Swisher Announces $135 Million Jacksonville Manufacturing Expansion, Adding 240 Jobs

Swisher announced a $135 million expansion of its Jacksonville manufacturing operation to support growing demand for its nicotine and caffeine oral pouch products. The tobacco company said the project is expected to create at least 240 jobs by the end of 2027, marking one of the largest manufacturing investments in the city’s historic Springfield neighborhood in recent years.

The new automated pouch operation will add to Swisher’s advanced manufacturing facilities and broaden its innovation capabilities. The expansion increases large-scale production capacity in the neighborhood where the company has been headquartered since 1924. For Jacksonville’s manufacturing sector, the investment represents significant capital commitment and workforce growth during a period when many manufacturers are taking a cautious approach to expansion.

Major Investment Supports Product Innovation and Scale

Swisher President and CEO Neil Kiely described the expansion as part of one of the most dynamic growth periods in the company’s history. “As consumer preferences change, Swisher is uniquely positioned to deliver high-quality, innovative products at scale,” Kiely said during the announcement at the JAXUSA Partnership luncheon.

The company’s decision to invest in automated manufacturing reflects broader trends in advanced production. Automation allows manufacturers to increase output while maintaining consistent quality standards, reduce per-unit costs, and respond more quickly to changing market demand. For a company expanding into new product categories, automated systems provide the flexibility to adjust production volumes without proportional increases in labor costs.

The announcement coincided with an economic development agreement with the state and the city. Jacksonville Mayor Donna Deegan noted that Swisher is an iconic company whose expansion in historic Springfield represents a welcome investment in the community’s manufacturing and innovation. “Their enduring commitment to Jacksonville continues to benefit our local economy,” Deegan said.

The Jacksonville City Council approved the project in August under the name Project Newark. Economic development agreements often include performance-based incentives tied to job creation targets and capital investment milestones. For manufacturers considering significant expansions, understanding available state and local incentives can affect project economics and timing decisions.

Understanding how to structure major capital investments and maximize available incentives requires careful financial planning and coordination with economic development agencies. Our team helps manufacturers evaluate expansion opportunities, analyze project economics, and identify tax credits and incentives that improve project returns. Visit our Manufacturing Services page to see how we support manufacturers planning growth investments.

Workforce Development Focus Supports Regional Employment

Swisher will work with local community partners to recruit northeast Florida residents for advanced manufacturing roles. The company said the effort is intended to ensure the project’s economic benefits, job opportunities, and workforce development initiatives reach the broader community. This approach reflects growing recognition among manufacturers that community investment and workforce development support long-term business success.

The 240 new jobs represent a significant addition to Jacksonville’s manufacturing employment base. Manufacturing jobs typically offer above-average wages and benefits compared to other sectors. For the Springfield neighborhood and surrounding areas, the expansion provides career opportunities in advanced manufacturing roles that support family-sustaining incomes.

Advanced manufacturing positions often require specialized training in automation systems, quality control processes, and production management. Manufacturers investing in automated systems must also invest in workforce training to ensure employees can operate and maintain new equipment effectively. Companies that partner with local educational institutions and workforce development organizations can access training resources and build pipelines of qualified candidates.

For manufacturers planning expansions that require significant workforce additions, developing recruitment and training strategies early in the project timeline helps ensure adequate staffing when new facilities come online. Managing workforce costs, understanding available training incentives, and planning for phased hiring based on production ramp schedules all affect project success.

Strategic Growth in Changing Consumer Markets

Swisher sells tobacco and alternative products under several divisions, including Swisher Sweets Cigar Co., Drew Estate, Hempire, and Rogue. The company’s expansion into nicotine and caffeine oral pouch products reflects strategic positioning in response to changing consumer preferences and regulatory environments affecting traditional tobacco products.

Manufacturers serving consumer markets must respond quickly to shifting demand patterns. Companies that can scale production efficiently while maintaining product quality gain competitive advantages over slower-moving competitors. The decision to invest in automated manufacturing capacity positions Swisher to meet current demand while building flexibility for future product innovations.

For Jacksonville’s broader manufacturing sector, Swisher’s investment signals confidence in the region’s workforce, infrastructure, and business climate. Large-scale manufacturing expansions often support growth among suppliers and service providers, creating economic benefits beyond the direct jobs and capital investment announced by the primary employer.

Looking to strengthen your plant’s financial performance and long-term strategy? Our advisors help manufacturers manage margins, plan capital investments, and support profitable growth. Connect with our manufacturing team to discuss how to evaluate expansion opportunities and strengthen your manufacturing operation’s financial foundation.

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Looking to strengthen your plant’s financial performance and long-term strategy? Our advisors help manufacturers manage margins, plan capital investments, and support profitable growth.

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