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   IDDBA's Dairy-Deli-Bake 2012 Program Announced
by The International Dairy•Deli•Bakery Association
Posted: Friday, February 17, 2012 at 3:10PM EST

Madison, WI — The International Dairy-Deli-Bakery Association™ (IDDBA) has announced the speaker lineup for Dairy-Deli-Bake 2012. The event will be held June 10-12 in New Orleans, LA at the New Orleans Morial Convention Center. This year’s speakers include: Sarah Palin, Paula Deen, Terry Bradshaw, John Pinette, Jeremy Gutsche, Adrian Slywotzky, Jim Carroll, Jane Buckingham, Harold Lloyd, Steve Beekhuizen, Jack Li, and Carol Christison.

The Heart of a Rogue Trailblazer

In 2006, Sarah Palin became the youngest person and the first female to be elected as governor of Alaska. A short two years later, she was tapped to be the vice-presidential running mate for Senator John McCain. She was the first Alaskan on the national ticket and the first Republican woman nominated for the vice-presidency. She has since endorsed and campaigned for the Tea Party movement. She is a contributor to FOX news where she offers political commentary and analysis and participates in special event political programming. She’s the author of Going Rogue: An American Life and America by Heart. She was named to Time magazine’s 2010 “100 Most Influential People” list. Known for the meteoric rise that captured the hearts and minds of a global audience, Palin is a groundbreaker who speaks on her vision for energy independence, national security, fiscal responsibility, health care, and small government.

Best Dishes - Paula Deen

Paula Deen is a best-selling author, TV show host, food star, wife, and mother. She is regarded as the "Queen of Southern Cooking" and her love of butter is world-renowned. Deen's life is a success story that shows how will, determination, and pure grit can take you to the top.

Starting with just $200 and the help of her sons, she created “The Bag Lady,” a home-based meal delivery service. Then came a restaurant, a series of cookbooks, an appearance on QVC, and her own television show on the Food Network. Today, Paula Deen has three TV shows, a line of signature cookware, kitchen accessories, and a line of housewares. Her high energy, enthusiasm for life, and devotion to family and friends have made her a fan favorite. In short, she is her own brand. She will share her life’s journey on the road to success.

Personal Power to the Max

A lot of people say, “I’m as good once as I ever was.” And they are, for the most part. But in a time of crisis, they have to be able to stretch and reach new performance peaks. To do that, they have to have a solid foundation in the basics – whether it’s sports, business, or leadership. Understanding what makes people successful despite disappointment, adversity, and relentless competition is the key to building and sustaining your own strengths.

Legendary Hall of Fame Quarterback Terry Bradshaw, a success both on and off the field, shares his strategies for maintaining success through persistent self-improvement. All of us, he says, want to better ourselves, to learn  about ourselves and to apply that learning towards a common goal. It’s the incremental changes, the little  improvements, that form the foundation for great skills, leadership, and, when called for, superhuman effort. Bradshaw gives examples of how to focus the power of dreaming, thinking and strategizing towards goals and success.

Get Outa the Line!

One of the greatest gifts you can give someone is the ability to make them laugh. John Pinette has been giving the gift of laughter for over twenty years through his stand-up routines, acting gigs, and, most importantly for us, his corporate appearances. John isn’t a stranger to IDDBA. In fact, we’re his favorite group because he embraces all of the foods that we make.

John refers to us as “his peeps.” His insight into food, eating, buying, and merchandising will bring tears of hilarity as he takes us on an incredible food journey. He’s been named the Stand Up Comedian of the Year, received a Gemini Award nomination for his performance at the Montreal Comedy Festival, had several Comedy Central Specials, and appeared in many TV shows and movies. His comedy albums include “I’m Starvin’,” “Show Me the Buffet,” and “Get Outa the Line!” He’s back on our stage because you asked for him!

How to Make Your Brand Matter by Exploiting Chaos and Unlocking “Cool”

Creating a culture connection with your consumer is the most powerful way to elevate your brand into iconic status with staying power. It requires a new way of thinking and cutting-edge tactics that deeply identify how to speak ‘with’ your customer, not ‘to’ your customer. It requires a level of authenticity and depth that can only happen if customer obsession is deeply rooted in your firm’s culture and part of a ‘culture of innovation’ framework. The framework is based on ground-breaking ideas related to perspective, customer obsession, tolerance for failure, and creativity.

Jeremy Gutsche, founder of, shows how leading innovators are dominating the world of social media and viral marketing to capture customers. Learn how to move from micro trends to ‘clusters of inspiration’ that unlock COOL and exploit chaos. You’ll never look at trends the same way again! Jeremy is the author of Exploiting Chaos and host of Trend Hunter TV.

DEMAND: Creating What People Want Before They Know They Want It

Demand is more than marketing, advertising, coupons, discounts, or aggressive sales tactics. It’s connecting with people on a level that gets their energy flowing, their mouths watering, and their pockets open. Demand starts with one person, one product, one idea, or one company. Demand is about change and attracting the right customer, at the right price, and keeping them forever. At the heart of demand are the new rules of value migration – in this case, the consumers’ bottom line as it impacts their desires, tastes, and pocket books.

