6. You’ve been organizing this event for years now. What changes have you seen over the years, and what’s strikes you as new or different this year?

CC: Other than the sheer growth in numbers, one of the biggest changes over time has been the increase in the level of merchandising excellence. A long time ago, we just had table top displays with product laid out from end-to-end. Now, we have beautiful displays and creative product ideas that show buyers and merchandisers how their product will look in their stores. There’s a huge teaching element that brings training and merchandising to new levels. Being able to see, taste, and touch the finished product, the packaging, the equipment, and the merchandising props are important elements for buyers.

There’s a lot more co-branding and outside the box thinking for product usage and packaging.  Being able to multi-purpose or repurpose an item adds value for the supplier, the retailer and the consumer.

We’re starting to hear a buzz about the need to “be ready” with new ideas and products when shoppers are tired of doing without and are ready to start buying. The next big trend isn’t about the most expensive item or the biggest – it’s about capturing the customer’s imagination and getting them excited.  And that’s what trade shows do so well.  It’s not just one or two ideas, it’s dozens or hundreds of ideas. . . . ideas for today, tomorrow, and the rest of the year.

7. What, specifically or in general, can bakers and bakery suppliers expect to get out of this year’s IDDBA?

CC: The obvious answers are the educational programs, the new products, and networking with suppliers and buyers. But this show is so much more than that.  This show is about being first to see that hot new merchandising idea, seeing how to create a wonderful new product with just a little extra effort, using a non-traditional package to drive a sale. It’s about value-added with a capital V-A. 

A big plus is tapping into the energy that comes with reconnecting with your personal and professional network. It’s about validating that you’re on the right track or learning that you need to steer a new course. It’s about reaching out to those who might need a little moral support or motivating them to stay the course. It’s about sharing the excitement of our business and building a plan to bridge today’s economic challenges with tomorrow’s growth opportunities.

8. Have you done a show in Atlanta before? What drew you?

CC: This is our first show in Atlanta. We had tried to book there before but our dates were always taken by another group.  That group isn’t around any more so, when our dates opened up, we jumped at the chance. 

We’re really excited about being in Atlanta because it will allow so many more attendees to drive to the show. We’ve talked to quite a few retailers who are planning on driving in order to cut costs but still be able to bring as many people as possible. It’s a great location with easy access and a lot of local attractions. We think it’s a peach!