During EVO NXT 2025 in Milan, GINN caught up with Michiel Carmel of Clew for a candid and inspiring conversation about the evolving nicotine pouch industry—and why collective action is more essential than ever.
Reflecting on the energy and camaraderie of the previous evening’s GINN Aperitivo, Michiel noted, “I thought last night was an amazing evening. It showed a lot of solidarity for the category.” His words echoed the sentiment of many GINN members and supporters who believe that shared purpose and transparency are the keys to advancing harm reduction responsibly.
Michiel praised the strides GINN has made in a remarkably short period. “GINN has done a fantastic job,” he said. But beyond events and networking, what truly matters to Clew, one of GINN’s founding members, is tackling one of the industry’s greatest threats: misinformation.
“There’s loads—absolutely bucket loads—of misinformation out there,” Michiel stressed. “We need to be united as a group and fight back.” In an increasingly noisy landscape filled with confusion around nicotine science, product categories, and safety standards, Michiel emphasized the importance of having a strong, unified voice—something GINN is actively building through its Code of Practice and international advocacy work.
When asked about the value of GINN membership, Michiel pointed to the strength of the community: “It’s about being involved with a group of people that you can call on for support, guidance, and reassurance that you’re remaining compliant.”
And that word—compliance—is at the heart of Clew’s strategy. “Compliance is key, especially with the rate that the category is growing at,” he explained. As regulators move swiftly and public scrutiny grows, staying ahead of legal and safety standards is non-negotiable.
Michiel’s message is simple but urgent: collaboration beats isolation, and now is the time to stand together, speak up, and ensure the novel nicotine category evolves with integrity.
👉 Learn more about Clew and other members shaping the future at www.ginn.global
📩 Interested in joining the conversation? Contact: info@ginn.global
