bring everyone together, to stay informed and help produce the needed results we yearn for.

In all, this tool can connect that broken bridge of communication from the 10%, to the 90%, when properly used.

It has now given the consumer the ability to select how they want to help, or how to donate to the organization they feel best suits their beliefs. It gives us back the freedom of choice, a better understanding of what is needed and plenty of areas to reach out and discuss issues and action plans. Consumers for Advocacy is a game changer, giving us more ability to stand up for our rights. Bringing us all that bit of hope we need to make educated decisions and actions that will positively impact the community as a whole.

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VAPING ADVOCACY DIRECTORY CONSUMER ORGANIZATIONS CASAA’S mission is to ensure the availability of effective, affordable and reduced harm alternatives to smoking by increasing public awareness and education; to encourage the testing and development of products to achieve acceptable safety standards and reasonable regulation; and to promote the benefits of reduced harm alternatives. www.CASAA.org

TRADE ASSOCIATIONS The Smoke Free Alternatives Trade Association represents a wide cross section of the “Smoke- Free” or vapor products, industry including distributors, manufacturers, retailers and consumers of Personal Electronic Vaporizing Units such as electronic cigarettes and the liquid solutions they contain. The vapor products industry is the embodiment of the American Dream; built by entrepreneurs and visionaries, this industry has grown organically and become a vibrant mutlibillion dollar industry that is constantly innovating the creating. www.SFATA.org

The American Vaping Association is a nonprofit organization that advocates for small- and medium-sized businesses in the rapidly growing vaping and electronic cigarette industry. We are dedicated to educating the public and government officials about financial and public health benefits offered by vapor products, which are battery-powered devices that heat a liquid nicotine or nicotine-free solution and create an inhalable vapor. www.Vaping.info

Vaping Industry Strategic Truth Alliance (VISTA Truth, Inc.) is a nationwide non-profit corporation formed in April 2014 that supports and advocates, on a state by state level, for the rights of retailers and wholesalers (both online and traditional) in the United States who offer less harmful alternative nicotine delivery devices to adult consumers instead of proven lethal tobacco products. Our goal is to have a professional lobbying firm in every state capitol; we will accomplish this by an alliance of vendor members, organizations, and individuals. www.VistaTruth.org

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The Right to be Smoke-Free Coalition is a non-profit, industry-led trade association of e-vapor businesses dedicated to promoting the interests of the industry by advocating for reasonable and responsible laws and regulations, and fighting for the right of vapers to be smoke-free.

AEMSA, the first and only Manufacturers’ trade association completely dedicated to creating responsible and sustainable standards for the safe manufacturing of “e-liquids” used in e-vapor products (aka electronic cigarettes). AEMSA is an all-volunteer organization, formed by American manufacturers of e-liquids, to promote safety and responsibility through self-regulation. www.AEMSA.org The Vapor Technology Association (VTA) promotes entrepreneurship, responsible public policies, and a high standard of safety for the vapor industry through the representation of manufacturers, wholesalers, and small business owners of innovative vapor products. www.vaportechnology.org On January 20th 2016 over 100 ecig manufacturers came together at a conference in Shenzhen China to commit their resources and financial support in the fight against unfair and burdensome FDA regulations. SEVIA USA was created and looking forward to assisting various advocacy and litigation groups in the US. www.SeviaUSA.org The Tennessee Smoke Free Association is an advocacy group and trade organization with a focus on Tobacco Harm Reduction (THR) through the use of personal vaporizers (electronic cigarettes) and other smokeless tobacco products shown to reduce the morbidity and mortality associated with smoking. www.TNSmokeFree.org

