FPA launches brand owner council with Kraft Heinz, PepsiCo, P&G

USA – The Flexible Packaging Association has formed its new Brand Owner Council and welcomed inaugural members Kraft Heinz, PepsiCo and Procter & Gamble, bringing brand owners, converters and suppliers together to address shared challenges.

The Brand Owner Council is a new membership category within the association designed to give brand owners a direct voice in shaping the future of flexible packaging. 

The council will create opportunities for shared learning among brand owners, flexible packaging converters, suppliers and policymakers on issues that most directly affect packaging innovation, sustainability and business growth.

Focus Areas Cover Circularity and Consumer Education

Key areas of focus include helping advance flexible packaging circularity, design innovation and sustainability initiatives; supporting consumer education on the environmental benefits and circularity potential of flexible packaging; and integrating a collective brand owner perspective to elevate the association’s advocacy and public policy efforts. 

These priorities reflect growing pressure on the sector to demonstrate recyclability progress while defending flexible formats against blanket restriction proposals.

Format Positioned on Resource Efficiency and Carbon Footprint

As consumer expectations, sustainability goals and regulatory requirements continue to evolve, flexible packaging remains at the forefront of packaging innovation. 

The association said flexible packaging offers one of the most resource-efficient formats and among the lowest carbon footprints of major packaging options, playing a critical role in helping companies meet both environmental and performance objectives. 

Lightweight construction reduces material consumption and transport emissions, though flexible formats remain difficult to recycle in many collection systems.

Leadership Frames Council as Thought Leadership Forum

Dan Felton, president and chief executive of the association, said the launch of the Brand Owner Council marked an important milestone for the association and the flexible packaging industry. 

He added that by bringing together leading consumer brands with packaging manufacturers and suppliers, the organisation was creating a forum for thought leadership that would help drive innovation, support sustainability goals and better position the industry for future growth. 

The association expects the council to continue growing as additional companies join the effort to advance packaging innovation, accelerate sustainability progress and strengthen collaboration across the flexible packaging value chain.

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