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Juul CEO Hitting the Reset Button on Vaping’s Battered Image

  • Altria vet Crosthwaite says e-cigarette maker must earn trust
  • Crucial FDA deadline looms for Juul’s access to U.S. market
K.C. Crosthwaite
K.C. CrosthwaitePhotographer: Andrew Harrer/Bloomberg

Trust might not be a word commonly associated with one of the most controversial companies in America. Still, it’s a word used often by K.C. Crosthwaite, chief executive officer of embattled e-cigarette maker Juul Labs Inc.

Crosthwaite took the helm of Juul last September when the company was at the center of a public-health crisis that ignited fierce debate over whether e-cigarettes should exist at all. He said this week that he’s still pushing to repair Juul’s relationships with regulators, policy makers, public-health critics and society at large.