Swisher Hires Vice President of Corporate Innovation

Crafton will fill new role to diversify tobacco company’s products
Zack Crafton
Photograph courtesy of Swisher

JACKSONVILLE, Fla. —Swisher has appointed a vice president of corporate innovation to diversify the tobacco company’s products and brands. Zack Crafton will fill the new role.

Before joining Swisher, Crafton was CEO of the first online dispensary in California’s recreational cannabis market and COO of, which he helped launch. He also has experience in other categories including wine, beer and regulated e-commerce.

“This is a significant appointment for our company, and we welcome Zack’s wealth of innovation experience and leadership that will move Swisher to drive the implementation of our strategic objectives and expand our portfolio of products,” said John Miller, president and CEO of Swisher. “Our first corporate innovation vice president reflects our commitment to growth and the future of Swisher.”

In January, Swisher announced a new mission and strategic framework to develop new businesses, products and experiences while building on the strengths of existing products. The Jacksonville, Fla.-based organization’s business lines are Swisher Sweets Cigar Co. (large and little/filtered cigars), Fat Lip Brands (smokeless), Dre Estate (premium cigars), Hempire (hemp products) and Rogue (modern oral nicotine).

With Crafton as vice president, Swisher is building a future rooted in creativity, growth and innovation to answer the broad needs of adult consumers, the company said.

“I’m thrilled to join Swisher and I look forward to building a robust innovation platform, unique capabilities and a durable plan to support Swisher’s growth and diversification goals into innovative categories,” Crafton said. “This is an exciting time where we look to diversify Swisher’s product and capability portfolio while helping to shape the future for adult consumers.”

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