IDDBA 2025 Recap: A Family Gathering

New Orleans brought the hospitality—and so did IDDBA 2025 (International Dairy Deli Bakery Association). If you were there, you probably felt it too: less like a trade show, more like a big family reunion with really good cheese.

Yes, there were beautifully designed booths. French bakery displays that made you pause. Charcuterie spreads worthy of magazine covers. An amazing sushi carving demonstration by Zenshi Sushi! And a noticeable presence of “elevated everyday” products—from small-batch butter to thoughtfully packaged prosciutto.

But let’s be honest: if you came looking for the next big shake-up in dairy, deli, or bakery… you might’ve left with your arms full, but your notebook a little empty.

The Mood? Familiar faces, safe plays, and more evolution vs. revolution.

Heritage All the Way

This year’s show leaned heavy on heritage. Not in a bad way—there’s something comforting about a floor full of known, established players doing what they do best; indulgent, yummy food.

• Cheese brands were having a moment—rich storytelling, clever names, and packaging that felt more like wine labels than grocery shelf stock. Even some large brands featured refreshed packaging that looked, well, more crafted. (Hat tip to Cooper Cheese on the rebrand).
• Bakery booths hit that “modern nostalgia” vibe hard, with all the specialty printing techniques and whispers of small, local bakery.
• Charcuterie is clearly still the darling of the deli world—though the real innovation seemed to be the variety & presentation of meats in an offering. (And more meat sticks).
• Sushi, welcome to the regular line-up on the ‘racetrack’ (the outer perimeter of the grocery store).
• Surprise Hit: Uno’s new Steak & Cheese Stromboli… wasn’t expecting that, from a Chi O.G. no less!

There’s artistry in all of it. But disruption? That wasn’t really the mood. Don’t get me wrong, this was an inviting show, but one that feels more like visiting extended family vs. the carnival, Super Bowl air that is Expo West or the sugar-high energy of Sweets & Snacks; it was “innovation”, but with a lowercase i.

Sure, there were nods to tech: AI-powered dessert kiosks, interactive demos, “smart” ovens, back-of-house robotics. But most of the buzz centered on design and flavor, not format or category-defying ideas, at least from what I saw.

If you’re a large CPG player, this show likely felt like a helpful pulse-check. A way to see where taste is trending and what kind of storytelling is getting traction. And all the right folks seemed to be here.

For smaller brands? It was probably more about belonging. A place to show up, show off, and find your place among the established brands.

There was something for everyone here; the Show featured 1,000+ exhibitors (~250 new exhibitors) from ~28 countries. If nothing else, it was a great way to sample the world.

What We Loved

• The intimacy of it all. This wasn’t a 100,000-person blitz—it was warm, well-paced, and very human. (And OMG, that section of bright yellow carpeting?! It was like visual caffeine! It was awesome, but maybe a nightmare for those booths parked atop. Oh, and bravo to Drumroll for using color to draw some attention; white carpet + purple booth pulled some eyeballs).
• The commitment to craft. There’s artistry, dedication, and earnest love in this industry. And that was evident from manufacturers to presenters (e.g. nuances of recycling, The Partnering Group) to the category buyer & the Retail analyst that I sat between on my flight back. (That last one is a reminder that there’s good convos to be had and perspectives gleaned when you simply put yourself out there and say, “hello” to some strangers).
• Dinners & meet-ups with old & new friends. You pack it in at these Shows. I got to catch-up the first night with a former Target buyer turned client, and the second night was an incredible dinner outside the fray, in the Tulane Univ. neighborhood with a former alum, now client. For food, NOLA doesn’t disappoint!

So What’s the Takeaway from IDDBA 2025?

If you think of innovation not just as invention, but as iteration—then yes, IDDBA delivered. Lots of incrementalism here, which isn’t such a bad thing in a category that people LOVE, and spend a considerable amount of time & money in. This is the part of the store that cues hunger immediately; why revolutionize what already works?

In a world chasing novelty, there’s still huge value in refining the familiar. In doing what you do—but doing it better. In showing up, beautifully. (Or with sound; music in a show booth can add some much needed ambience; so surprised that this isn’t done more often).

But if you’re after the next seismic shift in how food is bought, sold, or consumed? IDDBA 2025 might not have been your scene. And that’s okay. Sometimes it’s about reconnection, smaller evolutionary moves vs. total reinvention and staying plugged in.

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