APC RETHINKS ITS INVOLVEMENT WITH SPI
Jonathan Gardner
February 21, 1994
WASHINGTON The American Plastics Council soon may leave the Society
of the Plastics Industry Inc. and link more closely with the Chemical
Manufacturers Association.
The possible split suggests a power struggle among top group officials,
as SPI's staff, in an unusual turn, urged some processor members
to lobby against the proposal.
After Plastics News learned of the plan, however, officials from
both organizations played down any changes that might result.
``We're trying to look at how we can make this initiative more
effective and efficient,'' said Watts Humphrey, the SPI board vice
chairman who also sits on APC's board. ``We're trying to look at
a way to build relationships across the entire industry.''
``In fact, we want [the SPI-APC] relationship to be much closer,''
said Earnest Deavenport, the Eastman Chemical Co. chairman and chief
executive officer who also chairs the APC board. ``APC will always
continue to be an ongoing joint initiative with SPI.''
The proposal is part of a review of APC's efficiency and effectiveness
requested by its board of directors, which comprises the top executives
of 25 chemical companies who are also CMA members.
Robert Roland, the retired CMA president who APC retained to review
its programs, delivered an interim report to APC board members at
a Jan. 11 meeting.
In reviewing the programs, Roland said he interviewed more than
30 people involved with APC and SPI, including board members, high-ranking
executives of member companies, and staff members of both groups.
From that report, APC directors formed a task force to develop
some final recommendations to be released at the board's April 20
meeting.
Although Roland said he was surprised that an SPI official was
describing the plan as a loss to that organization, he declined
to describe the contents of his report, citing the confidentiality
of his relationship with APC.
Deavenport and Humphrey said Roland and the task force are looking
at how to improve APC decision-making and communications and eliminate
possible redundancies in CMA, APC and SPI functions.
Deavenport said they are reviewing how to tap each organization's
resources to benefit the plastics industry.
The possible realignment was disclosed in a Feb. 4 letter SPI staff
members sent to some member companies. Plastics News obtained a
copy of that letter, in which SPI officials describe the possible
changes and, in urgent terms, ask members to campaign against them.
The 12-page letter includes material that it says ``strongly suggests
that processor members of SPI may lose a substantial benefit if
the APC were to separate from SPI,'' such as questions about APC's
future, possible consequences if APC pulls out, and reasons why
APC should be a unit of SPI.
It also includes the names, addresses and phone numbers of members
of APC's board and coordinating group.
``Because the loss of the APC activity as part of SPI would have
a particularly significant impact on the interests of packaging
producers, and because packaging producers are highly regarded as
energetic, thoughtful contributors to many of our past policy debates,
we believe you have the incentive and the ability
to make a difference in the outcome of these deliberations,'' read
the letter.
That message is unusual because it indicates some resistance even
within SPI's staff against a proposal floated by some of SPI's most
powerful members, the resin companies. Both APC and SPI tend to
downplay internal discord on important decisions.
John Malloy, SPI's director of packaging services, signed the letter.
The letter named SPI Chairman Rip Gage of Gage Industries Inc.,
past Chairman Bill Joyce of Union Carbide Corp. and SPI President
Larry Thomas as approving of the letter's message.
None of the principals of the letter would comment on it or the
APC board's review.
The study of the APC structure comes as the group, now a partnership
of SPI and CMA, is funding a campaign to enlist processors in an
effort to improve the image of plastics and defeat legislation banning
or restricting plastics.
Some processor members active in that campaign had sharp criticism
for the proposed APC/CMA shift.
``Based on everything I've heard so far about it on both sides
of the issue, I am opposed to it,'' said Harry Ussery, president
of Beacon Plastics Inc. of Greenville, S.C., and a member of SPI's
board of directors.
``I think it would have a negative effect on the ongoing mobilization
efforts and a negative effect on the cohesiveness of the plastics
industry,'' said Ussery, also vice chairman of APC's mobilization
committee.
George
Makrauer, president of bag manufacturer Amko Plastics Inc. in Cincinnati
who advanced the concept of APC to the group's first board chairman,
warned that processors will not view any separation kindly.
