Bakers Journal

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IDDBA’s biggest show yet a success


June 24, 2011
By Bakers Journal

June 24, 2011, Madison, WI – The International Dairy-Deli-Bakery Association’s (IDDBA) Dairy-Deli-Bake was a record-breaker, living up to the moniker “The Show of Shows.”

The 47th annual show ran June 5 to 7 at the Anaheim Convention Center in Anaheim, Calif. A whopping 8,554 retail buyers, merchandisers, executives, food manufacturers, brokers, distributors and other industry professionals checked out what the show’s 1,576 exhibitors had to offer.

The show floor was busy with business. Buyers from close to 50 different countries were out in force, ready and eager to shop.

The Show & Sell Center was a big highlight again this year. The 10,000 square foot model store is a magnet for retailers seeking new ways to reach customers. Merchandising teams were on hand day to discuss the strategies used to design the various displays and to “teach” the showcased concepts.

Big name speakers

This year’s IDDBA show drew big name speakers, including Condoleezza Rice, who discussed her years as Secretary of State and National Security Advisor, the power of ideas, compassion, and how our differences can be a strength.

Guy Fieri also entertained the audience with his humorous stories from behind the scenes of his television shows and of his rise to success as a chef, restaurateur, husband and father. 

The words of wisdom shared by all of this year’s speakers lead to thought-provoking discussions on and off stage.

Award winners

IDDBA once again sponsored its three-phase 16th Annual Cake Decorating Challenge. On June 5, each contestant decorated enough cakes to fill one multi-tiered, eight-foot bakery case. On June 6, each decorated a multi-tiered wedding cake. Finally, on June 7, each contestant decorated three themed cakes. The winners were crowned on the final day of the show.

Jodi Schweiss (Schnuck Markets Inc., St. Louis, Mon.), claimed the top spot, while second place went to Stephanie Dillon (Hy-Vee Inc., Belton, Mon.) and third place went to Rose Adams (The Kroger Co., Bloomfield Hills, Mich.).

The annual IDDBA awards banquet capped off the show. Ray Burke, president of the in-store bakery and foodservice division of Rich Products Corp., received the night’s highest honour: the IDDBA’s President’s Award. Burke was honoured for his leadership and service to community, company, industry, and to the IDDBA. 

Next year’s Dairy-Deli-Bake show is scheduled for June 10 to 12, 2012, in New Orleans.


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