Santa Fe Natural Tobacco Company

The Santa Fe Natural Tobacco Company is a tobacco manufacturer, best known for its production of the Natural American Spirit cigarette brand.However, "Natural American Spirit" brand cigarettes are owned by Reynolds American. There is a controversy surrounding this brand, both for its use of a 'native American' logo (citation needed), and for its claims to be natural, which many consumers misconstrue as meaning that the product is healthier for you.

But with regard to these issues, there are counter-points to be made. On the American Spirit products and advertising, it is clearly stated that, although the product is made with natural (and, in the case of two styles, organic) tobacco, that the cigarettes are in no way "a safer cigarette". Instead, focus is put on the quality and uniqueness of the product. And while the company is not Native American-owned, the company funds the Santa Fe Natural Tobacco Company Foundation, which describes itself as promoting "the development of American Indian entrepreneurism, facilitating American Indian education (particularly college, graduate, and post-graduate education), and the preservation and enhancement of American Indian languages." The usage of the logo was based upon the founders' interest in the methods of which Native Americans grew and used tobacco, with the "Chief" used to embody this inspiration.