``I think that would be looked at as an
abandonment of processors,'' Makrauer said. ``I think most processors,
whether they are able to quantify it or not, have seen a tangible
benefit from the programs of the APC and its relationship with the
SPI.''
One processor said a better idea would be to retain APC's relationship
with SPI, but to involve the CMA more.
``It doesn't seem to me to hurt in any way to have both the SPI
and CMA involved,'' said P. Marshall Henderson, president of Amex
Packaging Ltd., a Mooresville, N.C., blow molder.
``I like the fact that the SPI is involved with the APC. I think
the APC has a very effective program. You have to rationalize paying
your dues to any organization, and to me I think the APC is one
of the best things the SPI is doing,'' he said.
Henderson added that he would be more likely to respond to APC
calls for grass-roots lobbying if they came through familiar SPI
channels, likening it to his dealings with his resin supplier, Occidental
Chemical Corp.
``If the OxyChem chemicals guy asks the plastics guy to get me
involved, I don't see any difference. But if I get a letter from
the CMA, a group that I've had little or no contact with, I don't
know what I'd do with it,'' he said.
The SPI letter, which apparently was sent to a small number of
processors, anticipates that they may be reluctant to participate
with a CMA-directed APC.
``Will SPI's processor members the largest organized block of processor
companies continue to line up behind a mobilization effort under
a chemical industry banner?'' it asked.
``Is it preferable to have the plastics resource management issue
remain a plastics issue rather than forcefully and facially establishing
the connection to chemicals, at a time when some say chemicals have
a worse public image problem than plastics?''
Meanwhile, opposition may be coming even from the heads of the
resin businesses of some APC member companies.
Indeed, many of the resin business executives also sit on the APC
coordinating council, which is one area in which both Deavenport
and Humphrey said APC decision-making and communications could be
streamlined.
Some processors familiar with the discussions said the pressure
to bring APC under CMA's umbrella came from CEOs on the board of
directors because they are more comfortable with CMA.
The plastics business managers in the coordinating group typically
wanted APC to retain its ties with SPI because of SPI's links with
processors, according to the sources.
In addition, some people familiar with the discussions also contend
that CMA, in taking more direct control of APC, would be trying
to insulate itself from the environmental pressures applied by such
grocery manufacturers as Procter & Gamble Co.
Those package fillers frequently have pressured their package suppliers
to improve recyclability or use recycled content in their containers.
That pressure has caused the container suppliers, in turn, to pressure
resin companies to beef up the plastics recycling infrastructure.
APC now appears to have closer ties with SPI than CMA. APC and
SPI staffs work in adjoining offices in a downtown Washington building
more than a mile from CMA's offices, and SPI claims APC staff members
on its payrolls.
APC and SPI share phone systems and resources, and APC's stationery
describes itself as ``a joint initiative with the Society of the
Plastics Industry Inc.,'' without mentioning its CMA ties.
APC staff members are almost all former staffers of the Council
for Solid Waste Solutions, an SPI project that was dissolved when
APC was formed. APC took over the staff and programs of CSWS.
SPI's letter to processors adds: ``SPI has been providing the administration
for the APC and its predecessor organization for six years. A change
now would be costly and disruptive.''
Officials declined to say how a shift to the CMA would affect APC's
employees or programs.
One APC director portrayed the discussions differently than the
SPI letter, however.
Michael Grasley, president of Shell Chemical Co., said the discussions
were about whether ``to leave [APC] inside CMA where it began and
seems to be doing OK, or put it entirely over into SPI.''
He said that since the APC board is one of a number of CMA's panels
that are called Chemstar units, APC always has been more under CMA's
umbrella. Grasley said, however, he was ``not deeply involved''
in the debate.
The spokesman for another APC board member, President John Peppercorn
of Chevron Chemical Co., said, ``Any efficiencies that would result
would not in any way affect the working relationship between the
SPI and APC.''
After SPI officials said Thomas would answer questions on Feb.
16 about the proposed realignment, Thomas declined to do so. He
instead arranged for Deavenport and Humphrey to speak with Plastics
News.
When asked about the letter and further details on the possible
changes at APC, Thomas said, ``I really can't get into it.''
News Editor Don Loepp also contributed to this report.