January-February 2019

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I n business and at home, we set goals and objectives to help us do and be better. The roadmap is typically similar: Identify the situation, look for the opportunity, and create a strategy. At NWPCA, we have the strategic plan to help guide and give us focus. In our case, it gives us great clarity. Expand PDS, globally, to make it the international standard, or put another way, the international language of pallet design. Raise NWPCA's profile as a problem solver. Bring together the global wood packaging community. So how do we as an association get there? In a similar fashion to how you manage your business. We raise our profile, build on our brand, expand our impact. A recent Forbes article discusses how branding is one of the most important activities your business can engage. Our brand is known and recognized; we are the global thought leader for the wood packaging community. And now it's time to grow that, and to elevate our profile both domestically and globally. The Forbes article highlights three tips for elevating your brand: (1) Know Thyself and Align – what it says: The most fundamental part of branding is truly understanding who you are so that you can align all of your actions and your environment. Align all parts of your life consistent with your brand. For NWPCA, this is most evident where we are creating new and expanding existing partnerships with other organizations. We actively participate on their boards of directors or work collaboratively on projects with them. We're also conducting essential research, like the Environmental Product Declaration project, to fundamentally change the conversation and advance wood pallet's sustainability message. (2) Create High-Profile Events – We hosted Interpal, the largest to-date gathering of the international wood packaging community and launched the new Global Wood Packaging Forum website. You'll see NWPCA exhibiting and presenting May 27-31 at Ligna, a large equipment show in Hannover, Germany, along with much greater exposure at events in the U.S., from our DC Fly-In conference in June and a high-profile PAC event, to our Fall plant tours, you'll see more from NWPCA. (3) Partner with an Expert – NWPCA has signed an agreement with a leading law firm in Washington, DC to advance solutions to our members' challenges of moving pallet residuals. One clear objective: overcome a current EPA prohibition on the use of pallet residuals in wood pellets. We've also engaged FleishmanHillard, a top-notch global PR and digital marketing agency focused on crisis communications, brand marketing, and paid and organic social media. You'll hear directly from them at our Annual Leadership Conference. You'll see more as we look to raise the profile and impact of our industry through this new two-year agreement. The significant investments from NWPCA and The Pallet Foundation are clearly aligned with our strategic plan to elevate our brand, expand out impact. That's our charge for 2019, so let's get to it! Sincerely, P U B L I S H E D B Y T H E N A T I O N A L W O O D E N P A L L E T & C O N T A I N E R A S S O C I A T I O N BOARD OFFICERS Chairman Larry Howell, Cottondale Wood Products Chairman-Elect Jordan Piland, Atlas Pallets/ A Div. of Williamsburg Millwork Corp. Past Chair Shane Thompson, WestWind Logistics Secretary/Treasurer Frank Shean, Valley Pallet Director at Large Mike Hachtman, Relogistics Services. President/CEO Brent J. McClendon, CAE BOARD OF DIRECTORS Carolyn Beach-Skinner, Westside Pallet Peter Berry, Berry Industrial Kathleen Dietrich, Commercial Lumber & Pallet David Grimes, Pallet Resources of NC Bernie Kamps, Kamps, Inc. Jeff Lewis, Atlanta Pallets & Services Joe O'Brien, Industrial Pallet Rob Trexler, Pasadena Skid & Pallet Howe Wallace, PalletOne, Bartow, FL Nick Wenner, Pallet Service Corp. Jimmy Wilson, Bay Wood Products International Director Mike Vrugteveen, Niagara Pallet & Recyclers Associate's Representative Jeff Williams, PRS Group, Inc. International Director Emeritus Jan Fredell, Fredells Travaru AB NWPCA 6 PalletCentral • January-February 2019 2019 SEASON SPONSORS tel: 910-259-9794 | Mid Continent Steel and Wire Corporation tel: 800-867-6245 | Pallet Machinery Group tel: 540-644-9220 | Pendu Manufacturing, Inc. tel: 717-354-4348 | Profile Technology Inc. tel: 800-369-4242 | Rotochopper, Inc. tel: 320-548-3586 | Smart Products tel: 800-401-0099 | Smith Sawmill Service tel: 800-598-6344 | Universal Fastener Outsourcing tel: 800-352-0028 | Viking Engineering & Development tel: 800-328-2403 | MESSAGE FROM THE PRESIDENT Branding for Growth Brent J. McClendon, CAE NWPCA President/CEO

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