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Pallet C e nt ral • No vem be r-D e cem be r 2 0 25 25 W hat happens when the world's largest wood packaging association sets its sights on Latin America, a region where tradition, innovation, and the environment continuously intersect? Nature's Packaging® Latin America isn't just another marketing campaign. It's an ambitious experiment in cross-cultural connection, aiming to spark fresh dialogue about wood pallets and containers where upcycling, export logistics, and sustainability are daily realities. With bold goals and a roster of newly engaged countries—Peru, Chile, the Dominican Republic, and Puerto Rico—this initiative represents the start of an industry transformation. As project lead Fernanda "Fish" Luna (Tribalo) explains, "Its first year is about awareness, to drive traffic from the different countries we're target-ing." e challenge: how to craft a message that unites diverse audiences and keeps them engaged. Backed by a $1 million USDA Foreign Agricultural Service Regional Agricultural Product Promotion (RAPP) grant awarded to the Softwood Export Council (SEC) and its member, the NWPCA, this five- year campaign advances the mission of promoting US softwood products in wood transport packaging and related industries. Born from NWPCA's and the Pallet Foundation's vision to expand its successful Nature's Packaging program, the Latin America initiative highlights the economic, structural, and sustainable ad-vantages of wood packaging. Its goal is simple yet powerful: to position wood as the premier transport and unit load solution, fueling trade, innovation, and environmental stewardship from the Caribbean to the Andes. Defining Primary Goals And Strategy For Luna and her team, the first milestone is clear: "awareness." She emphasizes, "We're trying to make [our communications] the more general Spanish, to connect countries but also add topics that differentiate them." Luna points out that Latin America's diversity means "different cultural ideas, identities, and types of markets. Even though they all speak Spanish, there are different ways of saying things." e strategy, therefore, is both broad and nimble, inviting engagement and listening closely so future efforts land where they matter most. Cra ed Messaging For Spanish- Speaking Audiences Tailoring messages for a continent as varied as Latin America is more science

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