ARLINGTON, Va. — The Consumer Brands Association (CBA) today launched a major campaign to boost consumer transparency across the packaged goods industry, supported by a six-figure advertising budget and marked by the inaugural National Consumer Transparency Week, taking place December 1–5.
The initiative highlights the CPG sector’s long-standing efforts to provide shoppers with clearer information about the products they use daily, from food and beverages to household and personal care items. Throughout the week, CBA will showcase well-known industry tools like SmartLabel and Facts Up Front, along with newer resources such as the Food Processing Facts website.
A new 30-second ad titled “Grow Your Own” debuts today across TV and digital platforms in the Washington, D.C. market, with additional advertising to follow. The campaign also introduces a consumer-facing website, TruthAboutIngredients.org, that offers straightforward, science-based information about product ingredients and manufacturing.
“The makers of America’s favorite household brands have long been committed to transparency and empowering consumers to make informed purchasing decisions about the products they rely on. But we also know consumers expect more information today about what’s in their products,” said Melissa Hockstad, president and CEO of Consumer Brands. “Consumer Brands is proud to launch this exciting new campaign that puts transparency, safety and the consumer front and center and emphasizes the industry’s commitment to a healthier America.”
The ad humorously contrasts the idea of “growing your own” food with the practicality of safe, nutritious and affordable packaged goods. It underscores that while expectations around food are rising, CPG companies are expanding transparency efforts to ensure consumers “always have confidence about what’s on the table.”
