On A Mission To "Unsmoke" The World: PMI's Andrzej Dabrowski

Philip Morris International (PMI) held its premier event, Technovation: Smoke-Free by PMI, on December 11, 2024, in Abu Dhabi, marking its first edition in the Middle East. The event gathered media professionals from nearly 30 countries to explore how technology, science, and innovation can drive the transition to a smoke-free future.  

On the sidelines of the event, we sat down with Andrzej Tomasz Dabrowski, vice president for the Middle East and North Africa (MENA) at Philip Morris International (PMI), to discuss the company's groundbreaking shift towards less harmful products. In this conversation, Dabrowski shared insights into the technological innovations that made this transformation possible, the challenges faced in rolling out alternatives to traditional smoking, and PMI's commitment to sustainability and consumer health. 

Let’s begin with your view on bringing this flagship, global event to Abu Dhabi. Why Abu Dhabi? 

Thank you very much for the opportunity. Why Abu Dhabi? Firstly, because our journey with smoke-free products in the Middle East began right here in the UAE, and we’ve made significant progress on this path. Secondly, Abu Dhabi, and the UAE, as a whole, is an innovation hub – a place that inspires people to embrace new ways of working, consuming, and solving technical challenges. There’s so much creativity and forward-thinking energy here, making it the perfect location to inspire and drive meaningful change.” 

What drove PMI to invest in the development of less harmful tobacco products? 

There was significant expectation from the tobacco industry – both from society and regulators – to create a product that was less toxic and harmful. Decades ago, this simply wasn’t possible due to the lack of technology. There was no technology available to produce the smartphones we have today, let alone create a less harmful tobacco product.  But then, the technology emerged. We invested heavily, and hired more than 1,500 scientists, and developed these new products. This was the breakthrough moment: we created a product that, though not risk-free, is fundamentally less harmful than cigarettes to adult consumers.

That’s a strong statement. Now, you’ve been with the company for 25-27 years, and now oversee this region. How do you see the MENA region in terms of PMI’s global strategy? Are there any localization efforts needed for this region? 

I’m extremely proud to be part of this amazing company – a group that has taken bold steps in the industry, breaking old paradigms, and achieving incredible progress with full commitment. When it comes to the MENA region, many refer to it as a single entity, but I prefer to focus on individual countries and their people; it’s crucial for us to engage with the people who live in these countries. Our teams are present in those markets, and they are able to connect with legal-age smokers and society at large. This helps us raise awareness about our products, and convince people to stop smoking. 

The tobacco industry and its products are often misunderstood. You’ve shown impressive results in markets like Japan and Norway. Can such success be replicated in emerging markets? 

A scene from the event, Technovation: Smoke-free by PMI. Image courtesy PMI.

The biggest misconception around cigarettes is that nicotine is the main cause of harm, but though nicotine is not risk-free and is addictive, it’s actually the other harmful components in the smoke which is the primary cause of smoking-related diseases. Our goal has always been to reduce those harmful substances, while maintaining the satisfaction legal-age smokers get from the product. We couldn’t start everywhere at once, given the high initial investment and the cost of the products. So, we started in countries and markets with supportive policies, like Europe and Japan. Now, we’re focusing on reaching 80% of the global smoker population, particularly those outside Japan and Europe. We’ve made great progress, but there’s still much work to be done. We see this as a historic opportunity, and we’re committed to making it happen. 

How do you explain to the average person that there is a viable alternative to traditional smoking? 

The science behind this is clear, and it’s not science that we, as a tobacco company, are producing – it comes from independent scientists, and it is available to the public. Our job is to ensure this science reaches the broader public, including regulators and consumers. While not everyone can or wants to dive deep into scientific details, the key message is simple: smoke is harmful, and smoke-free products are a much better alternative for the smokers who don’t quit. We engage with media to raise awareness and work with regulators, ensuring that people understand why we’re offering these alternatives. 

How satisfied are you with the regulatory authorities in the region in supporting alternatives, as we need to have both a bottom-up and top-down approach? 

Yes, indeed, it's about communicating the need for alternatives from the legal-age smokers’ level. There are four key elements that contribute to success. First, there’s awareness – people need to understand the core of the problem. Second, acceptability – the product needs to be acceptable for smokers; if smokers don’t like the product, even if they believe it’s less harmful, they will not adopt it, and there will not be the desired positive effect on society. Third, availability – meaning we need to make the product available alongside others for smokers to be able to choose, and finally, affordability. These elements need regulatory support; altering consumption patterns or behaviors is often driven by incentives.  

In our region, we’ve seen some great examples of progress, but there are places where the product isn’t even allowed, which is the biggest challenge. However, countries like the UAE and Saudi Arabia are leading the way by offering people alternatives to smoking, which is a huge opportunity for society. 

Regarding affordability, are we at a point where the cost of these new products is comparable to traditional cigarettes? 

It's important to understand that excise taxes make up the largest portion of the cost. In fact, at least 70% of what consumers pay is tax, not the cost of the product itself. This makes the tax policy crucial in driving the adoption of new alternatives. The product’s cost is relatively low compared to the tax burden. 

What would you say is your biggest challenge in the region? 

There are many challenges, but the most important thing is staying focused on the opportunity. This is a historical chance to change people’s lives for the better. One of the beautiful challenges we have is the diversity of every country in terms of culture and consumer preferences. For instance, Morocco has a more traditional consumer base, compared to the progressive consumers in Saudi Arabia and the UAE. We tailor our products to meet these different needs, and while we sometimes make mistakes, we recognize them and correct course. 

Let’s talk about sustainability. People care about both their health and the environment. What has PMI done in this area? 

Sustainability is a broad issue, and every company must focus on where it can make the biggest impact. For us, the most significant contribution we can make is eliminating cigarette smoking from human history. That’s a form of sustainability, as it improves both public health and the planet by reducing the need to burn tobacco. In addition, we’re working towards making all our manufacturing sites carbon neutral and reducing carbon dioxide emissions in our supply chain. We’re also committed to recycling consumer waste. For example, in some markets, we’ve developed programs where used products are turned into recyclable materials, and we’ve even incentivized legal age users with rewards. This requires cooperation from society, but we’re doing everything we can to make it work. 

Lastly, everyone seems to be talking about artificial intelligence (AI) these days. How is AI being used in data collection and decision-making at your organization? 

AI is undoubtedly a phenomenal tool for enhancing productivity and efficiency. We are actively adopting AI, but given the responsibility that comes with our industry, we approach it with caution. While I wouldn’t say we are at the forefront of AI technology, we use it extensively to analyze and understand data better, identify core issues, and streamline employee efforts. 

In the scientific domain, AI plays a significant role in many areas, just as it does in other organizations. Additionally, we leverage AI to better understand consumer preferences and needs. This insight helps us achieve our ultimate goal: to "unsmoke" the world by encouraging people to stop smoking cigarettes. 

Thank you for your insights, Andrzej! 

Thank you for the opportunity to share our journey.