Many companies may be missing the big picture if they think the upcoming International-Dairy-Deli Bakery Association only focuses on the small operators. Yes, supermarket in-store bakeries are among the attendees of IDDBA’s Dairy-Deli-Bake show, which runs from June 5-7 in Anaheim, CA, but the show’s 600 exhibitors also include many of the nation’s premier wholesale bakeries. IDDBA is not only an opportunity for bakers who want to target this growing segment of the retail industry, but it’s also good way for equipment manufacturers who rub elbows with many fast-growing and mid-sized wholesale baking companies.

"Rock Star Food" is the theme for the 47th annual Dairy-Deli-Bake and reflects the idea that the food is the star and the brand is what makes it rock off the shelves. More than 8,000 professionals will gather for the seminar and expo, which combines dairy, deli, bakery, cheese, food service products, packaging and services under one roof with a 1,500-booth expo and a wide range of speakers in an extensive seminar program.

Touted as the show of shows, Dairy-Deli-Bake promises to offer attendees first-hand information on trends and issues facing bakery businesses, competitive insight on new products and ideas, and the opportunity to meet targeted buyers and merchandisers. The expo includes a New Product Showcase, spread over halls B, C and D of the Anaheim Convention Center. Attendees receive a checklist for targeting specific exhibits, as well as the opportunity to do aisle-by-aisle taste testing.

A highlight of the annual seminar and expo for more than 20 years is the Show and Sell Center Merchandising Pavilion, which showcases merchandising concepts for retailers. Wholesale bakers can also find inspiration with the Show and Sell Center's emphasis on consumer trends. This year's trends to watch include Wellthy Eating as consumers embrace the idea that eating well is the key to better health; Cross-Cuisine, new taste combinations and unusual food links; Art and Hearth, an appreciation for artisan foods; and Right-Sized, controlling portions to allow consumers to "indulge but not bulge."

Seminars run from 8 a.m. Sunday, June 5, through Tuesday, June 7, with presentations from speakers including Condoleezza Rice, PhD; Guy Fieri; Joe Montana; Capt. Chesley (Sully) Sullenberger; Lowell B. Catlett, PhD; and Harold Lloyd. The Expo and Show and Sell Center will be open 12:30 to 5:30 p.m. Sunday and Monday, and 10 a.m. to 2 p.m. Tuesday. A reception and awards banquet will close the show, starting at 6 p.m. Tuesday.

For more information, visitwww.iddba.orgor call IDDBA at (608) 310-5000.