Make us your home page
NO. 1

Tampa Bay's No. 1 small top workplace: White Cloud Electronic Cigarettes


White Cloud Electronic Cigarettes' sprawling new headquarters was, one might assume, designed by a teen with his mom's credit card. Nerf darts whistle among a stereo booming old-school hip-hop, an Xbox 360 and a game of ladder toss. Upstairs, executives convene for a meeting on beanbag chairs with their "head of legal," a parakeet. "We try to eschew the typical corporate persona," founder Matt Steingraber says, redundantly, after a recent company barbecue, while wearing owl-eyed Oakleys and a Cap'n Crunch T-shirt. "We don't want to come into work with people who hate us, or think we're a--holes, or unreasonable," he says, shifting atop his beanbag. "We're not overlords constantly injecting our own DNA into every little thing. Everyone has a say." Catching too many stoner vibes to take them seriously? Let this blow your mind: Whatever they're doing, it's working. Employees love White Cloud so much they voted it the best small business in the Tampa Bay Times' survey of Top Workplaces.

The Tarpon Springs upstart, already an institution in America's $1.5 billion e-cigarette industry, has in half a decade bloomed to 85 employees and $14 million a year in revenue, which has doubled every year since launch.

But even as White Cloud has exploded from slinging e-cigs in mall kiosks to a global enterprise, workers have celebrated the company's creative goal-setting and openness to employee ideas, from buying company bicycles for leisurely break-time rides to testing and selling new flavors of their nicotine-infused "e-liquids."

White Cloud's growth highlights how much the Internet today can help even a niche startup accomplish. Though ostensibly a small business, the firm has coordinated with manufacturers in China, invested heavily toward research and design and shipped its products within days down the street or across the globe.

Their industry sits on a slippery cliff: Neither e-cigarettes nor e-liquids are regulated, though the Food and Drug Administration says guidelines are to come. And though e-cigs are seen as safer than cigarettes, research into the long-term effects of sipping on nicotine vapor could still be years away.

But the founders say their employees, most of them former smokers, are fueled by the belief that they are helping undercut Big Tobacco's lethal cigarette juggernaut.

"Being part of a company that is saving lives everyday," one worker said, "is incomparable to anything out there."

• • •

Years before they opened their 20,000-square-foot headquarters, White Cloud's founders — Danielle Steingraber, 34; her husband, Matt, 35; and their former coworker, Michael Murray, 38 — spent every morning hovering over laptops in a cramped Volkswagen Jetta.

Their fledgling e-cig business depended on a ring of Tampa Bay mall kiosks, all with one employee each, so every day meant a long slog of cash drops, on-the-spot training and attempts to convince shoppers that the battery-powered nicotine sticks were more than a passing fad.

The group had literally stumbled into e-cigarettes, or at least their vapor cloud, while at a trade show in Las Vegas, scrounging for ideas for an online storefront they envisioned would sell gift bags.

At a booth, they discovered that e-cigs, which heat e-liquid into a wispy, smokeless vapor, looked like cigarettes but were cleaner, sleeker, safer and virtually unknown.

"I thought, 'This is just going to be the next rocket to outer space,' " Matt Steingraber said. "It was the equivalent of going back in time to horseless carriages and seeing an automobile."

Their first days as a distributor for a Miami e-cig manufacturer proved disastrous: Mall sales were erratic, and most of the early e-cigs proved defective. So in 2009, they decided to build their own, looking up component manufacturers on global-trade sites like Alibaba and booking $1,600 self-funded plane tickets to Shenzhen, China's industrial core.

Relying on overseas engineers and factory workers for their chargers, batteries, e-liquid cartridges and boxes was a risky gamble, Murray said, adding, "You can get skinned very quickly over there if you don't know what you're doing."

But within months, they had worked out kinks in their blueprints, poached a product manager from a Chinese engineering firm and begun shifting most of their manufacturing and assembly to Tampa, where they could more closely oversee the work.

This year, they also upgraded their corporate offices from a cavernous, windowless "dungeon" at the Westfield Countryside Mall to a Tarpon Springs distribution center and headquarters five times larger than their former space.

