The new head of the Grocery Manufacturers Association spelled out his vision for the troubled association in a blog post Tuesday, promising to reshape the image of the industry it represents and to rethink its advocacy agenda.

Geoff Freeman became chief executive of GMA in August following the departure of Pamela Bailey. The group has lost at least eight high-profile members over the past year and seen significant turnover in senior staff.

Commenting on his first 100 days at the association, Freeman said GMA was pivoting from "defense to offense." The food industry has faced significant challenges in recent years as consumer demand has increased for healthier and environmentally sustainable foods. Disagreements on how to respond to that change—on issues such as whether to oppose or support labels for genetically modified foods—is reportedly what led some of GMA's members to leave the organization.

Freeman laid out three broad "pivots" for GMA "to provide our core membership with an association that can capture their imagination and deliver on their goals." They are:

Promoting growth by broadening the association's advocacy agenda. "At present, we are myopically focused on the food and beverage product: ingredient, nutrition and safety. Moving forward, we will expand our horizons to focus on removing frictions within packaging, supply chain and customer generation that pose barriers to growth."

Establishing a proactive agenda. "Going forward, our proactive agenda will be framed by three questions: What can we do for the industry that members alone cannot achieve? What are our top priorities? And, what is the strategy that will empower us to achieve our objectives?"

Highlighting the industry's economic footprint and social contributions. "(I)nstead of aggressively communicating these benefits, GMA is silent. Our critics, on the other hand, relentlessly shape a counter narrative about ‘Big Food' - and they are winning. Their voices, left to echo through our silence, define our industry as indifferent or even hostile to the needs of consumers."

Freeman also spelled out coming changes to help GMA achieved the goals he outlined. They include streamlining the association's legacy committee structure, focusing on projects that help the broader industry instead of a select few companies, and leading an "an ongoing, research-based campaign" to shape public perception of the industry.

"As we arrive at this critical moment of strategic clarity, I am convinced that GMA's best days are ahead," Freeman said. http://bit.ly/2KqDopr

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