The Tortilla Industry Association (TIA) is heading to a new destination for its annual trade show. The Pechanga Resort Casino, located in Temecula, Calif.’s wine country on the historic Pechanga Indian reservation, will play host to the convention, May 13-15. Here, an estimated 600 attendees and 70 exhibitor companies will converge to learn, network and discuss the latest trends across tortillas and flatbreads. 

“Tortillas are the fastest growing sector of the baking industry, so if somebody is serious about benefiting from that growth and making profits, this is really the only place to go,” said Jim Kabbani, chief executive officer, TIA. 

Circana data shows there’s plenty of momentum across the category. Center store hard and soft tortillas and taco kit sales rose in dollars (+3.8%) and units (+2.2%) for the 52 weeks ending Dec. 1, 2024, as did perimeter unit sales of pita (+8.8%) and naan (+3%).

TIA’s annual convention is the best place for manufacturers to learn what’s impacting the industry and capitalize on the category’s growth, Kabbani said.

“It’s the only convention that’s focused 100% on the tortilla and flatbread industry and where all the key players are,” he explained.

While education topics haven’t been finalized, Kabbani expects subjects like the growing clean label trend, the Food & Drug Administration’s new definition of “healthy” and evolving requirements for documenting immigrant employees will be top of mind for attendees. TIA will soon survey its members on what topics they’d like covered at the show, a process Kabbani emphasized the association doesn’t want to begin too early.

“Things change; something relevant six months ago may not be relevant today,” he said.

Kabbani also expects there to be plenty of focus on automation that helps manufacturers overcome labor shortages, which remains a top industry challenge. According to Baking & Snack’s 2025 Capital Spending Study, conducted by Cypress Research and sponsored by BEMA, 66% of bakers are concerned with attracting and retaining a quality workforce; 44% cite a need for greater automation.

“[Labor] shortages are being addressed through automation, especially down the production line, more so than in the past,” he observed.

Business aside, the show will offer ample opportunity to relax and enjoy the California countryside. The convention kicks off with TIA’s annual golf tournament, followed by the opening cocktail reception. Attendees can also enjoy the resort’s spa, acres of pools, 12 restaurants and the largest casino floor on the West Coast.

Day two of the show includes the TIA Awards and the annual banquet, which features live entertainment and the announcement of TIA’s Hall of Fame inductees and scholarship winners. 

Kabbani added that the show’s networking opportunities remain what he and many others look forward to the most.

“It’s seeing old friends and making new friends,” he said. 

For more information on the convention and to register, visit tortilla-info.com.