Our vision and strategy

BAT Brasil believes in generating shared value for its entire production chain

In an increasingly challenging environment, Souza Cruz believes that to ensure sustainable long-term growth of its business, it is necessary that the entire production chain develops collectively. Thus, the company is committed to  generate shared value for its stakeholders, more and more.

The current tobacco segment scenario presents major challenges such as illegal market growth, which come as a result of increasing cigarette smuggling coming mainly from Paraguay, the systematic increase of the tax burden and the strict regulatory restrictions.

In the face of such great adversity, Souza Cruz believes that the company needs to be part of the solution. It is based on this motto that the company aims to be a sustainable and active company that brings value to its integrated producers, employees, retailers, consumers and authorities.
A future with more favorable conditions would benefit not only the company but the entire production chain and even society in general.


The pursuit of generation of shared value for the entire production chain led  BAT to reformulate its strategic positioning in 2014. Souza Cruz, like other companies in the group, has adapted to the new guidance, structured in three areas of action:

- Sustainable agriculture: to adopt the best practices, techniques and technologies to reduce impacts, increase productivity and develop better varieties.

- Prosperity in the field: in addition to increasing the performance of each crop, offer better conditions for the integrated producer and his/her family - especially rural youth, who finds solid ways for staying in the field.

- Risk reduction: invest in research and development of alternatives to conventional cigarettes that offer less risk to adult consumers.