The Paper and Packaging Board (P+PB) is shutting down after more than a decade promoting the sector. P+PB is one of more than 20 research and promotion programs for commodities organized through the U.S. Department of Agriculture, and the only one dedicated to packaging. The federally established and industry-backed paper marketing program was set up in January 2014 with some prior technical assistance from the American Forest & Paper Association.
The goal was to expand and develop paper-based packaging markets. Sustainability became a key part of its messaging around 2021, P+PB President Mary Anne Hansan said in 2023. There’s been a noticeable trend of “paperization” in recent years, in part motivated by companies trying to reduce overall plastic consumption.
According to USDA, the program was funded by a 35 cents-per-ton fee paid by large domestic manufacturers and importers of paper and paper-based packaging, exempting those with less than 100,000 tons annually. For 2025, P+PB reported having a budget of $20 million, with $14 million in media spending.
The board featured seven paper manufacturers and one importer. Featured leaders are from Domtar, Georgia-Pacific, Graphic Packaging International, International Paper, Sappi, Smurfit Westrock, Suzano and Sylvamo.
Last month, USDA held a referendum on continuing the program, requiring a majority vote in favor. The agency disclosed this week that only about 26 percent of eligible domestic manufacturers and importers, representing less than 10 percent of the volume represented in the referendum, supported continuing the order.
“While I am very disappointed by the results, I am proud of all the progress we have made as an industry speaking with one voice and the positive improvements in industry reputation and preference for its products,” said Hansan, who has been with the group since 2014. “We are grateful to the companies and their employees who supported the program with their talent and time for more than 11 years.”
Now, the national marketing campaigns and organization itself are in the process of ceasing operations in the coming months. Ads through the “Papertarian” campaign will run on streaming TV through the end of September, according to P+PB’s website. Websites will go dark at the end of October.
https://boardconvertingnews.com/ppb-votes-to-end-marketing-program/
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