Investor Relations

Setti Coscarella

Chief Executive Officer

Setti brings a wealth of knowledge across a variety of disciplines to TAAT™. Building upon experience in investment banking, private equity, and entrepreneurship, Setti moved to the world of tobacco at Philip Morris International (“PMI”) in 2017 where he was a lead strategist for its Reduced-Risk Products (“RRP”) division. While at PMI, Setti worked with thousands of individual smokers to better understand how to position smoking alternatives to them and developed programs that could help smokers discover and successfully convert to RRPs. Setti holds an MBA from the Schulich School of Business with specializations in Finance, Marketing, and Corporate Strategy as well as a B.Sc. from the University of Toronto in Mathematics and Physics.

Tim Corkum

Chief Revenue Officer

Tim has built a storied career in tobacco and looks to bring this expertise to TAAT™. As a former executive at Philip Morris International (“PMI”), he led international commercialization initiatives for combustible cigarettes and new products in the Reduced-Risk Product (“RRP”) category. Over a 21-year tenure at PMI, Tim held senior positions in Business Development, Sales Strategy, Corporate Affairs, and Key Account Management. Tim holds a BA from Carleton University with a concentration in Law.

Joe Deighan

Founder - Research and Development

Joe founded vape liquid maker JJuice in 2012, which gained distribution in all U.S. states and in 26 other countries, in addition to private label production for other brands. JJuice was acquired from Joe in a cash deal valued at more than USD $800,000 in 2017. Joe currently oversees R&D and production for TAAT™, knowing Beyond Tobacco™ better than anyone.

Michael Saxon


Michael served in various positions for over 20 years with Altria and Philip Morris International including heading Altria’s Corporate Venture Fund and leading PMI’s business activities as General Manager for Norway and Denmark. Most recently, Michael founded and is presently CEO of SXN Strategy Partners in Richmond, VA, which advises boards and executive teams of “blue chip” institutional investors as well as venture capital and private equity firms on long-term strategies. Michael also helped establish Trolley Ventures, a seed stage venture fund investing in startups based in the state of Virginia.

Kit Dietz


Kit was named “Dean of the Industry” in 2017 by the Convenience Distribution Association for his national-level contributions to the distribution trade. Kit has more than three decades of experience in convenience wholesale, including top management roles with well-known convenience distributors in the northern United States. In the tobacco industry, Kit also served on the board of directors of Newport cigarette maker Lorillard leading up to its USD $27.4 billion acquisition in June 2015.

Dr. Cindy Orser


Previously a tenured professor at the University of Idaho, Cindy holds more than 20 patents and has 65 peer-reviewed publications with over 2,000 citations. In her career in industry, Cindy has held executive scientist roles at biotechnology and analytical diagnostic companies that have been contractors for federal agencies in the United States including the United States Department of Agriculture, the Department of Homeland Security, and three institutes of the National Institutes of Health.