So much for macho honchos on horseback with cancer sticks stuck between their gleaming white tombstone teeth.

Fact is, says the ciggy manufacturer, Aussies are now only puffing half as much as they’d need to in order to keep the factory located in the Melbourne suburb of Moorabbin open. That, and the tough fire safety requirements for Australian-made cigarettes introduced in 2010, meaning that Australian cigarettes aren’t liked by the people in countries to which the factory might otherwise export its over-produced wares, said the Philip Morris bosses.

With Australia becoming the first country in the world to introduce plain packs with graphic health warnings in 2012, and notwithstanding the unfortunate job cuts, could it just be that the closure of the Moorabbin factory may leave the country a healthier place?

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