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26 Pallet C e nt ral • No vem be r-D e cem be r 2 0 25 NATURE'S PACKAGING ® CONT. than art. As Luna explains, "We are seeing which countries are participating more or engaging more, and we're trying to tailor more content to those to see how they react and engage. But we're keeping the general [messaging], so it's not [] localized words but a globalized Latin-Caribbean Spanish." at approach enables the team to strike a balance between personalization and scalability, a necessity for both multinationals and niche exporters. Progress Since August 2025: What's Moved The Needle Since launch, the Tribalo team has taken nothing for granted. "We took some months researching each country— how was their usage, which platform was the main one?" Luna details. For business audiences, LinkedIn emerged as the winner. "Right now, LinkedIn is the number one. Compared to Meta, Instagram, and Facebook, it's a huge difference. Blogs are having good traffic and good response, too." e first database- driven email went out in September, adding a new dimension to how Nature's Packaging Latin America captures attention and builds its core audience. Engagement Metrics: Surprise And Excitement Authentic engagement fuels the initiative: "Since the first week we launched and advertised for awareness and engagement, we started seeing a lot of likes but also comments and shares. People from Peru and Chile were saying, 'is is very interesting content, thank you for sharing this in-formation.' ere were a lot of shares, which really excited us. Mostly likes, but also very interesting comments and sharing. ose are the three most common engagement metrics," says Luna. Content That Resonates So, what's getting clicks and reactions? Luna reports that "informative carousels that are kind of like an infographic and general blogs have performed best. Latin America is a very new market. So we're general more than specific, but tailored by the needs of certain audiences." Regulatory topics, like ISPM 15, spark particular interest: "Certification and standards has had a lot of engagement," Luna notes. "People are really interested in the norms and how to make sure they're following them." Sustainability And Economic Benefits Sustainability isn't just a buzzword here. Luna affirms: "More about the recycling, pallet life cycle; more of that instead of the economics right now. Since it's very early, we need to map those topics and stay in sync with the global message of Nature's Packaging and the Pallet Foundation." Highlighting the full life cycle and the environmental potential of wood packaging helps build trust in regions where the concepts may still be unfamiliar. True Cultural Transla on: Beyond Word-For-Word Ensuring accuracy isn't simply about swapping words from English to Spanish. "We're proofreading everything and researching a lot so we understand the context," Luna says. "Before you translate, if you don't have a context, you can translate literally, but we're building that context first." Luna shares how blogs from target countries help the team grasp "how they say some things, even though it's the same topic." Technology helps, too, says Luna: "We trained an AI bot to filter. We're working in sync with AI to help us understand if we're really targeting the people we're targeting." Overcoming Challenges And Misconcep ons What's been tough? Luna is candid about early frustration with Meta platforms: "Certain ads weren't approved. ere's a lot of stuff with the audiences, the segmentation. It's been a challenge to work with that platform. It delayed us because we couldn't launch at the same time as we did on LinkedIn." And there are knowledge gaps. "Maybe there is not that much knowledge in how to recycle the whole life cycle, or how to use pallet design systems. In Latin America, there are lots of DIY projects and companies doing big projects with recycled pallets. We see more cultural projects with pallets than in the US." Opportuni es And Next Twelve Months Luna sees ample space for growth and education: "ere is a huge opportunity "Born from NWPCA's and the Pallet Founda on's vision to expand its successful Nature's Packaging program, the La n America ini a ve highlights the economic, structural, and sustainable advantages of wood packaging."

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