Their new offices are an island of lightness in an otherwise dingy industrial park, with breezy work spaces, sky-blue walls and not a whiff of smoke or tar. "Picker packers" pull on sweet-smelling e-cigs while sorting through the spotless warehouse's $1 million in ready-to-move inventory.

Rob Burton, White Cloud's director and head of corporate and regulatory affairs, said the wide-open workplace is all about having "the space to be creative." But like its name and product design, it also helps differentiate the company from much of the nascent e-cig industry's shadowy underground repute.

"Most (e-cig) advertising was very dark, black, gangster-looking, but this," said Danielle Steingraber, gesturing to one of the company's Cirrus 3 e-cigs, "is so clean. It should be light and airy and inviting. We need to be different."

• • •

It's no coincidence that White Cloud is an incredibly young company, launched by and composed of largely 30-somethings. Burton, who last worked at British American Tobacco, the world's second-largest tobacco giant — and, at 48, is White Cloud's oldest employee — said the youthfulness allows the company to have "way less baggage."

"We can be a little more creative, more relaxed and dynamic. The industry's changed so quickly, you need an organization that's willing to change and be ahead of it," he said. "If you have the traditional older-style company, its sometimes like steering a supertanker. It takes a while to actually turn. We consider ourselves a bit more agile."

But even with many of their workers still in their salad days, White Cloud's founders take a hands-off approach at guiding their employees' work. They pride themselves on a flat hierarchy, with little of the teetering bureaucracy that can slow companies to a crawl.

"We don't want to dictate or micromanage. That's very time-consuming and tiring," Danielle Steingraber said. "We want people who are intelligent and can do what they need to do, and do it well."

Of course, not all of that energy ends up spent behind a cubicle, which is exactly what the founders want. They encourage creative touches, like taping a moving-day video in which employees are seen riffling through boxes while "vaping" on the company's e-cigs or the Pez-dispenser-lined cubicle of Lily Hoddinott. White Cloud's 28-year-old social media coordinator also displays a sign from China with a Mandarin refrain that seems to have lost something in the translation: "Smoking Make You Feel Fine Like Your Soul Dancing in the Sky."

But the firm is serious about competing with not just other e-cig makers, but Big Tobacco, which has increasingly become a contender in the battle over e-cigs' market share. Some have worried tobacco giants could end up stealing the market e-cig startups built from scratch.

"It's like going to a nightclub, chatting up a girl all night," Burton said, "and then somebody comes in and takes her to bed."

Last year, White Cloud inked a research partnership with University of South Florida marketing professors to learn more about how to entice smokers looking to switch to e-cigarettes. They've built a "puffing machine," which looks a lot like a high-school science experiment, to standardize e-cig puffs and invested in an improved age-verification system to keep kids away from their online store.

But the founders say their workforce could prove to be the most powerful key to keeping them competitive. To help, they say they're setting up their office as a kind of modern playground — and letting their workers explore.

"They've got guide rails and a group for support, but they want to get there on their own," Matt Steingraber said. "So we provide the conduit where they can have success. They can look back and say, 'I did this.' "

Contact Drew Harwell at (727) 893-8252 or


Patti Ray

Title: Corporate administrator

Age: 43

Tenure with White Cloud: Five years

"At other places, if I had this idea or wanted to do something, I always had the roadblock put up: 'We don't do things that way.' Here, it's the opposite. You know, if I say, 'I kind of want to try this or that,' they say, 'Do it, see what happens, implement it, measure it.' "

"That not only empowered me, it helped me empower the rest of the team. Knowing that ideas are not shunned, and that we will seriously consider things that everybody wants to do. ... One change (on how the company processes returns and exchanges) brought in thousands of dollars, just through that."

"It's really incredible to see the growth, to be involved ... to know the three owners are not untouchable up on the 20th floor. ... To be honest, I always used to talk about my dream job, and this is it for me. To be able to start with a small company and work my way up — to really feel like I created value."


Brianna Tereszczyn

Age: 26

Title: Customer service

Tenure with White Cloud: Hired in March

"I heard of the company when I worked for the Postal Service, which was a lot more structured, with a union and so many restrictions on things that could be done. There were so many more employees, too, so you didn't get that one-on-one feel.

