HOUSTON — During a keynote address to International Dairy Deli Bakery Association (IDDBA) membership at its annual convention and expo held June 9-11 in Houston, David Haaf, the association’s president and CEO, shared IDDBA’s strategic initiatives to strengthen the organization and its members.
“IDDBA is heavily engaged in our strategic initiatives and long-range planning to redefine and mould our vision, processes and resources to better support our great community of members and the industry,” Haaf said.
The plan includes three strategic imperatives: show evolution, extended impact and expanding the audience.
Show evolution
Celebrations have emerged as a key trend in food culture, and they have manifested in the IDDBA culture as well. From booth events on the show floor to personal interactions in the What’s In Store Live feature, celebration is a key theme throughout.
“We will enhance the celebration experience that has become one of our trademarks,” Haaf said. “It’s created a fun, educational and networking experience that’s second to none.”
For IDDBA, building on that experience has involved envisioning the booth of the future, including extensive research through insights from members and collaboration with different tradeshow professionals.
That work also involves evaluating show costs and related expenses and determining how cost-streaming opportunities can benefit exhibitors while still offering attendees the celebratory experience the show is known for.
Extended impact
As the food industry trends toward a new generation of leadership, IDDBA is rethinking industry standards, learning processes and industry involvement to appropriately align with that generational shift.
“The next generation’s vision of workplace relevance is not the same as our older leadership,” Haaf explained. “We must meet people where they are.”
To achieve that, IDDBA will explore smaller, regional microsite venues to bring educational resources to members’ markets and provide an opportunity for vender partners to interact with their customers in more local settings.
With a more localized impact, IDDBA can also create professional development opportunities for smaller groups that offer a more intimate learning experience and networking opportunity.