JTI factory gears up for stronger demand

EYES WIDE OPEN

- IRIS GONZALES

hour's flight from Stockholm, this quiet, idyllic town lies in Vastra Gotaland county on Sweden's western coast. The sun shines brightly, and the crisp air adds to the town's charm, known for its tranquility amid a blend of modern industry and rural beauty.

I am here with a group of visiting business journalists from the Philippines to tour the factory of Japan Tobacco Inc., the Japan-headquartered multinational tobacco giant.

After landing from our hour-long flight from Stockholm, we drove about 45 minutes to JTI's factory.

Like many European buildings, the factory, situated by the Savean River, boasts a rich history. At its heart — where production happens — is Vargarda Kvarn, a mill built in 1871.

After over a century in the food industry, the mill transformed into the center of snus production in 1999, embodying the region's tobacco culture, according to JTI.

The Nordic Spirit JTI is Sweden's leading cigarette supplier. Nordic Snus operates the Vargarda factory, which spans 5,078 square meters. It became part of the JTI Group in 2007 and has since focused on producing snus and nicotine pouches. Brands like LD, Nordic Spirit and Vargarda honor Sweden's rich heritage and innovative spirit, per JTI data.

Snus, a smokeless tobacco product, has been used in Scandinavia for over 200 years. It originated in the late 18th century when Swedish farmers mixed tobacco leaves with salt and water to create the first snus, JTI explains.

Compared to combustible cigarettes, snus is believed to carry lower health risks, though it still contains nicotine.