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[14] In response, Robin Sommers, the CEO and majority owner of Santa Fe Natural Tobacco Company, stated that "Native Americans are not a target market for American Spirit", stating that the use of this imagery was due to the company's goal to bring tobacco usage more in line with a perceived "moderation" by Indigenous peoples in the 15th century and that proceeds from sales support Native communities

Santa Fe Natural Tobacco Company

That includes cannabis vapour

Demand from hospitality, healthcare, and manufacturing sectors

The reduced nicotine content makes them popular among smokers who are conscious of their nicotine intake or who are looking to reduce their consumption over time