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Tarpon-based firm markets e-cigarettes

Mark Schantz/SUNCOAST

Matthew Steingraber, one of the owners of White Cloud electronic cigarettes, said many people are turning to this tobacco-less cigarette to quit smoking. The U.S. Food and Drug Administration has not declared the product safe and effective for that purpose.

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By Mark  Schantz | The Suncoast News

Published: July 10, 2009

Updated: 07/10/2009 12:45 pm

Don't jump to conclusions if you see someone in a restaurant with what appears to be a cigarette dangling from their lips. They could be kicking the habit by using an electronic cigarette that does not contain tobacco or produces dangerous secondhand smoke.

Electronic cigarettes, sold at shopping malls by a Tarpon Springs-based group of entrepreneurs under the White Cloud Cigarettes brand, use a small lithium battery to vaporize the contents of a tiny cylinder containing liquid nicotine and propylene glycol. Propylene glycol is a food additive, often found in mouthwash, which causes the smoke-like effect.

The tip of an electronic cigarette lights to resemble a smoldering cigarette, but it is just a tiny LED bulb. The smoke is water vapor that does not smell or carry dangerous additives into the air.

Matthew Steingraber, his wife Danielle and business partner Michael Murray, sell the products online and at kiosks at the Countryside Mall, Gulf View Square, Citrus Park Mall, Westshore Plaza, Brandon Town Center and Tyrone Square Mall.

Traditional tobacco cigarettes have thousands of cancer-causing agents added by cigarette companies, Steingraber said. With White Cloud, the only thing you inhale is nicotine, which in itself is not a cancer causing substance.

U.S. Food and Drug Administration officials have said the agency is not aware of any scientific evidence that e-cigarettes are safe and effective alternatives to cigarettes containing tobacco.

Many smokers love the fact that White Cloud cigarettes enable them to smoke without smelling like an ashtray or turning their teeth and fingers yellow, he added.

Sales have been brisk, with many former cigarette smokers reporting they no longer need to buy several packs of real cigarettes each week, Steingraber said.

Different strengths of nicotine cylinders are available. Former smokers can wean themselves slowly off cigarettes in much the same way that that some use nicotine gum or patches.

The big difference, however, is electronic cigarettes address the psychological reasons people smoke. People can control their nicotine addiction, while taking care of their oral gratification. They can still enjoy socializing with other smokers or find comfort lighting up after a meal.

White Cloud cigarettes enable people to smoke anywhere they want whether outside or indoors, Steingraber said.

People can smoke this cigarette in bed or at the office, because there is no flame. There are no odors, ashes or second-hand smoke.

He cautions his customers if they light up in a restaurant or a public place to be ready to explain the benefits of an electronic cigarette.

People buy the electronic cigarette for about $199. A pack of refill nicotine cartridges cost $19 each.

As regular cigarette prices and taxes rise more people are looking for ways to save money, he said.

Steingraber does not market the product as a smoking cessation remedy because the FDA has not approved that use, he said. He would, however, like to see a study conducted that would determine the safety and effectiveness of e-cigarettes in helping people to stop smoking.

The FDA has seized some shipments of e-cigarettes, mainly produced in China, because they have not been reviewed by the agency.

"The FDA is concerned about the potential for addiction and abuse of these products," the agency said in a report. FDA officials also voiced concerns e-cigarettes could introduce nicotine to children and adults who have never smoked before or once more expose former smokers to it.

The FDA is evaluating the products on a case-by-case basis.

Steingraber said almost anything someone does could be abused, like overeating or drinking too much alcohol.

The e-cigarette's nicotine cylinder produced a measured dose and it would take a lot of abuse to produce an overdose, he said.

While it is not a cigarette, he does not sell the product to anyone younger than 18, Steingraber noted.

He added he has a good supplier and does not foresee any problems getting shipments.

He said the word is getting out about electronic cigarettes and the number of customers at his kiosks and online are growing.

Mark Schantz can be reached at 727-815-1075 or mschantz@suncoastnews.com.

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