We decided to innovate by adapting a successful approach from other industries to ours, revealing a new level of disruption and supplier’s partnership not reached until now. Introducing “Design to Value” was a turning point in the relationship with suppliers. Moving from purely price discussions to jointly bringing innovation. Giving procurement a seat at the table throughout the product’s life cycle with open-book conversations driving the true economic worth for value-added of equipment. This disruption has delivered +30% cost efficiency over planned investment for our smoke-free products.