Our Values

Bringing Our Purpose to Life

We are committed to creating A Better Tomorrow™, transforming our business and Building a Smokeless World. We recognize that it is our people who will deliver our strategy. Six ‘values’, built on the strong foundations of our corporate culture, underpin how we will drive progress.

 

Developed with significant input from our employees, our values are the thread that must run through everything we do and how we do it – with a clear connection to our strategy and purpose. These six ‘values’ are embedded across as we strive to empower our people and foster an exciting, rewarding workplace, emphasizing inclusivity and collaboration to deliver sustainable growth.

Building A Smokeless World

 Submits Comment on FDA Draft Guidance for Flavored ENDS
May 14, 2026 4 min read

Submits Comment on FDA Draft Guidance for Flavored ENDS

In response to FDA’s open public comment period in March of 2026 regarding Draft Guidance on Applications for Flavored E-Cigarettes, submitted the following comment:   Re: Docket No. FDA-2026-D-1817 (91 Fed. Reg. 11980, Mar. 11, 2026) – “Flavored Electronic Nicotine Delivery Systems (ENDS) Premarket Applications—Considerations Related to Youth Risk”   RAI Services Company … Continued

CEO David Waterfield Discusses Reynolds’ Next Chapter in Custom Content from WSJ
February 25, 2026 2 min read

CEO David Waterfield Discusses Reynolds’ Next Chapter in Custom Content from WSJ

The organization (Reynolds) has partnered with Custom Content from WSJ to highlight how the organization is defining its next era following its 150th anniversary last year.   The feature explores how Reynolds is navigating one of the most significant evolutions in its history, transitioning from a combustible-products business toward a predominantly smokeless trajectory … Continued