Cindy Kuester, President and CEO of SNAC International, explains how the association helps manufacturers navigate regulation and supply chain challenges while supporting innovation
The global snack industry continues to demonstrate remarkable resilience and creativity, but manufacturers today operate in a far more complex environment than ever before. From regulatory changes and sustainability expectations to supply chain volatility and evolving consumer preferences, snack producers must balance innovation with operational realities. SNAC International plays a key role in supporting this effort, bringing together manufacturers and suppliers while ensuring the industry’s voice is heard in policy discussions that affect how food is produced, packaged and distributed. In this interview, Cindy Kuester, President and CEO for the association, explains how it is helping members navigate these challenges while fostering innovation across the snack category.
SNAC International represents a broad cross-section of the snack industry. How would you define the association’s core mission today, and how has that evolved in response to changes in the global snack market?
SNAC International exists to advance and support the snack industry by representing its interests on the issues that impact members’ businesses. Our job is to help members stay ahead of change, not simply react to it.
Our role continues to evolve as regulatory, supply chain, and consumer pressures reshape the global snack market. As these pressures increase, SNAC provides the advocacy, industry insights, and collaboration members need to succeed. We are seeing significant innovation and product improvement across the category, from better-for-you alternatives and sodium reduction to new flavors and formats that continue to delight consumers. At the same time, the snack industry plays an important role in the broader economy, supporting jobs and economic activity both directly and across the supply chain.
How does SNAC support snack producers in navigating regulatory, operational, and commercial challenges?
SNAC supports members through advocacy, education, connection, and industry insight, providing resources that help companies navigate the issues impacting their businesses.
A key part of our work is ensuring the snack industry’s perspective is understood in policy discussions that impact manufacturing, supply chains, and the broader food system.
At the same time, SNAC brings members together to share knowledge, exchange ideas, and address common industry challenges. Through our events, resources, and regulatory updates, we educate members on emerging policy developments and market trends so they can anticipate what’s coming and plan accordingly.
Our role is not to replace the expertise companies already have internally, but to keep members informed, connected, and better positioned to navigate an increasingly complex operating environment.
Advocacy is a key function of many industry associations. What are the most pressing policy or regulatory issues currently affecting snack manufacturers, and how is SNAC working to represent its members’ interests?
Manufacturers today are navigating an increasingly complex policy environment that includes discussions around labeling, ingredients, packaging, and broader regulatory expectations affecting food manufacturing.
Good policy starts with understanding how food is actually made and distributed.
One example is California’s SB 343, which addresses recyclability claims on packaging. SNAC has taken a leadership role in ensuring the snack industry’s perspective is part of the conversation, particularly given the importance of flexible packaging for food safety, shelf life, and product protection.
More broadly, our advocacy begins with the operational realities manufacturers face. A key part of our role is helping policymakers understand how proposals affect manufacturing operations, supply chains, and ultimately consumers.
Sustainability continues to reshape food production. How is SNAC helping members address challenges around packaging, sourcing, energy use and waste reduction?
Sustainability is a major focus across the snack industry, but progress looks different for companies operating at different scales and with different supply chains. SNAC works to highlight the innovation and progress members, and associate members are making in areas such as packaging, energy efficiency, and waste reduction.
We also help surface new technologies and solutions that support more sustainable manufacturing while maintaining food safety and product quality. Our goal is to ensure the industry continues making practical, measurable progress.
