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IDDBA Shares What’s In Store Live Sneak Peek

IDDBA What's In Store Live graphic

The IDDBA’s annual tradeshow is quickly approaching and the association has shared a sneak peek for its popular What’s in Store Live event.

The show will be held June 9-11 at the George R. Brown Convention Center in Houston, Texas.

“IDDBA’s vision is to be the essential resource for relevant information and services which add value across all food channels for the dairy, deli and bakery categories,” said Whitney Atkins, VP of marketing. “One way we serve our members and industry is through research and data that is shared through the What’s in Store digital publication.”

What’s in Store Live is an area within the IDDBA Show that is designed to illustrate the information published in its What’s in Store digital publication, as well as the trends and innovations that have emerged throughout the year. It’s also a space to celebrate the industry and showcase the year-round programs offered by the IDDBA, including scholarship opportunities, internships, training and certifications

Led by the association’s education team, the digital resource is updated throughout the show to support IDDBA’s Six Guiding Trends, industry trends, economic and labor challenges and expert insights. One of the most exciting times is when it comes to life during IDDBA’s flagship event.

Among the many events on the What’s in Store Live schedule are Salumi’d and Cake’d.


Taking place on the first day of the show, IDDBA Certified Charcuterie Professionals come together to compose visually stunning and palate-pleasing charcuterie boards.

Charcuterie is an ever-expanding landscape, leading to countless possible board combinations. Certified Salumiers, as masters of product knowledge and pairings, are uniquely equipped to help overwhelmed consumers find and build the charcuterie board of their dreams.

Each year, the IDDBA invites cheesemongers, deli specialists, industry professionals and enthusiasts to become Certified Charcuterie Professionals, both in-person at the IDDBA Show and virtually year-round. The IDDBA is proud to offer this certification exam, which has set the industry standard and is the only one of its kind.


Cake’d is the IDDBA’s premier cake decorating contest, open to all retail members. This year’s competition will feature two rounds of challenges.

The first will take place on June 10, where decorators will be tasked with creating a three-tier cake celebrating the IDDBA’s 60th anniversary. The second round on June 11 will be a seasonal challenge, where decorators will be asked to create three distinct seasonal or special occasion cakes.

Cake’d entries will be judged by a panel of WISL sponsors. Show attendees will also have the chance to vote for their “Fan Favorite” using the IDDBA app on their mobile devices.

“In celebration of the association’s 60th year, the team has worked tirelessly to create an experience attendees won’t soon forget,” said Heather Prach, VP of education and industry relations. “While a lot of work, we challenged the team to create this sneak peek into how Food Influences Life.”

Both Prach and Atkins noted that this sneak peek is a tribute to the many sponsoring companies whom through both financial and time investments make this possible. In addition, this new resource highlights the people and products in the industry.

View the full sneak peek here.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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