Abu Dhabi, United Arab Emirates: Philip Morris International Inc. (PMI) (NYSE: PM) and Scuderia Ferrari announce a pivotal new direction in their 45-year partnership with the unveiling of Mission Winnow. This global initiative aims to create engagement around the role of science, technology and innovation as a powerful force for positive advancement in any industry. Mission Winnow takes to the tracks this week at the Abu Dhabi Grand Prix 2018 at Yas Marina Circuit.
“Through Mission Winnow we want to let the world know how we have changed, to share our pride in the transformation that the people of PMI have achieved, as well as our dedication to rigorous science and innovation that can lead to a better future,” said André Calantzopoulos, Chief Executive Officer of PMI.
PMI also believes it is critically important to adhere to an uncompromising commitment of continuous improvement through the dedicated and diligent pursuit of scientific excellence with an intense focus on details. This commitment and focus are creating a paradigm shift in the tobacco industry toward a better future.
Calantzopoulos added: “Mission Winnow encapsulates our commitment to strive for better in everything we do. To winnow, or to discard old approaches, is what we at PMI are doing—we take learnings from past mistakes to shape our future.”
Driving to the future, we have chosen a path that is in all aspects very complex and faces many challenges. Like Scuderia Ferrari, we have set a course forward, and there is no turning back: PMI must constantly and rapidly progress, examining and analysing the way ahead by learning every day and adjusting to improve at the next corner.
“Mission Winnow is about how we are transforming as a company, what we believe in and the way we work to enable a better future. The Middle East and GCC in particular is a region that is investing in innovation and continually advancing towards progressive platforms to ensure sustainability and greater benefit for its communities. We are aligned with the vision in our region, and this initiative with Scuderia Ferrari is a perfect representation of our commitment on a local level,” said Lana Gamal-Eldin, Director Corporate Affairs, Philip Morris Middle East.
She added: “We are in pole position to effect positive change throughout the region at PMI Middle East and similarly to racing we are facing forward and approaching our goal with steady and rapid speed.”
Mission Winnow provides an insider’s view of two companies that operate in very different fields but have a great deal in common. For both companies, success hinges on the passion of their people for the highest standards of performance in pursuit of overarching ambitions. Mission Winnow does not and will never advertise or promote any tobacco products. Mission Winnow is not about what, it is about how and why.
The word “winnow” (pronounced: “win”–“oh”) was selected because it perfectly describes the meticulous and disciplined route that PMI is following to achieve its ambitious vision of a smoke-free future. The word—and PMI’s vision—is about focus, transparency, care and single-minded determination.
“Winnow” originally referred to the removal of chaff from grain, but it came to be used more broadly to describe the separating out of the unnecessary, the extraction of the good and distinguishing what is true from what is inaccurate or misleading. For PMI, this is critically important in a world of information overload.
To learn more about Mission Winnow visit www.missionwinnow.com or @missionwinnow on Facebook, Instagram and Twitter.
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About Philip Morris International: Building a Smoke-Free Future
Philip Morris International (PMI) is leading a transformation in the tobacco industry to create a smoke-free future and ultimately replace cigarettes to the benefit of adults who would otherwise continue to smoke, society, the company and its shareholders. PMI is a leading international tobacco company engaged in the manufacture and sale of cigarettes, smoke-free products and associated electronic devices and accessories, and other nicotine containing products in markets outside the U.S. PMI is building a future on a new category of smoke-free products that, while not risk-free, are a much better choice than continuing to smoke.
Through multidisciplinary capabilities in product development, state-of-the-art facilities and scientific substantiation, PMI aims to ensure that its smoke-free products meet adult consumer preferences and rigorous regulatory requirements. PMI's smoke-free IQOS product portfolio includes heated tobacco and nicotine-containing vapor products. As of Sept. 30, 2018, PMI estimates that approximately 5.9 million adult smokers around the world have already stopped smoking and switched to PMI’s heated tobacco product, which is currently available for sale in 43 markets in key cities or nationwide under the IQOS brand. For more information, see our PMI and PMIScience websites.
Shali Grote
Instinctif Partners
+971 4 369 9353
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