Grocery group gets rebranding

Grocery group gets rebranding
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The Grocery Manufacturers Association (GMA), the trade association for consumer packaged goods companies, is changing its name to the Consumer Brands Association, effective January 2020. 

“We represent an industry of iconic brands that are innovative, forward-looking and touch the lives of every American,” Geoff Freeman, the CEO of GMA, said in a statement. “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.”

GMA, which is 110 years old, also released a new advocacy agenda with a focus on four core pillars: enhancing packaging sustainability, championing smart regulation, increasing frictionless supply chains, and detailing the social and economic impact of the industry.


“Renaming and rebranding this organization is symbolic of a larger realignment with the CPG industry’s consumer-first priorities and our desire to have a more open and transparent dialogue with policymakers, customers and consumers,” Jeff Harmening, chairman of the board and CEO of General Mills, said in a statement. 

The grocery industry has been divided in Washington. The Sustainable Food Policy Alliance was formed as a competitor in July 2018 by four food companies: Danone North America, Mars, Nestlé USA and Unilever United States.

The alliance is focused on food policies that reduce impact on the planet and cut greenhouse gas emissions, among other issues.

Freeman was named CEO of GMA in August 2018 after previously being at the helm of the American Gaming Association. Freeman has brought changes to the group and a restructuring of its top levels. 

His first big hire was Bryan Zumwalt, who was named executive vice president of public affairs of GMA in July. He previously was vice president of federal affairs at the American Chemistry Council.