The Flexible Packaging Association (FPA) announced the formation of its Brand Owner Council on 14 October 2026 in Annapolis, Maryland, naming Kraft Heinz, PepsiCo and Procter & Gamble as its inaugural members.
The council is a new FPA membership category intended to bring brand owners into discussions with flexible packaging converters, suppliers and policymakers. Its stated purpose is to address challenges across the flexible packaging value chain and provide brand owners with a direct role in association discussions.
According to FPA, the council will facilitate exchanges on packaging innovation, sustainability and business issues. It was established in response to changing consumer expectations, sustainability objectives and regulatory requirements affecting packaging.
The association identified three priorities for the council: advancing flexible packaging circularity, packaging design and sustainability initiatives; supporting consumer education about the environmental benefits and circularity potential of flexible packaging; and incorporating brand owner perspectives into FPA advocacy and public policy activities.
“The launch of the Brand Owner Council marks an important milestone for FPA and the flexible packaging industry,” said Dan Felton, FPA President and CEO. “By bringing together leading consumer brands with packaging manufacturers and suppliers, we are creating a powerful forum for thought leadership that will help drive innovation, support sustainability goals, and better position the industry for future growth.”
The association said participation is expected to expand beyond the three founding brand owners as additional companies join the council.
FPA said the new structure is intended to strengthen engagement among participants along the flexible packaging supply chain, allowing them to share information, examine emerging challenges and identify opportunities related to the use and performance of flexible packaging. It will operate as part of the association’s membership framework.