For its annual technical seminar in October, the Tortilla Industry Association recently announced it is changing locations — coasts, even — to hold the meeting at Harrah’s in Atlantic City, N.J.

“It’s our first attempt at an East coast event,” said Jim Kabbani, chief executive officer of T.I.A. “There is an increasing number of tortilla producers on the East coast, and after the seminar in Dallas last year, our survey indicated that almost 85% of attendees travel to wherever we hold it.”

That response has been consistent after seminars in both Texas and Southern California. By giving companies in the eastern U.S. a closer location, it also provides them a compelling reason to become more involved in the association, he added. For more information on the technical seminar, visit