Woodpack Global: The Evolution of the Wooden Packaging Industry

On January 26, 2026, the National Wooden Pallet & Container Association (NWPCA) announced a significant rebranding, officially transitioning to Woodpack Global. This name change is not just superficial; it marks a response to the rapid developments in the global supply chain and reflects the industry’s explosive growth, innovation, and expanded capacities.

A New Identity for a Changing Industry

The decision to rebrand comes after extensive planning, incorporating feedback from members, industry leaders, and the board of directors. According to NWPCA Chairman Hinton H. Howell, the new name symbolizes the evolution of the industry from local operations to a global network. Howell emphasized, “While our name changes, our mission remains the same: 'Pallets Move the World®.'” This shift signifies the collective ambition to adopt a name that is shorter, more memorable, and representative of the full spectrum of wooden packaging today.

Brent McClendon, President and CEO, reiterated that this change reflects the aspirations of their members and the industry's evolution. He noted, “Woodpack Global represents the modern wooden packaging landscape better and underscores our advocacy role.” The name change also aligns with an expansion of their staff, which aims to provide enhanced capabilities on U.S. issues while offering substantial value to their growing global network.

Marking a Milestone

Woodpack Global is set to unveil its new name, logo, and brand identity during its annual leadership conference on March 25, 2026. This rebranding marks a pivotal moment for the association as it embarks on building a stronger, more interconnected future for wooden packaging, firmly rooted in America’s leadership while expanding opportunities globally.

About Woodpack Global

The former NWPCA, now Woodpack Global, is the leading trade association representing the wooden packaging industry. Founded in 1946, it serves over 820 member companies across 43 countries and maintains lobbying offices in the EU, the USA, and Mexico. The association champions various causes such as advocacy, safety, sustainability, and innovation in the global supply chain. With its mission, 'Pallets Move the World®,' Woodpack Global supports the businesses that facilitate modern trade, embodying a spirit of cooperation and growth.

In summary, the transition to Woodpack Global is a testament to the ongoing adaptation and forward momentum within the wooden packaging industry. The rebranding not only reflects current trends but also honors the rich heritage and leadership that began in the United States. As the industry embraces change, it lays the groundwork for an exciting future that promises to expand its influence and capabilities on a global scale.