New COO

22nd Century Group has appointed Michael J. Zercher as its chief operating officer.

He will oversee and direct 22nd Century’s efforts across marketing, sales, business development, research and development, regulatory affairs and operations.

Zercher joined 22nd Century in October 2016 as vice president of business development. Among other contributions, he has led the company’s efforts to develop a comprehensive hemp/cannabis strategy that the company believes will create rapid future growth.

In addition, Zercher has supported the company’s efforts to continue creating meaningful partnerships using 22nd Century’s proprietary very low nicotine cigarettes to help reduce the harm caused by smoking.

From 2003 until 2009, Zercher served as vice president and managing director of Santa Fe Natural Tobacco Co. international business. Under his leadership, the Natural American Spirit brand’s annual revenue outside the U.S. grew from $8 million to more than $100 million while achieving double-digit profit growth each year, despite declining global industry sales.