Swedish Match - First to Freemantle

11/23/1997 6:00 AM EST

!

Internal investment the motive for participation

The winner of the second stage of the Whitbread Round the World Race was the
yacht sponsored by the company Swedish Match. For Swedish Match, the Whitbread
Race represents part of a new programme of internal development and training.

At every port of call, information is spread to all employees about the region
concerned and the company's activities there. Specific projects on all levels
of the company are helping to create and establish a set of values that will
characterise the corporate activities of the future.

The new company was founded a year ago, when the various parts of the business
were brought together to form one single structure under the name Swedish
Match.

The aim of the internal development programme is to create a new, shared
corporate culture. Key words in this endeavour are: communication, co-
operation, confidence, innovation, recognition, and growth. We need to enhance
our understanding of all parts of the business, says Göran Ekdahl, Vice
President Corporate Communications, at Swedish Match. For Swedish Match,
growth is not only about money, but also about the personal devlopment of
everyone who contributes to the company's achievements. The global programme
is giving the group's employees the opportunity to get to know and understand
not only their own business, but all the other lines of business within the
group.


Swedish Match is a global company with operations in the tobacco industry and
in manufacturing matches and disposable lighters. The group has 6,500

employees working in 24 factories, 43 sales offices, and four administrative
offices. Turnover in 1996 amounted to approx. 7.4 billion Swedish kronor.

For further information, please contact:

Göran Ekdahl, Chief Information Officer, Swedish Match

Phone: +46 8 658 02 00
Mobile: +46 70 858 11 62


(On the spot in Freemantle is Bo Aulin, Senior Vice President of Corporate
Affairs. He will be happy to answer questions about Swedish Match and its

internal development programme.)