On my first day, it happened to be International Waffle Day. They made waffles for every employee here. It was something I wasn't really used to in a work environment.

In training, I have my whole itinerary set up. They've just gone really above and beyond to make sure I'm comfortable. It kind of made me excited. I told my boyfriend I was sad the weekend's coming up, because I can't even go into work."


White Cloud Electronic Cigarettes

Founded in 2007 by Michael Murray, Danielle Steingraber and Matt Steingraber and based in Tarpon Springs. Employs 85 across the country, including 60 in Tampa Bay, with $14 million a year in revenue.

I love my job because

… I'm able to grow, learn and achieve, and feel valued.

… I have the freedom to try out new ideas.

… I help people every day, and there are a lot of bonuses, which make time fly.

… I make a difference.

… Working at White Cloud is low stress, and we are encouraged to participate in the planning and direction of the company's future.

Now that the economy is getting better, what steps

is the company doing to retain its best employees?

• "Keeping employees at the top of the priority list;" after a poll of employees, the company will install shade sails to cool off parking lot

• Fun and games: corn hole, pingpong, ladder golf, bubble hockey, pinball, a popcorn machine

• On-site fitness center, with free weights, cardio machines, showers and a massage chair

• Special events: Waffle Day, Cotton Candy Bubble Gum Day, etc.

• Zen garden, now in design, for outdoor lunches and unwinding

• "Our moral tenet: Empowering people to be great and do an amazing job. People need to feel respected and valued. I believe we pay that out in spades everyday."

1. White Cloud Electronic Cigarettes

2. Meridian Asset Services

3. FairWarning

4. Bouchard Insurance, Inc.

5. Fintech

Tampa Bay's No. 1 small top workplace: White Cloud Electronic Cigarettes 04/11/14 [Last modified: Friday, April 11, 2014 11:03am]
Photo reprints | Article reprints

© 2017 Tampa Bay Times


Join the discussion: Click to view comments, add yours

  1. New town homes sprouting in Oldsmar

    Real Estate


    Times Staff Writer

    OLDSMAR — City officials have been chipping away for several years on a downtown development plan, bringing new life to a 7-acre site on State Street. One day in the not-far-off future, they want to lively streets and walkways used by residents and …

  2. Study: Tampa Bay a top market for homebuyers on the move

    Real Estate

    The Tampa Bay area is among the top markets for homebuyers who are likely to move in the next few months, ATTOM Data Solutions says.

    The Tampa Bay area is among the top markets for homebuyers who are likely to move in the next few months, a survey found.
[Associated Press file photo]
  3. Ousted to political Siberia by Corcoran, Kathleen Peters sets sights on Pinellas Commission

    State Roundup

    TALLAHASSEE — The perks of power in Tallahassee are a coveted chairmanship, a Capitol office in a prime location and a prominent seat on the House floor. Now Rep. Kathleen Peters has lost all three, but here's the twist: Her trip to "Siberia" might actually help her reach the next step on the Tampa Bay political …

    Rep. Kathleen Peters, R-South Pasadena, has been relegated to the back row in the State House chamber, moved to a fouth floor office and stripped of her job as chairwoman of a House subcommittee after a series of disagreements with House Speaker Richard Corcoran. [SCOTT KEELER | Tampa Bay Times]
  4. UPS relocates express operations from St. Pete-Clearwater to TIA


    TAMPA — United Parcel Service Inc. is switching airports for its express air operations. Beginning in October, UPS will relocate from St. Pete-Clearwater International Airport to Tampa International Airport.

    Beginning in October, UPS will move from St. Pete-Clearwater International Airport to Tampa International Airport. [Associated Press file photo]

  5. Richard Corcoran takes aim at public financing of campaigns

    State Roundup

    TALLAHASSEE — House Speaker Richard Corcoran, R-Land O'Lakes, may not be running for governor — not yet anyway — but his latest idea will get the attention of those who are.

    House Speaker Richard Corcoran wants the Constitu?tion Revision Commis?sion to ask voters to repeal the state’s system of partial financing of statewide elections.