JTI factory gears up for stronger demand

VÅRGÅRDA, Sweden – An hour’s flight from Stockholm, this quiet, idyllic town lies in Västra Götaland 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 Säveån River, boasts a rich history. At its heart – where production happens – is Vårgårda 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 Vårgårda 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 Vårgårda 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.

Nicotine pouches, on the other hand, are small, white, Chiclet-like pouches that, unlike traditional snus, contain nicotine extracted from tobacco but no actual tobacco leaf.

After an introduction and safety briefing on the factory and products, we enjoyed a hearty traditional Swedish lunch featuring green salad, chicken, sliced pork and a beef-and-mushroom dish which the Swedes eat with berries.

We then changed into sturdy rubber shoes, caps and disposable coats.

The production process

Inside the factory, we observed how these nicotine products are made.

Serkan Karasulu, factory lead, and his team guided us through the various areas, explaining each step of production.

Our tour took roughly two hours and here’s what we saw:

First, primary milling grinds different tobacco grades into a fine powder, which is then blended.

Next, the tobacco blend is mixed with ingredients to create snus.

The product is packed into cans and small round cases seen in stores. These finished goods then pass through palletizers.

Every step is meticulously handled to meet the highest quality standards, factory officials told us.

It was fascinating to witness the entire process across the factory’s three floors.

Sustainability and diversity

The factory complex is a small compound of buildings painted mostly in brownish-orange hues.

At the start of our tour, we walked along the Säveån River to visit the hydropower plant supplying electricity to the factory.

This reflects JTI’s commitment to renewable energy, explained Mr. Karasulu.

Historically, Vårgårda Kvarn has always been powered by the natural force of rippling waters.

“Today, we harness this same power through our hydroelectric plant, producing electricity that covers the majority of our production needs. By utilizing renewable energy, we minimize environmental impact and uphold our commitment to sustainability,” JTI said.

We also saw that tobacco transfer between floors requires zero energy as the factory uses gravity via spiral chutes and similar systems.

JTI prides itself on a diverse workforce: 57 percent men and 43 percent women from various nationalities. There is, in fact, a Filipina at the facility – Guia Descallar, Integrated Work Systems manager.

Though this wasn’t my first tobacco factory visit, it was my first time seeing a facility producing alternative smokeless nicotine products.

While I am not a smoker and have no interest in nicotine, I found the visit informative and engaging. I learned how complex it is to produce a small, inconspicuous pouch.

The factory impresses with its commitment to quality hygiene, safety standards and use of renewable energy through hydropower.

As for the products, they have gained popularity worldwide for offering a discreet, smoke-free way to consume nicotine.

They can even be used on airplanes or indoors, such as offices or homes, since they don’t produce smoke or vapor.

These products are considered less harmful alternatives to smoking, though smokers interested in trying them should conduct their own research.

However, as I’ve always said when writing about tobacco products, quitting nicotine altogether remains the best option. If that’s not possible, these alternatives may help.

Growing demand

As it is now, consumer preferences are shifting to smoke-free alternatives.

In fact, Mr. Karasulu says, the Vårgårda facility is gearing up for increased demand and will soon produce Nordic Spirit for the UK, Canada, France and the Philippines.

Clearly, in this facility that is as old as time, nestled in this quaint and charming little town, JTI is certainly shaping the future landscape of tobacco and nicotine consumption.