The Premium Cigar Association is getting ready to roll out a major new strategic initiative called Vision 50. In order to better support this initiative, the PCA has announced role changes for two key members of its Executive Team.

First up, Joshua Habursky has been promoted to Deputy Executive Director of the PCA. Habursky will continue to oversee government affairs, but now will have added responsibilities including: external affairs, corporate relations, fundraising, coalition/stakeholder outreach, and research.

Meanwhile Glynn Loope, Director of State Affairs will also have expanded responsibilities including overseeing retail membership relations and development working in concert with Erin Holland, PCA’s Director of Membership, Marketing, and Communications.

“Joshua is a terrific asset for PCA and the industry. He is passionate and dedicated and will enthusiastically fulfill his new role. I am looking forward to working with Josh to execute major initiatives and positive changes for the association driven by the needs of our membership and volunteer leadership,” said PCA Executive Director Scott Pearce.

As for the new Vision 50 plan, the PCA says this will be a new proactive approach to spearhead policy and legislative advocacy to benefit specialty tobacco retailing and will be synced with the association’s efforts to bolster state associations and retail membership. The PCA has published a preamble to this initiative:

Vision 50: A Decade of Action

The Premium Cigar Association’s (PCA) “Vision 50: A Decade of Action” is a bold new strategy to advance and improve the political landscape for premium tobacconists. Under PCA’s new mission of growing the business of specialty tobacco retailing, this plan seeks to advance positive legislation and policy across the entire country, across all 50 state Capitols and all the way up to Capitol Hill.

As we have battled back against the FDA and achieved victories through both lawsuits and a coordinated advocacy effort that included retailers, manufacturers, and industry allies, we have built an award-winning government affairs and advocacy program. With this foundation, we are embarking on an ambitious decade of action to positively impact the retail business environment for our members. These actions include, but are not limited to, tax caps, tax reductions, cigar bar legislation, and other policies that will allow the industry grow, innovate, and operate under conditions free from government overreach.

Our Vision 50 implementation and execution will include coalition building with stakeholders across the industry as well as building strong relationships with external industries that impact retailing. PCA will continue to protect and defend the industry from the onslaught of attacks by legislators and regulators wishing to restrict the ability for small specialty retail businesses and manufacturers from selling legal products to legal adults. This unwavering advocacy on behalf of the industry will continue and these efforts will remain constant. However, PCA intends to move forward and advance the interests of the industry through this bold new strategy.

The association will embark on a three-month fact-finding mission to identify the priorities of its membership, state associations, and allies seeking to coalesce around a common set of goals that are achievable over the next decade. Throughout this process PCA staff and board members will seek input from cross-sections of the industry through surveys, in-person store visits, town halls, focus groups, and one on one conversations. Vision 50 is not only a present-day battle plan, but a strategic vision for the future of the industry that is sustainable and can be implemented in evolving political environments. This process will be candid, and members are encouraged to give honest opinions and feedback on the most pressing public policy initiatives facing their businesses at both the state and federal levels.

Your participation, input, time, talent, experience, and intellect will be necessary to advance specialty tobacco retailing. Since its inception, RTDA was formed to collectively bring the industry together. PCA continues that tradition in the advocacy space and beyond. Following the initial phase, the PCA will release the tools, resources, and structure that will serve as the roadmap for action over the next decade. The roadmap and findings of this research endeavor will be unveiled at the 2022 PCA Annual Meeting & Trade Show. Shortly after, Vision 50 will be finalized, and the decade of action will begin with you.

“We have been playing defense and only defense for a while now and we have been very successful in keeping tax increases and bans at bay,” added Pearce. “Now, after building a very strong and capable advocacy foundation, we are going on the offensive, to proactively work across all realms of advocacy to score policy wins for our members.”

In upcoming weeks, the PCA will be releasing additional information on Vision 50, state association resources, membership surveys, and other materials related to the strategic advocacy planning process.