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TAAT Lifestyle & Wellness Ltd. (CSE: TAAT) (OTCQB: TOBAF) Leadership Team Paves the Way for New Product Success
March 22, 2021

TAAT Lifestyle & Wellness Ltd. (CSE: TAAT) (OTCQB: TOBAF) Leadership Team Paves the Way for New Product Success

  • TAAT launched on the ground in December 2020; by the end of January, 60% of retail locations had sold out and were reordering
  • Company’s e-commerce site experienced similar success, with C$100,000 in sales in first five days of operation
  • TAAT executive team key to game-changing product’s meteoric rise

A company is only as strong as its leaders, and TAAT Lifestyle & Wellness (CSE: TAAT) (OTCQB: TOBAF) has assembled an executive team whose expertise and insight has already been proven by the company’s impressive showing in just the first few weeks of its product launch. TAAT(TM) is a life sciences company committed to providing legal-aged smokers with the smoking experience they enjoy but without the nicotine and tobacco.

In December 2020, TAAT(TM) launched its flagship product — TAAT(TM), a tobacco-free, nicotine-free cigarette ( Through a distribution agreement with CROSSMARK (, a sales and merchandising agency for CPG products with an expertise in the tobacco alternative space, the new product rollout began in Ohio. Initially TAAT(TM) was available in both chain and independent tobacco retail locations across the state. By the end of January, 60% of tobacco retailers that had carried TAAT for three or more weeks had placed reorders for the game-changing product.

That success on the ground was replicated online when the company launched its e-commerce portal on Feb. 17, 2021. In addition to typical cartons of the cigarettes, the site offered a Taste Explorer Bundle consisting of one 20-stick pack of each of the three TAAT varieties: Original, Smooth and Menthol. TAAT reported an incredible C$50,000 of sales within the first 48 hours of operation, and by the end of the first weekend, sales had topped C$100,000 (

The swift rise of TAAT is certainly a testament to the company’s disruptive product, but the role of its executive team cannot be overlooked. The strategic research, development, planning and launch of the product was carefully crafted by a team of professionals with extensive experience and invaluable insight into what it takes to revolutionize an industry.

Setti Coscarella brings a wealth of knowledge across a variety of disciplines to his role of TAAT CEO. Building upon experience in investment banking, private equity and entrepreneurship, Setti served as lead strategist at Philip Morris International over its Reduced-Risk Products (“RRPs”) division beginning in 2017. In that position, Coscarella gained a unique perspective on positioning smoking alternatives and developing programs that could help smokers discover and successfully convert to RRPs. That insight drives TAAT in its current trajectory to transform the smoking experience.

Chief revenue officer Tim Corkum also hails from PMI, where he spent more than two decades in a variety of roles where he led international commercialization initiatives for combustible cigarettes and new products in the RRP category. He has held senior positions in business development, sales strategy, corporate affairs and key account management.

TAAT founder Joe Deighan has been involved in smoking alternatives since 2012, when he founded vape liquid maker JJuice. The company was available in all 50 states and in 26 other countries, in addition to private label production for other brands. Deighan sold the company in 2017 but brings his expertise and insight into his role overseeing R&D and production.

Savvy leadership plus innovative products make an almost unstoppable combination, and TAAT is certainly exemplifying that as it is creating an irresistible new smoking product that offers all the pleasure with none of the tobacco or nicotine risk.

For more information, visit the company’s website at

NOTE TO INVESTORS: The latest news and updates relating to TOBAF are available in the company’s newsroom at

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