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Meeting Minutes

North American Metal Packaging Alliance, Inc.

May 28, 2009, 10:00 a.m. – 3:10 p.m. EDT
RE: BPA Joint Trade Association Meeting on Communications Strategy
Meeting Goal: Develop potential communication/media strategies around BPA

Discussion Topics: Consideration of available web-based
communication options, including targeted geographies, as well as
mainstream media response

Attending Companies: Coca-Cola, Alcoa, Crown, North American Metal
Packaging Alliance, Inc., Grocery Manufacturers Association (GMA),
American Chemistry Council, Del Monte

Summary: Attendees discussed the need to be more proactive in
communications to media, legislators, and the general public to protect
industries that use BPA, prolong the life of BPA, put risks from
chemicals in proper prospective, and transcend the media and the
blogosphere. Attendees believe a balance of legislative and grassroots
outreach (to young mothers ages 21-35 and students) is imperative to
the stability of their industry; however, the association members
continue to struggle to initiate research and develop a clear-cut plan
to defend their industry. The committee will spend approximately
$500,000 to develop a survey on consumer BPA perceptions and messaging
and eventually content and outreach materials. Overall, the committee
seemed disorganized, and its members frustrated. Lack of direction from
the committee and these associations could continue to allow other
associations and environmental groups to push BPA out.

Other Points: Attendees suggested using fear tactics (e.g. “Do you
want to have access to baby food anymore?”) as well as giving control
back to consumers (e.g. you have a choice between the more expensive
product that is frozen or fresh or foods packaged in cans) as ways to
dissuade people from choosing BPA-free packaging. Attendees noted, in
the past, the different associations have had a reactive strategy with
the media, with very limited proactive outreach in reaching out to
journalists. The committee agrees they need to promote new, relevant
content to get the BPA perspective into the media mix. The committee
believes industry studies are tainted from the public perspective.

The committee doubts social media outlets, such as Facebook or
Twitter, will work for positive BPA outreach. The committee wants to
focus on quality instead of quantity in disseminating messages (e.g. a
young kid or pregnant mother providing a positive quote about BPA, a
testimonial from an outside expert, providing positive video, advice
from third party experts, and relevant messaging on the GMA website).
Members noted traditional media outreach has become too expensive (they
have already spent hundreds of thousands of dollars) and the media is
starting to ignore their side. The committee doubts obtaining a
scientific spokesperson is attainable. Their “holy grail” spokesperson
would be a “pregnant young mother who would be willing to speak around
the country about the benefits of BPA.”

Eventually, the committee concluded before deciding on the tactics
to spread their messages, they need to develop the messages. The
committees plan to fund a joint survey and message testing—what new
messages they need to sell—before implementing a website and creating
materials. Another task group will be implemented to finalize how to
develop messages and aggressively use electronic media to deliver those
messages.

Members noted the industry needs research on how perceptions of BPA
are translating into consumer behavior—Is it translating into most moms
not buying canned products or just a minority of moms? They hope to
form messages relevant to how people live their lives—What does not
having BPA mean to your daily lifestyle? Focusing on the impact of BPA
bans on minorities (Hispanic and African American) and poor is also
important. The members want to put the danger of BPA into perspective.

Legislatively, the committee is focusing on Connecticut and
California. Committee members are meeting with as many representatives
on the Health Committee as possible. The members are focusing on more
legislative battles and befriending people that are able to manipulate
the legislative process. They believe a grassroots and legislative
approach is favorable because the legislators worry about how the moms
will react. If the Connecticut bill goes through, the committee
believes it will be a good opportunity to talk about the negative
impact that ban will have on businesses and employment—How will it
affect the union workers? The committee wants to put a proposal
together for the right way to deal with legislative issues in each
state.

The committee discussed Prop 65 in California—requiring the Governor
to publish, at least annually, a list of chemicals known to the state
to cause cancer or reproductive toxicity. The committee will form a
coalition to write a submission about the benefits of using BPA by the
deadline for submissions on June 30, 2009. Members will also build up
their contact base in Sacramento. The committee does not want to win at
the legislative level and then not have anyone to buy the product.

The committee questioned whether or not trade associations should
challenge what is being said about BPA. Other trade associations for
plastics have begun writing letters in response to “lies” being told
about BPA. The committee proposed to be involved in the dialog and
comment electronically and directly back to reporters. Attendees noted
it does not matter what the next material is, there will be issues with
it, and the committee wants to work to make people feel more
comfortable with BPA and “BPA2” or whatever chemical comes next.

The committee suggested dividing the costs of the work and research
equally by the members. The members are guesstimating it will cost at
least $200,000 for the message testing and the survey and $500,000 for
the entire project. The committee is also looking for new members to
help with costs and outreach.