Today, the Grocery Manufacturers Association (GMA) announced plans to change its name next year. GMA will become the Consumer Brands Association (CBA) effective January 2020. 

 “We represent an industry of iconic brands that are innovative, forward-looking and touch the lives of every American,” says GMA president and CEO Geoff Freeman. “As the new Consumer Brands Association, we are making a game-changing shift to unite the totality of the consumer packaged goods industry around a focused, proactive agenda that aligns with the values of the brands we represent and the consumers they serve.”

CBA will focus on four core areas: enhancing packaging sustainability; championing smart regulation; creating frictionless supply chains; and building trust in consumer packaged goods, while also advancing a narrative about the industry’s vast social and economic impact.

“Renaming and rebranding this organization is symbolic of a larger realignment with the consumer packaged goods industry’s consumer-first priorities and our desire to have a more open and transparent dialogue with policymakers, customers and consumers,” says Jeff Harmening, chairman of the board and CEO of General Mills. “I’m excited about this defining moment and the tremendous opportunities it presents to champion product innovation, choice, and affordability.”

The association will continue to operate as GMA through the end of 2019.

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