Wael Safi, Altria Managing Director
Altria has launched the “Connect and Transform” initiative to accelerate its shift away from traditional tobacco products and drive innovation by connecting with external partners. Wael Safi, Altria’s Managing Director of Open Innovation and Venture Growth, explains that the program is designed to identify company needs, connect with outside experts, startups, and inventors, and bring in new capabilities to transform the business.

The initiative stands out for its intentional approach: Altria clearly defines its needs through “needs briefs,” actively seeks out relevant partners, and maintains ongoing relationships even if there isn’t an immediate fit. Success stories include leveraging AI to speed up concept validation, resulting in faster and more cost-effective innovation.

To get involved, interested parties can visit Altria’s website, review the needs briefs, and submit a non-confidential pitch or concept outline that demonstrates their capability and relevance to Altria’s needs. Aiming for a win-win partnership, the program is open to a wide range of collaborators, but emphasizes the importance of practical, demonstrable solutions over just ideas.