Consumer Brands Association CEO leaving to lead travel group

Dive Brief:

• The Buyer Models Association said its president and CEO Geoff Freeman is leaving the trade group after four yrs to direct the U.S. Travel Affiliation. He commences his new position on Sept. 1.
• Jeff Harmening, board chair at CBA and CEO of Normal Mills, stated in a statement the trade group “will get started the method of doing the job with Geoff on a transition approach and figuring out his successor.”
• Freeman’s departure comes at a time when the food and beverage marketplace is grappling with inflation, supply chain troubles, labor shortages and problems tied to the ongoing pandemic.

Dive Insight:

During Freeman’s tenure at the CBA, he has performed a important part in stabilizing an business that was having difficulties mightily in advance of his arrival. Considering the fact that he took over, CBA modified its identify from the Grocery Brands Affiliation, concentrated its priorities and welcomed associates to the trade team — like some like Campbell Soup who still left a few several years previously after getting at odds about the organization’s positions.

As an alternative of concentrating on divisive points these types of as individual substances and nutritional problems, Freeman mentioned in a 2019 interview with Foods Dive that he would as an alternative use the group to choose action on the large issues everyone could concur on. The group’s priorities turned smart regulation, provide chain problems, building and retaining purchaser trust and sustainability.

The shift in strategy worked. CBA, which signifies additional than 70 CPG businesses covering nearly 2,000 manufacturers from across industry sectors this sort of as food and beverage items, cleansing and own treatment, has witnessed its revenues swell approximately 50{6932ee47e64f4ce8eedbbd5224581f6531cba18a35225771c06e4f1b3f0d9667} during the earlier three decades, according to Harmening. “Today, our sector is united driving a powerful coverage agenda and speaks with a powerful, pro-client voice,” he claimed.

Previously this thirty day period, the CBA welcomed quite a few food organizations, including meat processor Smithfield Meals, almond producer Blue Diamond Growers, tuna and seafood producer Bumble Bee Food items and J&J Snack Food items. At the time, CBA mentioned two many years just after rebranding and overhauling its priorities, it has noticed a 35{6932ee47e64f4ce8eedbbd5224581f6531cba18a35225771c06e4f1b3f0d9667} increase in membership. 

“Everyone in Washington — and even organizations in our very own field — was all set to proclaim our association dead,” Freeman mentioned in March. “But there was a obvious need to create an organization that this critical marketplace justifies.”

The CBA will no doubt be doing the job to speedily fill Freeman’s role soon after his departure, which will come at a relatively inopportune time.

Numerous of the issues that are prime priorities for CBA, this sort of as sustainability and the provide chain, are hot-button troubles right now for lots of of its users in a complicated business environment that is perplexing even the most seasoned CEOs. CBA likely has management in position to go on crafting its concept and operating as a liaison with its users. But losing Freeman, supplied his achievements at the team, is a challenging blow for the business.