Adrian Slywotzky was named one of the top fifty business thinkers by the Times of London and Industry Week named him one of the top six most influential management thinkers. Join him as he unravels the demand secrets that create what people love before they know they want it. See how the new rules of value migration are creating sustained profitable growth for today and tomorrow. Learn how to create something that strikes an emotional chord with buyers and how to use those triggers to find the buying switch. Often, it’s what you don’t see that counts and has the most influence on buying behavior.

The New Normal: Innovation, Hyper-niching, and Transformative Change

The “new normal” says nothing will ever be normal again. Instead, deep substantial change is transforming nations, markets, industries, jobs, and knowledge. We’re at the leading edge of the merger of three perfect trends: the rapid and massive mobile infrastructure with increasingly intelligent devices; pervasive location awareness as a result of GPS and location intelligence-mapping trends; and a consumer mindset that is increasingly open to new forms of interaction. The result is massive business model disruption, market change, and obliteration of old assumptions about the nature of customer relationships.

Futurist and Trends & Innovation Expert Jim Carroll will show us new ways to uplift product in retail space, how to change customer loyalty through new forms of interaction, and how to enhance one-to-one conversations through hyper-niching. Jim will give you the edge to get out in front and stay there.

Bridging the Generational Divide: Reaching Tomorrow’s Consumer

New generations of consumers and employees are changing as fast as their descriptors. Called Gen X or Gen Y, they have unique identities and buying behaviors.

To appeal, market, manage, and compete with them, it’s important to understand who they are. Jane Buckingham,president,, will define each generation, providing clear examples that allow you to visualize their needs and how they relate to you. She will also examine methods for targeting your appeal to each generation individually or, conversely, constructing a unifying message to reach all three. You’ll learn about macro and micro trends that will emerge from these generations and affect all generations in the next 2-5 years. You’ll emerge understanding your parents, your kids, your siblings, your employees, your customers, AND what will happen next!

How Strong is Your Magnetic Field? The Craveability Factor

Are your customers as passionate and vocal about your store as they are about others? Have you heard them say, “I just love going to Trader Joe’s.” Or, “I have to have my Costco fix at least once a month.” Or, “I just can’t resist a walk through Whole Foods.” Do they think about your store in the same way? Is the store the pull or is it the products, the service, and the atmosphere? What? The restaurant industry calls this magnetism “craveability.”

Harold Lloyd, Harold Lloyd Presents, will showcase “craveable” examples and offer effective and affordable ways you can develop such “customer magnetism” and grow your business in a more meaningful way.

Are Supermarkets the New Restaurants?

It’s no secret that eating habits are changing faster than we can coin a new phrase or identify the next cohort group or generational drivers. Research has shown that 45% of Americans eat out less than ever before and that retailers are providing inexpensive meal alternatives. That’s a good thing, but is it sustainable? How do we keep that growth going forward and how do we retain the customer base? Are there parallels that trend the same for deli, bakery, and foodservice? Will cost-cutting measures hurt us or be a catalyst for providing more new products that meet nutrition and lifestyle needs?

Steve Beekhuizen, President of IDDBA, and Senior Vice President of Sales, Dawn Food Products, Inc., will share how purchase drivers like health and nutrition, portion-control, and changing demographics affect where, what, and how often consumers eat.

Consumer Shopping Dynamics – The Decision Tree

Understanding the buying triggers for dairy, deli, and bakery department consumers can be a real challenge. The combined factors create a Consumer Decision Tree that consumers use when they shop, compare, and analyze purchase decisions. It all gets wrapped up in shopping influences, taste preferences, motivations, emotions, and purchase drivers. Most consumers make their buying decisions automatically and don’t stop to think about why they choose one item over another or make a choice at all. This combination of conscious and unconscious factors makes up the Consumer Decision Tree and the ultimate selection of what goes in the shopping basket.

IDDBA commissioned Datassential to explore and define the core buyers, their decision-need states, mental cues, and preferences. The study looks at how different in-store stimuli can trigger a purchase or cause the consumer to abandon one or to switch. Join Jack Li, relevance strategist at Datassential, as he shares how consumers shop, how brands and private label influence their purchases, and the influence of time, price, and freshness on their decisions.

Leading the Food Parade: Consumers, Trends, and New Products

Foodies love parades. They love the excitement, the noise, the fun, and the crowds of people. Our business is like a float in a parade. Some are happy "watching the parade as it passes by," some want to help build the floats, and some want to get out in front and lead the parade.

Carol Christison, executive director of IDDBA, seeks out new ideas, watches consumer buying behavior, and analyzes industry trends to identify the issues that are changing our business. She’ll make you laugh, she’ll make you think, and she’ll make you want to put what you’ve learned into action. Get a front row seat for this  innovative, sometimes startling, entertaining presentation of best-in-class ideas, trends, and products.

About IDDBA:

IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608.310.5000 or visit our Web site,

Source: The International Dairy·Deli·Bakery Association™

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