As we embark on a new era for NCA and our industry with our “Thrive in 2025” strategic plan, I’m beginning to think our focused approach to advocacy and communications couldn’t be more aptly named as we kick off the next five years with a total refresh of NCA’s visual identity. I am proud of the result, and I believe it reflects the fun and unique nature of chocolate and candy and the joy and sweetness consumers associate with our member companies’ brands.
Successfully tackling this challenge required our entire team, the NCA Board of Trustees and many of our stakeholders to modernize our brand identity, challenging the norm for trade associations and embracing a path that will carry us into the future. But what was so special and unique about our process is that the Young Professionals Network (YPN) Future Leadership classes of 2016, 2017, 2018 and 2019 were the main architects of this new strategic plan. The result is a new consumer-centric style that embraces the special connection we all have with chocolate and candy and continues to build on our reputation as best-in-class in the Beltway.
The new website is streamlined in its layout and is full of informative content curated to focus on our work with our member companies and advance our policy priorities in Washington, D.C. The new brand will be reflected at future NCA signature events, in our annual report and in the annual Sweet Insights: State of Treating report we release each spring. Additionally, those looking forward to streaming more of NCA’s award-winning series, The Sweet Life, will see new episodes with our updated look in the next few months.
As we begin a five-year journey under our “Thrive in 2025” plan, I know we will build on our previous successes and face the future with confidence in our capabilities to take our industry to the next level. This new bright and modern brand is a visual commitment to that ideal. Not unlike what we are facing in 2020, many challenges still lie ahead for us to overcome in the years ahead. The work we are doing now positions us to create future opportunities that will support the confectionery industry and the nearly 600,000 American jobs associated with it.
With this new brand and vision for our collective future, NCA is well-positioned to advocate and communicate on behalf of the industry in Washington and create an atmosphere in which we can all “thrive” – through 2025 and beyond.
While you are here visiting us at CandyUSA.com, be sure to look around a bit. We have a powerful story to share with you.
John Downs is the president and CEO of the National Confectioners Association, a trade association based in Washington, D.C., representing the nation’s candy makers.