Originally Appeared in Presence Marketing News, October 2019
By Steven Hoffman
The Grocery Manufacturers Association (GMA), representing some of the world’s largest consumer packaged goods companies, on September 26 announced it will change its name to the Consumer Brands Association (CBA), effective January 2020. The new identity is part of a sweeping overhaul of the 110-year old trade organization, led by President and CEO Geoff Freeman and the GMA board of directors. “We represent an industry of iconic brands that are innovative, forward-looking and touch the lives of every American,” Freeman said. As the new Consumer Brands Association, we are making a game-changing shift to unite the totality of the consumer packaged goods (CPG) industry around a focused, proactive agenda that aligns with the values of the brands we represent and the consumers they serve.” In a statement GMA added, “This is about more than a new name or new logo. Our brand change reflects a sea change — we are a new organization, representing the totality of the consumer packaged goods industry and establishing a new presence in Washington and beyond. The transformation of our organization reflects today’s era of transparency and consumer-first thinking.” GMA says its new advocacy agenda represents the broader interests of a modern CPG company by focusing on four core pillars: enhancing packaging sustainability; championing smart regulation; creating frictionless supply chains; and building trust in CPG, while also advancing a narrative about the industry’s social and economic impact. GMA recently released the industry’s first-ever economic study, which found the CPG industry supports more than 20 million American jobs and contributes $2 trillion to the country’s GDP.