In January 2002, the company was acquired by Reynolds American and is now a wholly owned independent subsidiary of Reynolds American, which is in turn owned by British American Tobacco. Japan Tobacco announced in September 2015 that it acquired the right to sell Natural American Spirit products in markets outside the United States. The company was founded in 1982 by Bill Drake, author of The Cultivators Handbook of Natural Tobacco, Robert Marion, Chris Webster, and Eb Wicks, a plumbing contractor who took out a loan to finance the startup. It was first introduced in 1982 40 years ago. It is owned by Reynolds American and it is produced by Santa Fe Natural Tobacco Company in the United States. The FDA should determine that Natural American Spirit cigarettes are illegally on the market, and therefore prohibit the use of any term that suggests reduced risk or reduced exposure to harmful substances - including “organic” - in the promotion of products and in the brand name itself.Natural American Spirit (often referred to as American Spirit) is an American brand of cigarettes and other tobacco products, currently owned by Reynolds American and manufactured by the Santa Fe Natural Tobacco Company. for marketing Natural American Spirit cigarettes with reduced harm claims without approval. Truth Initiative has urged the FDA to take enforcement action against Santa Fe and Reynolds American, Inc. The company is still permitted to use “Natural” as part of its brand name, and the FDA failed to address the use of “organic.”
These labels are so problematic that the Food and Drug Administration has required Santa Fe Natural Tobacco Company, the maker of Natural American Spirit cigarettes, to remove the terms “natural” and “additive-free” from its product labels, advertising and promotional materials because they constitute reduced harm claims, which are banned without agency approval. These product labels are dangerous because misperceptions about the harms of smoking cigarettes may make someone more likely to try a product, or encourage smokers to switch brands rather than quit smoking. “The truth is that they are just as dangerous as any other cigarette." "Our research shows that a majority of Natural American Spirit smokers incorrectly believe that their cigarettes are safer than other cigarettes,” said Robin Koval, CEO and president of Truth Initiative. Natural American Spirit cigarettes are the only major cigarette brand that markets its products as “natural,” “organic” and “additive-free.” The study confirmed the findings of earlier research from Truth Initiative, which showed that 50 to 60 percent of adults viewed Natural American Spirit cigarettes as less harmful than a comparison pack of Marlboro Red cigarettes. For example, a Truth Initiative® study found that nearly 64 percent of Natural American Spirit smokers think the cigarettes are less harmful than other brands. Misleading descriptors and other aspects of cigarette packaging and advertising can lead consumers to incorrectly believe that some cigarettes are less harmful than others. Even though there is no evidence that “natural,” “organic” or “additive-free” cigarettes are any safer or are less harmful than other cigarettes, why do so many people think otherwise?
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