Duncan Bannatyne, the entrepreneur known from Dragons' Den and a former smoker himself, travels to Malawi to investigate why a British cigarette company behind brands like Embassy, Pall Mall, and Benson & Hedges is expanding aggressively in Africa as Western smoking rates fall. He meets children as young as eleven who smoke ten cigarettes a day and who also sell them for a living, and talks to tobacco growers about the crop's place in the local economy. Away from the investigation, he cooks dinner alongside the kitchen staff at a Malawian school and deals with a cockroach in his hotel room, footage that keeps the film from playing purely as exposé. Bannatyne gathers evidence of the company's marketing practices on the ground, then carries it back to London for a direct confrontation with the executives responsible. The film treats the trip as both a business investigation and a personal one, following a man who quit smoking himself trying to work out how much responsibility a company bears for who takes it up next.