Cleaning products trade group adopts fresh identity

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Cleaning products trade group adopts fresh identity

By Gina Acosta - 02/05/2018

The Consumer Specialty Products Association has a new name that spotlights the trade group's work on behalf of CPG manufacturers and distributors.

The group has officially changed its name to the Household & Commercial Products Association. HCPA says it aims to enhance its brand identity to more directly reflect who its members are, what they do and how they significantly contribute to the U.S. economy.

“To most effectively advocate for our members and our industry before policymakers and regulators, we need to communicate our public policy objectives more clearly and consistently,” said Steve Caldeira, HCPA president and CEO. “A major part of that effort is making sure that our industry identity is properly understood.”

According to HCPA, the new name strengthens the group's reputation as a trade association that collaborates with NGOs, allied trade associations and other diverse stakeholders in the Washington, D.C., business community. 

A new tagline, “Innovative Products for Home. Work. Life.” underscores the industry’s commitment to consumers and workers, and affirms the substantial role household and commercial products play in every aspect of our daily lives, HCPA says.

“The organization’s commitment to creative collaboration will remain steadfast to ensure a common-sense business environment that enables product innovation, job creation and economic growth,” said David Campbell, HCPA Chairman and vice president, regulatory and government affairs, RB, North America. “HCPA’s new identity will only serve to strengthen its leadership potential among key constituencies in our industry, policymakers and with the media.”