In 1997—at the height of a wave of exposés, lawsuits, and public outrage against the tobacco industry—Puzant Torigian, a Hackensack, New Jersey-based entrepreneur, launched a new brand of cigarettes called Bravo. The factory he opened near the Atlanta International Airport to churn them out at scale attracted ample media attention. But this coverage was more positive than one might have expected. Torigian wasn’t actually involved in the dubious tobacco industry. Bravo cigarettes contained nothing but lettuce, dried and cured to look like tobacco, processed into sheets, shredded, flavored with herbal…
