brunswick tobacco Every dollar spent preventing addiction saves lives—and helps reduce future healthcare costs. In New Brunswick, tobacco use costs an estimated $308 million each year, more than double the amount collected through New Brunswick Tobacco Tax |

The following table demonstrates the principal non-GAAP measures which the Group uses and indicates the IFRS measure from which each principal Non-GAAP measure is reconciled: Non-GAAP Measure title Presented in Reconciled from: Current rates Constant rates Adjusted for Canada2 IFRS measure Revenue m n/a1 Yes Revenue New Categories revenue m Yes Yes Revenue Smokeless revenue as a % of total revenue % Yes Revenue Adjusted gross profit m Yes Yes Profit from Operations Adjusted gross margin % Yes Yes Revenue/Profit from Operations Category contribution m Yes Yes Profit from Operations Category contribution margin % Yes Yes Revenue/Profit from Operations Adjusted profit from operations m Yes Yes Yes Profit from Operations Adjusted operating margin % Yes Yes Yes Revenue/Profit from Operations Adjusted diluted earnings per share p Yes Yes Yes Diluted Earnings per Share Adjusted EBITDA m Yes Yes Yes Profit for the Year Adjusted net debt m Yes Yes Borrowings Operating cash conversion % Yes Yes Net cash generated from operating activities Adjusted cash generated from operations m Yes Yes Yes Net cash generated from operating activities Free cash flow before and after dividends paid to shareholders m Yes Net cash generated from operating activities Adjusted return on capital employed % Yes Yes Profit from Operations / Average Total Assets less Current Liabilities 1

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Plant diseases are very common in tobacco fields

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Challenges and suggestions at the operational level include: 5) budget allocation, and 6) innovation and technology for tobacco control

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