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STATE LEVEL ADVOCACY GROUPS Bistate Regional Advocates for Vaping Education or BRAVE, is a grassroots, not for profit organization, whose mission is to promote vapor and nicotine alternatives through advocacy and education. BRAVE partners with state legislators in Illinois and Missouri, and local councils in the greater St. Louis area, on both sides of the river. www.MyBraveAction.org The Mississippi Vaping Advocacy Association believes vaping is a financial and public health boon for our state. The vaping industry is responsible for creating over 200 new small businesses (since 2012) that employ over 2000 people in Mississippi, all while facilitating a reduced-harm alternative for millions of adult tobacco users across the state. www.MSVAA.org The Georgia Smoke Free Associationis consumer advocacy group and trade organization with a focus on Tobacco Harm Reduction (THR) through the use of personal vaporizers (electronic cigarettes) and other smokeless tobacco products shown to reduce the morbidity and mortality associated with smoking. www.GASmokeFree.org The Florida Smoke-Free Association is a non-profit advocacy group comprised vaping businesses and consumers. The goal of FSFA is to support and protect the Florida vaping industry. FSFA works with Legislators and Florida Health Officials to reduce the devastating effects of combustible tobacco products. www.FLSmokeFree.org The Utah Smoke Free Association fights for the rights of Utah residents wishing to reduce the harms to themselves and their loved ones from smoked tobacco usage through the use of electronic vapor products. www.UTSmokeFree.org

Oklahoma Vapers Advocacy League was founded in March of 2012

INTERNATIONAL VAPOR ASSOCIATIONS

by your local Vape Stores to preserve your rights to access reduced harm alternatives to tobacco products. Ways we achieve that is by assisting and implementing proper legislation that affords consumers the right of choice at a local and national level. www.OvalOK.org

CVA - Canada is a registered national,

The Masachusetts Smoke Free Association is a consumer advocacy group and trade organization with a focus on Tobacco Harm Reduction (THR) through the use of personal vaporizers (electronic cigarettes) and other smokeless tobacco products shown to reduce the morbidity and mortality associated with smoking traditional combustible tobacco products. www.SmokeFreeMA.org

The New Nicotine Alliance Australia is a not for profit organization working towards improving public health through a greater understanding of risk-reduced nicotine products and their uses. It receives no funding from tobacco, e-cigarette or pharmaceutical companies or their affiliates. www.nnalliance.org.au

The BEAA believes vaping is a financial and public health boon for our state.

The vaping industry is responsible for creating over 200 new small businesses (since 2012) that employ over 2000 people in Alabama, all while facilitating a reduced-harm alternative for millions of adult tobacco users across the state. www.beaa-al.org The Kentucky Smoke Free Association is consumer advocacy group and trade organization with a focus on Tobacco Harm Reduction (THR) through the use of personal vaporizers (electronic cigarettes) and other smokeless tobacco products shown to reduce the morbidity and mortality associated with smoking. www.KASmokeFree.org

South Carolina Vapor Industry Association We are advocates for the Vapor Industry. We are consumers, vapers, and business owners with a passion for the industry both here in South Carolina and Nationally. We fight for your right to vape.

Our board seats are open to all SCVIA members. If your district does not have a chairperson, please contact us if you would like to make a nomination. http://www.scvia.org

not-for-profit organization, responsible for the management of government and media relations on behalf of the Canadian Vaping Industry. CVA will represent the over 300 retail and online electronic cigarette businesses in Canada. www.canadianvapingassociation.org

NNA - UK is concerned with improving public health, through a greater understanding of “new” (risk-reduced) nicotine products and their uses. www.nnalliance.org The New Zealand Vaping Alliance is comprised of a group of New Zealand’s leading e-cigarette retailers and keen vaping enthusiasts concerned at the absence of a collective voice on e-cigarette use and vaping community issues. www.nzvapingalliance.co.nz

The Vaping Militia is a grass roots organization that believes that Tobacco Harm Reduction (THR) through the use of personal vaporizers (electronic cigarettes) is shown to reduce the morbidity and mortality associated with smoking. We focus on the prevention of tobacco harm and seek to cooperate with the Health Agencies to function for the greater health of the public.

TheVapingMilitia.org

If You Would Like Your Advocacy Group Listed, Please Contact Info@TheVapingAdvocate.com North Carolina Vape Council North CarolinaVapingCouncil.com The North Carolina Vaping Council is supporting your right to a different lifestyle and your freedom to vape.

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