Carol Christison has been the Executive Director of the International Dairy-Deli-Bakery Association (IDDBA) for more than 25 years. In her tenure, IDDBA programs have grown from a 95-booth seminar and single newsletter to a full package of educational videos, training programs, original research studies, five separate newsletters, an annual trends analysis, and a seminar and expo that attracts over 7,000 plus attendees with 1,500 booths. Membership has also grown by tenfold since she began. Modern Baking asked her about the upcoming IDDBA expo in Atlanta.

1. What are the themes of this year’s Show & Sell Center Merchandising Pavilion?

CC: As we design each new Show & Sell Center, we look at what’s going on in the economy, the location of the show, and lifestyle changes that are impacting consumers.  As consumer’s belt buckles and pocketbooks have tightened, we’re seeing a greater awareness of products and merchandising ideas that help save money or leverage meal ideas. For example, in the past, we showed wine and cheese pairings. This year, we have a beer and cheese pairing case that shows alternative beverages.  Meals from home are also top-of-mind with consumers and we’re showing breakfast and lunch ideas that add pocketbook and taste appeal. We’re also demonstrating how to “repurpose on purpose” with cases, packaging, and product ideas that offer innovative solutions.
We still live in a very fast-paced society so we have several Show & Sell themes that offer new twists on grab and go, hand-held eating, and healthy alternatives.  Taste is still the king and we’ve combined local foods, comfort foods, value meals, miniatures, and upscale items into a blend that will fit everyone’s palate and interest. This one showcase will have thirty-three separate themes that will be displayed. Each of the 33 themes will have its own product, merchandising, signage, and featured displays.

2. Has merchandising changed at all considering the changing attitudes of consumers in this economy? If so, how?

CC: Today’s merchandising concepts embrace the reality of a tightening economy along with the consumer’s desire to eat more healthy foods, to share new food experiences, and to enjoy some special treats. Consumers are looking for value meals that offer daily dining options without fuss and for a fair price. The ultimate reality is to create The People’s Choice. That’s why we chose that theme for the Show & Sell Center; to show that it’s not about “either-or”, it’s about multiple choices.  For example, showcased themes this year include Value Meals, Brown Bag Gourmet, Ale to the Cheese, Pizza Solutions, Repurpose on Purpose, Noodleicious, and a Baker’s Dozen ways of selling product and thanking customers. We also have cases on Healthy Eats, Healthy Alternatives and local foods (Peachy Keen, Southern Comfort, Slice of the South, Cake-A-Walk Thru Georgia, and Georgia on My Mind). We have cases for Cheese Lovers, the People’s Cheese Awards, the Cheese Power Tower, Sunsational Salads, Get Stuffed, Stix & Cones, Dunk & Run, New Beginnings, the Queen of Tarts, and La Petite Belle, just to name a few.

All of these themes represent different lifestyles, different tastes, and different income levels. The key to successful selling is in showing consumers that they can choose a low-budget entrée and an upscale dessert (or just the opposite). It’s about choice – the People’s Choice.  Consumers want to feel that their store understands the budgetary pressures they may have and that they’re working in partnership to deliver value.  Remember that “value” doesn’t mean the same thing to everyone – it’s important to explain to the shopper how your value initiatives meet their needs.