Global Collaboration and Strategic Advocacy: How NWPCA is Leading the Way in the Wood Pallet Industry
In an increasingly interconnected world, industries must think beyond local markets to remain competitive and relevant. The National Wooden Pallet & Container Association (NWPCA), under the leadership of President & CEO Brent McClendon and Vice President of Public Affairs Jason Ortega, exemplifies how strategic global collaboration and targeted advocacy can drive industry-wide success. In a recent interview with The A100, McClendon and Ortega shared insights into how NWPCA has expanded its influence globally while providing tangible value to its members.
Pallets Move the World: The Power of a Global Industry
The tagline “Pallets move the world” perfectly encapsulates the essential role that wooden pallets play in the global economy. According to McClendon, 90% of all goods worldwide are transported on wooden pallets, making them a critical component of global trade. This reality has naturally led NWPCA to engage in conversations and partnerships that extend well beyond U.S. borders.
With members in 40 countries, NWPCA is not just a national association; it is a global player in the wood packaging industry. McClendon explains that the association’s approach to global engagement is multifaceted, involving partnerships with existing trade associations, the creation of new associations where none exist, and offering valuable tools like the Pallet Design System™ (PDS) to members worldwide.
In countries with established trade associations, NWPCA works collaboratively to support their growth and effectiveness. For instance, NWPCA has exclusive marketing agreements in place in several countries, allowing local associations to offer the PDS™ software at a significant discount to their members. This not only strengthens the bond between NWPCA and these associations but also promotes safety and quality assurance through improved pallet design globally.
In regions where no trade associations exist, NWPCA has taken the initiative to establish them. A prime example is Mexico, where NWPCA launched a new association that has since tripled its membership and consistently sells out its events. This proactive approach has allowed NWPCA to expand its influence and support the growth of the wood packaging industry in regions where it was previously underrepresented.
Advocacy on a Global Stage: Protecting the Industry
As Ortega highlights, the global nature of the supply chain means that regulatory policies in one region can have far-reaching implications. Increasingly, governments are enacting policies that aim to set standards on a global stage, particularly in areas like sustainability. This has drawn NWPCA into global advocacy efforts, ensuring that policies affecting the global wood packaging industry are fair and workable.
One of NWPCA’s most significant advocacy successes occurred in Brussels, where the European Union was considering packaging regulations aimed at reducing waste. While the goals of the legislation aligned with the wood packaging industry’s long standing focus on sustainability, the initial draft of the policy failed to take into account the unique characteristics of wooden pallets.
Recognizing the potential impact on the industry, NWPCA engaged closely with EU decision-makers and partnered with trade associations in Canada, the UK, Ireland, and the EU, as well as government representatives from Canada and the U.S. in Brussels. Through consistent communication and collaboration with key stakeholders, NWPCA successfully influenced significant revisions to the proposed regulation, ensuring it would support rather than hinder the wood pallet industry’s sustainability efforts.
Ortega emphasizes that such successes are only possible with reliable, data-driven advocacy. NWPCA’s Pallet Foundation plays a crucial role in this regard, funding around $1 million annually in research projects aimed at improving industry safety and environmental sustainability. The data generated from this research, particularly on the lifecycle impact of wooden pallets, provides the foundation needed to engage policymakers effectively.
Strategic Focus: Leveraging Global Partnerships
Managing advocacy efforts across multiple countries can be overwhelming, but NWPCA has developed strategies to make this manageable. Ortega explains that the association relies heavily on collaboration with other trade associations and its members in various countries to flag potential regulatory issues. This networked approach allows NWPCA to focus its resources where they are most needed, ensuring that the association can be effective without becoming stretched too thin.
McClendon adds that NWPCA’s advocacy work is guided by a strategic plan that reflects the shared mission and vision of its members. While the association remains deeply committed to its U.S. members, it increasingly finds the need for international advocacy efforts due to the global nature of its members’ businesses.
Looking ahead, NWPCA aims to continue expanding its global presence, providing more training and resources to members worldwide, and deepening its collaborations with trade associations in other countries. McClendon and Ortega view this as a strategic step towards creating an interconnected global network that will drive innovation, collaboration, and provide members with access to international markets and growth opportunities within the wood packaging industry.
The Future of Global Collaboration
NWPCA’s approach to global collaboration and strategic advocacy offers valuable lessons for associations of all sizes. By leveraging partnerships, focusing on data-driven advocacy, and maintaining a clear strategic focus, NWPCA has successfully expanded its influence and provided significant value to its members. As the global economy becomes increasingly interconnected, other associations would do well to follow NWPCA’s lead in thinking globally and acting strategically.
