Going for the Green: Views of a Swedish-American Business Leader

Summary

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In this case, the elephants are trailing the mouse; both Philip Morris and RJ Reynolds have picked up on not just the concept of moist snuff or "snus," which is the original Swedish word for this, but adopted the name itself. RJ Reynolds launched "Camel Snus" and Philip Morris "Marlboro Snus" in 2006 and 2007. Snus is the Swedish term for moist snuff - a minor part of the global tobacco business "owned" by Swedish Match, which for good reason holds a market leader position in the segment. Who knows how the playing field will change, as more and more societies in the world make it harder and harder for nicotine users to light up.

"Of all the things I enjoy, the crayfish of the late summer, the glögg in the winter time, this one is a must," he claims. Christmas in the [Lennart Freeman] family is celebrated Swedish-style on December 24. Lennart himself prepares long beforehand the "knäck" - a special Swedish Christmas candy that is like hard toffee - Swedish meatballs, "Janssons's temptation" casserole and the special Swedish Christmas ham, which is picked up at local butcher (a man who is now well versed in Swedish meat preparation). The whole extended family gathers - sons and spouses, in-laws, new cousins - and everyone rejoices over a fully stocked traditional Swedish Christmas smorgasbord.

"In my mind I am very American - I have high demands of my colleagues. But in terms of verbal communication, I have a tendency on a daily basis to be very Swedish," he explains. "We're simply more understated, as Swedes: This was quite all right' for a Swede can in reality mean 'This is absolutely great,' and 'Maybe you could have this done on Thursday' means 'Have it done Thursday!'"

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Going for the Green: Views of a Swedish-American Business Leader

Typically, when the words "tobacco" and "policy makers" appear in the same paragraph, the news story has a less-thanadmirable turn. Not so for Swedish Match, which focuses on what it believes are safer alternatives to cigarette smoking and a different way to enjoy the luxury of tobacco.

Does its U.S. President and CEO, Lennart Freeman, have the vision and foresight to take on lawmakers in D.c. in much the same fashion he has conquered the hearts and minds of U.S. tobacco customers?

Suffice it to say, this is one corporate CEO who won't be taken by surprise. He's done it all in his 30 years at Swedish Match. It's a stellar career that's taken him from knocking on doors at distributors and retailers, to more recently serving as president of North American Division, a member of Group Management, and Executive VP of parent Swedish Match AB, headquartered in Sweden.

His hands-on experience shows i...

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