The 110-year-old Grocery Manufacturers Association (GMA) officially transitions to a new name on Jan. 14 as the Consumer Brands Association (CBA). The rebrand was announced last year and was set into motion about 18 months ago when the Washington, D.C.-based association named Geoff Freeman its new CEO.
After some stumbles last decade, mainly on its stance on GMO labeling and a declining membership, Freeman announced a new direction for the organization in a letter to members. He outlined a plan to become the association for consumer-facing brands. The renaming and rebranding underscores the renewed goal and expanded focus of CBA's new agenda as a champion for consumers and the industry, whose products Americans depend on every day, according to the association.
“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,” Freeman said.