At the heart of our mission is an uncompromising commitment to public health, environmental stewardship, and equity in personal choice. We acknowledge that smoking remains a complex public challenge, and we champion evidence-based, compassionate solutions that respect every individual’s journey and cultural context.

Science-Driven and Health-First

Decades of research confirm that tobacco and nicotine dependency is responsible for enormous health, social, and economic harm. However, evidence also shows that sudden abstinence is neither possible nor desirable for all. The World Health Organization and leading medical institutions advocate for harm reduction—offering safer, regulated, non-addictive alternatives as proven, realistic pathways to minimise damage and promote ultimate cessation ([WHO, 2014, 2017]; McNeill et al., 2019).

Raspberry leaf cigarettes directly embody this philosophy:

No Nicotine, No Tobacco: They eliminate the two key drivers of addiction and disease (Kim et al., 2013; Lee et al., 2017).

Familiarity and Acceptability: Unlike unfamiliar herbal options, raspberry leaf is time-tested and palatable, increasing user adoption and success (West et al., 2016).

Behavioural Substitution: They help satisfy habitual and sensory cues of smoking, supporting stress relief and comfort during transition—a core, science-backed harm reduction need (Caponnetto et al., 2018).

Environmental Protection—A Core Priority

The world’s leading environmental authorities document tobacco’s staggering toll: deforestation, dangerous chemical runoff, and vast, non-biodegradable waste ([WHO, 2017]; Lecours et al., 2012; Novotny & Slaughter, 2014). By supporting alternatives like raspberry leaf cigarettes—cultivated sustainably, with lower land, water, and pesticide use—we are not just protecting health, but honouring our duty to the planet and future generations.

Universal Accessibility and Social Equity

Our vision is universal access. We work with international leaders, health bodies, and NGOs to ensure affordable, stigma-free watermarks, robust regulation, and clear educational materials are accessible—no matter your background, resources, literacy, or location. Our distribution supports underserved populations and respects local cultural values, ensuring no one is left behind.

Ethical Principles and Transparency

We never encourage non-smokers, youth or vulnerable populations to take up any form of smoking. Our products target only those seeking alternatives on their own terms, in line with global public health guidelines. All marketing, research, and supply chain processes are open, ethical, and independently monitored.

Inclusivity—and Freedom from Stigma

We support people wherever they are on their journey, free from judgement or pressure. Smokers, reducers, quitters, and those in between are all treated with dignity and respect. Autonomy and informed choice are foundational human rights (WHO, 2014).

Pre-empting Every Concern—Your Questions Answered

Health Risk?

While no smoking product is risk-free, abundant research confirms that eliminating tobacco and nicotine dramatically reduces exposure to dangerous toxins, addiction, and secondhand harm (Kim et al., 2013). We prioritise transparency and would never claim our product is “safe”—instead we champion it as a vastly safer, regulated step down ([Lee et al., 2017; Caponnetto et al., 2018]).

Gateway or Youth Uptake?

We strictly prohibit access and marketing to minors with verifiable, transparent safeguards that meet or exceed international legal standards.

Environmental Impact?

Raspberry leaves are harvested with ecological care, regenerative practices, and biodegradable materials wherever possible—endorsed by sustainability authorities ([Novotny & Slaughter, 2014]; WHO, 2017).

Cultural Sensitivity?

Our mission is adapted to, and co-developed with, diverse communities worldwide—always respecting existing customs.

Affordability?

Social enterprise models and global partnerships keep our products affordable wherever needed most.

Heaps of Reasons to Join Us—All Supported by Science

Empowers adults to regain health and agency.

Drastically reduces toxicant and nicotine exposure.

Smooths the pathway to quitting by respecting psychological needs.

Supports families and communities harmed by tobacco’s legacy.

Protects children and the environment from tobacco cultivation and waste.

Advances global harm reduction, as endorsed by leading policy and medical experts.

Leaves no one behind—embraces openness, inclusion, accessibility, and human dignity.

A Solution the Whole World Can Support

Our mission is not anti-smoker, but pro-choice, pro-health, pro-environment, pro-equity, and pro-future. We humbly invite all stakeholders—governments, NGOs, researchers, health workers, smokers, and non-smokers everywhere—to join us in accelerating a responsible, global shift to a healthier, more sustainable way forward.

Support our evidence-based, ethical, and accessible mission. Help us build a world where better choices are available for all, and harm is reduced for future generations.

Donate. Partner. Advocate. Together, we can create the future we all deserve.

(selected for authority and breadth):

Caponnetto, P., et al. (2018). Smoking behavior and psychological aspects of herbal cigarette use. Tobacco Induced Diseases.

Kim, K. H., et al. (2013). Herbal cigarettes: are they really safe? Indoor and Built Environment.

Lee, K. et al. (2017). Characteristics of mainstream smoke emissions from herbal cigarettes. Tobacco Control.

Lecours, N., et al. (2012). Environmental health impacts of tobacco farming: a review. Tobacco Control.

Novotny, T. E., Slaughter, E. (2014). Tobacco product waste: an environmental approach. Current Environmental Health Reports.

West, R., et al. (2016). The need for harm reduction in the smoking cessation field. Addiction.

World Health Organization. (2014, 2017). Reports on tobacco epidemic and environmental impacts.

McNeill, A. et al. (2019). Evidence review of e-cigarettes and heated tobacco products. Public Health England.