Inside Look at the 2024 IDDBA Show ft. Killer Brownies®

The International Dairy Deli Bakery Association (IDDBA) is a nonprofit organization created to support the growth and development of food retailers, manufacturers, wholesalers, brokers, distributors, and other industry professionals. 

Killer Brownie® enjoyed attending the 2024 IDDBA Show in Houston, Texas, showcasing the #1-selling gourmet brownies in the nation!

The annual IDDBA trade show allows industry leaders to gather, network, and grow. And since 2017, Killer Brownie® has attended the show, making connections and sharing decadent new products. 

If you’ve ever wanted to know the ins and outs of IDDBA, let us show you the ropes! We’ll discuss IDDBA’s history, its significance within the industry, and everything Killer Brownie® showcased at the booth this year.

What You Need to Know about IDDBA

History

In 1964, IDDBA was founded first as the Wisconsin Cheese Seminar. It was an organization designed to support the growing dairy, deli, and bakery industry. As the needs and desires of the industry changed, so did the association; to reflect those changes, the association changed its name three times over the course of two decades.

1980: International Cheese and Deli Association
1985: International Dairy-Deli Association
1991: International Dairy Deli Bakery Association 

IDDBA is committed to providing a space for retailers, distributors, brokers, manufacturers, and others in the industry to come together and share their knowledge, ideas, and talents. Their membership totals over 1,500 companies, from small independents to some of the world’s largest corporations. 

At the IDDBA Show, they provide opportunities for dialogue and education through presentations and demonstrations. Additionally, IDDBA produces top industry trends and original research, programs on marketing, merchandising, management and operations, food safety, and customer service. Their mission and vision are to develop the industry and be recognized as a premier source for all food channels in the deli, dairy and bakery space. 

2024 IDDBA Show

This year, there were over 2,000 exhibitors representing 564 retail companies and 28 countries. 

The show featured several presentations from the industry’s leading minds with the goal of educating on the latest trends and techniques. Additionally, attendees could explore ‘What’s in Store Live,’ a booth showcasing top products trending in stores, and engage with other professionals throughout the show. 

Killer Brownie® at IDDBA 

Killer Brownie® has attended the IDDBA Show for the last eight years! The attendees, networking opportunities, and beautifully displayed products make the show a must-see event for industry professionals.

“IDDBA is the biggest show in the baking industry,” Chimene Ross, President of Killer Brownie®, said. “It’s a great opportunity for us to showcase what we do with our retail partners [and connect with] all the vendors that we work with. All of the industry is here, together, under one roof—it’s fantastic!”

During the show, we shared our bestselling gourmet brownies and discussed the benefits of our programs. The pain point most often heard was finding a unique product that could stand out in the market—a problem Killer Brownie® is the solution to. 

“[We] go outside of the box [and provide] more than just what’s traditionally in the space,” Chimene explained. “We take something that everyone’s familiar with—a brownie—and show them what they can create using it.”

Our low-labor, multi-layered brownies are unique to the market and provide retailers and Foodservice professionals with a competitive edge. These decadent, high-quality brownies are offered in innovative flavors and are perfect for a variety of applications with no in-house baking required. 

Killer Brownies® at the Show

For retail customers, we showcased all of our brownie bars and bites in bestselling flavors, like Original, Cookie Dough, and Peanut Butter, and our fast-growing individually wrapped collection featuring the newly available Kitchen Sink. 

For restaurants and Foodservice, our mock service case displayed gourmet brownies in various flavors, showcasing how our easy-to-handle slabs can be used to build inviting bakery displays. We were able to show off the brownies’ multiple layers and prove you don’t need any toppings to serve a beautiful dessert.

Samples of our bestselling products were up for grabs, including our newest flavors for spring and winter: 

• Strawberry Shortcake Killer Brownie®—a rich brownie featuring a layer of strawberry blonde brownie with creamy white chocolate chips mixed in, a center layer of buttery caramel sprinkled with real strawberries, baked atop a sugar cookie base.

• Caramel Macchiato Killer Brownie®—a decadent winter dessert featuring coffee-infused layers of rich chocolate chip brownie and buttery blonde brownie, baked with creamy caramel and white chocolate chips in the center.

Since 1964, IDDBA has stayed true to its mission and aimed to provide a space for growth in the dairy, deli, and bakery industry. The hard work of the association has resulted in a membership of over 1,500 companies and an annual trade show with thousands of attendees. Attending the IDDBA Show is a great way to build a network of industry professionals, hear about the latest trends, and taste decadent gourmet Killer Brownies®! 

We had a blast at this year’s show and hope to continue showcasing our low-labor gourmet products at many more trade shows in the future.