RAI's Transforming Tobacco Strategy

Daan Delen

We are leading the transformation of the tobacco industry. At each operating company of Reynolds American Inc., we are in a position to help resolve many of the controversial issues related to the use of tobacco. Committing ourselves to resolving these issues is the right thing to do and will ultimately advance our commercial objectives.

Transforming tobacco is a bold vision that we believe in, and our journey is well under way. We are moving our businesses forward with a full appreciation of stakeholder expectations.

Our goal is to ultimately achieve market leadership by effectively executing this transformation strategy. We will lead change in our industry by driving innovation throughout RAI's businesses, redefining enjoyment for adult tobacco consumers, reducing the harm caused by smoking, and accelerating the decline in youth tobacco use.

We are committed to meeting society's expectations for how a tobacco company should operate, while growing our businesses — now and over the long term.

Daniel M. Delen
President and CEO

Vision and Beliefs

What we believe guides how we act. That's true of individuals, and it's true of corporations. This section details the core values and principles that shape the actions of Reynolds American and its operating companies. Learn more.

Transforming Tobacco

As part of our commitment to transforming tobacco, RAI and its operating companies are focusing on three key areas of activity: Commercial Integrity, Tobacco Harm Reduction, and Youth Tobacco Prevention. We believe these pillars will drive our future success.