Our consumers are socially conscious and prefer organic products. They believe less is more, yet there is no cigarette brand embodying this ethos. They shop at farmers markets, vinyl record stores, and ride fixed-gear bicycles. Natural American Spirit (a wholly owned subsidiary of RJ Reynolds) and Nat Shermans are the only other natural, additive free cigarettes marketed in the US. Our consumers live a deconstructed, purposeful life. We are offering them a deconstructed, purposeful cigarette.